Lisa Rueff had co-created her jewelry brand with Black Lives Matter co-founder Patrisse Cullors. The brand is called Collective Hearts. Recently, the shop has been selling black beaded heart necklaces by Marin jewelry designers Caitlin Green and Amy Nordstrom. All proceeds of sales will go towards the Black Lives Matter movement. In an interview with Times Herald, Rueff explained how Collective Hearts got started as well as the meaning behind the BLM necklaces.
When Rueff was asked about the inspiration to start Collective Hearts, she said "There’s a question in the board game, “What do you believe is the most uplifting thing happening in the world today?” I started to see a visible shift in people’s expressions when playing that card, and I realized there needs to be more visible love in the world. I came up with the idea of creating this really beautiful, big heart necklace. I traced it out on paper and brought it to Amy Nordstrom, a friend. I picked it up later and I go to Mollie Stone’s and I got bombarded by women who passed by me who wanted one. Collective Hearts is all about cultivating more love in the world. Love has the power to heal, to inspire, to unify and to transform. We are not going to solve anything through violence or hatred."
"About a year and a half ago, Patrisse spoke in San Francisco," she said regarding a question about how her and the co-founder connected. "I wasn’t there. Two friends of mine attended," she continued. "They were so struck by her talk that they went up to talk with her and thank her for her work. One of them had on one of my necklaces and Patrisse said, 'I love your necklace.' My friend said, 'I want you have it,' and she took it off her neck and put it on Patrisse. She took a picture of Patrisse wearing it, which she sent to me, and I started following Patrisse on Instagram and we started private messaging."
When asked what inspired the BlackLivesMatter necklaces, Rueff said "With everything going on recently, I reached out to see how she was doing. Later, I texted Patrisse a picture of a black heart necklace that I had custom designed a couple days before and I said, 'What do you think about this being the Black Lives Matter necklace?' She’s like, 'I love it. Let’s do it.' I couldn’t believe it."
Information originally sourced from Times Herald.