December 6, 2015 artsetters

Soul Jewelry | Meet Amy Phipps of Story of Seven


Amy Phipps turned her childhood bead obsession into a rewarding career. Story of Seven mala necklaces are made with love, designed for the customers’ well-being in mind. Each handmade mala has a story to tell or a special meaning, using a combination of semi precious stones, chosen for their specific healing properties.

What inspired you to be a designer and how did you get started?

I have always loved jewellery and pretty trinkets and even as a small child I was obsessed with beads and making things. When I left school, I started making jewellery and selling at weekend markets in Sydney to make some extra cash and little did I know that one day it would turn into a rewarding career.


Where were you born, where have you lived most of your life, and how has this influenced your brand?

I was born in a small country town in rural NSW Australia but I spent most of my childhood and adolescent years growing up in Sydney and then 8 year ago I decided on a sea change and moved to the beautiful coastal town of Byron Bay on the east coast of Australia. Living in Byron has definitely influenced my brand as it is a small surf/style melting pot of a small town. It has a very bohemian and sort of mystical undertone to it with a pretty laid back and relaxed vibe, which I think is reflected in my brand and style.


Describe your day in the life?

I live in the Hinterland of Byron Bay, so its very green and peaceful and full of wildlife, so I am usually woken by the sound of kookaburras laughing or a possum on the roof (not even joking). I like to meditate as soon as I wake then either do some exercise or yoga on my back deck which has amazing valley views of rolling hills and cows dotted all over the landscape. After a cup of coffee and smoothie with greens picked from my veggie garden and bananas we grew on our banana trees, I will start my work day answering emails, ordering supplies, liasing with my production team, packaging orders or curating content for Instagram and the website. I wear a lot of the hats in my business, which I am slowly handing over more and more as the business grows.


What materials do you use and where do you source them?

We use semi precious stones (crystals) in our malas. I source these from all over the world, depending on the type of stone, and I always make sure I am buying from ethical suppliers. I also work with a silversmith who hand crafts all the silver beads and charms in my malas. We also use rudraksha seeds which are grown only in India and Indonesia, and these are said to be very sacred and are the tears of Shiva.


What gets your creative juices flowing? Are you an early-bird or a night owl? What songs are you listening to, what munchies are you snacking on? What are you wearing?

Travel definitely gets my creative juices flowing, I have always loved to travel since a very young age and try to visit at least 2 new places I have never been to before each year. I am definitely a morning person now, but when I was growing up and in my twenties I was definitely a night owl. I think that all changed when I moved to Byron and began to become more health conscious and living a more balanced lifestyle. At the moment I am listening to lots of Jazz and more ambient style of music. I think it just suits my surroundings, new home and the hinterland setting I live in. Its summer here in Australia now so I am wearing lots of flowing dresses, skirts and basics from Australian brands like Spell, Amilita, Mister Zimi, Arnhem and the Bare Road.


Describe the first piece you ever designed.

I started creating earrings and this is what I was selling at the weekend markets in Sydney, but now I solely focus on creating beautiful malas beads which can be worn on and off the yoga mat.


Who is your mentor?

I really respect and admire women like Carolyn Myss and Marianne Williamson for the pioneering work they are doing in the fields of metaphysics and spirituality, and the teachings they are spreading to both women and men about how to be empowered and aware human beings.


How would you describe your personal style, both wardrobe and home decor?

Definitely a mix of boho, chic and a touch of vintage.

What advice would you give to up & coming designers that want to start their own brand?

Take leaps of faith no matter how scary it may be and always say yes to every opportunity! You never know where it may lead you!


What’s next for you?

I have a new collection that i am currently working on and will be released next year so stay tuned….

Product Categories: Jewellery
Horoscope: Aries
Favorite Color: Lavender and turquoise


BTS Photoshoot