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We're all used to the "visual noise" at this point. Between advertisements, new shopping platforms, social media - it can be tiring and living simply these days just feels right. This year I decided to channel some of that burnout into a new shop experience called California Minimalist. Rather than search forever through the clutter to find something instantly classic, I wanted to make it effortless.

The principles behind the brand are to "keep it simple" which means that only the essentials are offered; brass or rose gold accessories and engravable options to add your voice.  Nothing more and nothing less.  

Another huge inspiration for the brand is in It Girls who are always classic and never go out of style. They rarely give into fads and it's not about the flashiest new thing, but rather the accessories that make them feel like themselves. It should live with you, but not distract. 

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