Have you all heard of Amuse Society? I am sure you have, but just in case let me tell you a little bit about them, James Michelle, and why I am completely over the moon with Amuse and the incredible women who run it, Mandy Fry and Summer Rapp.
Let’s start with my brand, James Michelle Jewelry; I knew exactly who I was and exactly where I wanted to go. It wasn’t that hard, all I had to do was be me: a beach girl at heart. I am a Mommy. I have messy hair because I am always busy and on the go. And I want to feel comfortable while running around. I moved to Maui when I was 19, and from that moment forward my life was changed forever. Oh, also the movie ‘Blue Crush.’ I mean obviously! Most of all, I wanted my brand to represent the beach, boho, and mountain babe all in one. Yes, I know there are many brands out there with that vibe, but mine was different. Mine was going to stand out, be real, and authentic. All while remaining true to a small boutique feel.
There are so many brands representing the ultra-skinny-girl-smoking-a-cigarette while dressed in vintage seventies clothes. I knew this was not who I wanted to be. After all, I don’t want to represent something that is not attainable. I mean are we really going to wear crop tops and orange bell bottoms walking around smoking cigs, with a kid on our hip? No, probably not. Don’t get me wrong, if I could pull that off I would, but let’s be real. We are Mommy’s who love a good pair of birks, a beach top, some loungy cute print pants, a simple piece of everyday jewelry, messy hair covered up by our cute hipster hats, and if you don’t have a cute hipster hat I highly suggest you get one. No joke, you can literally get away with washing your hair every 3 days.
Okay, so back to Amuse! When I first saw their brand hit the scene, I was like, finally! It’s not that I don’t love my other surfer brands, but there was just something about this one; I was drawn to their presence, and of course I absolutely love seeing women empower each other, and starting something while remaining true to who they are while keeping a small boutique type feeling. Oh! and they represent me and how I feel. Every piece of clothing down to their insane photo campaigns makes my heart scream.
They perfectly capture the spirit of all things beach – hence their tag line ‘beach vida bling.’ Plus, they offer a feeling that you can be just that all while running around with a baby on your hip in a cute pair of birks and messy hair. You will still feel cool and beachy. Oh, and the bonus: it’s affordable!!
When Amuse approached me for this collaboration I was beyond thrilled! I have to say, it wasn’t too hard since this is how I dress anyways, and most of my outfits include a piece of AMUSE.