The New Celestial Collection

Hello LuvLoopers,

Welcome back to another exciting blog post! Today Essa Chen, the CEO and Founder of LuvLoops, will be telling us all about the new Celestial collection! 

Celestial has been in the works for over six months and after many Covid-19 delays, it is finally here for the world to see.

Shall we dive straight in?

 

1. SO ESSA, WHAT IS THE STORY BEHIND THE NEW COLLECTION?

When coming up with the idea for Celestial, I really wanted to have a real purpose and message behind both the collection and each of the jewellery pieces, but I also really wanted to remind LuvLoopers of the purpose behind LuvLoops' name.

I came up with the name LuvLoops after setting the intention that the purpose of our jewellery is to bring people happiness and confidence. I wanted to give people love and in return, I have received lots of love back from LuvLoopers! 

That's how the name LuvLoops actually came to be. Our love is shown through the first part of our name, Luv, and then the other half, Loops, comes from the idea that the love we create and share with one another goes back and forth - like a loop! 

Design plans on left side and Ring on right side of photo

Celia Blue Huggies

The main concept of the Celestial collection itself is: Calming Moon, Smiley Sun and Shiny Stars. 

Essentially, I want all the girls to know that they can be whatever they want. You can be the sun that shines on other people's lives and you can be the moon and you can be a star that shines on a dark night with all the other stars.

Be brave, be bold and be confident in who you are! I pray that this collection will help girls be just that. 

 

2. WHY DID YOU CHOOSE TO USE GOLD FILL FOR YOUR JEWELLERY PIECES?

Gold filled is durable but stainless steel is even more durable, however, the issue is that stainless steel is not a precious metal.
What people also don’t mention is how all metals, apart from 24 karat gold, tarnish over time.
The reason why many jewellery brands still use Gold Vermeil rather than gold filled is because gold filled only exist in forms like sheets and wires. Gold Filled cannot be cast.
Casting means pouring molten material into a mould to create a shape. This is easily done with metals such as sterling silver or gold.
It is not possible with gold filled or stainless steel because melting gold fill or stainless steel would not retain the gold layers over the inner brass and stainless steel core. This limits the number of items that can be manufactured in gold fill to those made with wire, tube or sheet.
That's why all our gold vermeil pieces are plated with a thick layer of real gold (at least 3 microns) so if you follow the care tips we provide, it should last for years in your jewellery box.

 

3. TELL US A BIT ABOUT MIMI AND WHY YOU CHOSE HER AS THE FACE OF YOUR COLLECTION.

Mimi is my favourite model! She is such a diva!

Mimi, Model for LuvLoops

She is also from China and she is just so energetic and fun to be around. When we were driving to Bournemouth, we talked non-stop. She gave me a lot of new thoughts on feminism and life and I just find her self-confidence so inspirational. 

That’s why she is such a perfect fit for the collection. She’s confident, she’s beautiful, she’s interesting and she’s such a funny girl. I don’t know how else to express my excitement to have her as the model for our Celestial Collection. 

 

4. WHAT ARE YOUR PERSONAL FAVOURITES OF THE CELESTIAL COLLECTION? CAN YOU TELL US A BIT ABOUT THEM?

My favourite pieces are the Apollo Necklace & The Selena Necklace! They are designed to be worn together or apart which makes either of them a perfect gift for your loved one.

The Apollo Necklace

 Apollo Sun Necklace

The idea behind the first design of the Apollo Necklace is ‘Smiling Sun’, which will symbolise someone you love in the sense that they are like the sun to you, they brighten your day and bring you energy and positivity when you are at your lowest. 

The idea behind the Selena Necklace is ‘Calming Moon’ and it will symbolise someone who is like the moon to you; they can always calm you down and soften your soul like moonlight. 

Gold moon pendant (Selena) necklace

Selena Moon Necklace

 

If I were to gift the Apollo Necklace to someone, I would choose my mum because she is always energetic and also generally optimistic! As for the Selena Necklace, I would want to gift it to my hubby as he is the one that always has a way to calm me down.

 

This is about the Celestial Collection, and we hope this gives you a little insight of why and how we created the Celestial Collection.

We can't wait for you to meet the whole collection at 12 PM GMT on 1st December. Sign up for an exclusive discount code and 1h early access Celestial Collection Waitlist

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