Born out of a desire to help and give back, I AM LOVE Project was founded in 2018 by Amy in Winnipeg, Manitoba. Spreading love has always been at the heart of the project. ...Beginning by making bracelets out of consciously sourced materials that would remind the wearer to live with intention and leverage the natural energies from the stones used in the designs, partial proceeds from the sales were donated to local charities, schools, not-for-profits and similar organizations. As the business began to grow, the goal was to remain true to their original mission in their next steps.
Throughout the pandemic, they shifted from their fundraising-first model to provide support for their community members from the ground up, pivoting to a social business model oriented around providing employment and the opportunity to learn new skillsets in the post-Covid job market for women facing barriers. With this renewed approach, they are able to support women through training and community support, allowing them to gain knowledge needed for personal and professional development. To accomplish this, 60% of their earrings, bracelets and necklaces are handmade by those in Manitoba facing employment barriers, struggling with mental health or addiction, or are disabled. Focusing on women who experience(d) mental, physical or emotional challenges and need additional income (among other characteristics), the business is giving back directly to their community. In fact, they integrate their purpose and desire to give back into everything they do. They are also focused on encouraging and challenging other organizations employing those facing adversity to compensate their employees with fair wages to further propel them on their path forward.
As each piece of jewelry is created, a story is told, with each artisan given a level of artistic freedom. As each piece is purchased, an individual's story is heard. As each piece is worn, a story is shared. This is the chain of love at the heart of I AM LOVE Project.