Client: Abundance Avenue

Melbourne, VIC, Australia

October 2020

During the pandemic, many of us were made redundant or forced to not work without an end in sight. Although it hurt and impacted us pretty badly, this lockdown was actually a blessing in disguise. We got to spend a lot more time with our partners, our families (if you were fortunate enough to bubble in with them) and get a little creative on how to earn that bit of cash. 

Tracey approached me to help bring
Abundance Avenue to life, not in the first wave, but the poor second wave that hit Melbourne. With a lot of time in her hands as the time curfews were put into place and working from home, we decided to put together a brand.

We knew that crystals are something that (unfortunately) have become a "trend" this year - meaning that it was getting harder to find a different avenue (see what I did there ) to stand out. We have all created a group bubble of crystals = boho, earthy, organic, handwritten, hippy, suns, moons, stars. How can we stand out?

Tracey completely turned the tables on me and said that we are going down the Chanel, Louis Vuitton and Prada's of crystals. Structured like design, high end, monochromatic - the complete opposite to everything we already know. Everything she sells will be high quality and an investment for the future; to help aid in all the abundance avenues like love, joy, happiness, strength of mind, body & soul, life.

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