28/01/2025
Love, Summer Collection
Runs from January 25 to May 30.
Part 5 of 9
Ring
For those who've been with us from the start, you know how much we love summer. It's always been our biggest collection—bigger than even our Christmas one!
Our previous collections focused on curating pieces that highlight community and the bonds with loved ones, rather than just playing with colors, textures, and prints. We’ve kept things simple because we know Christmas is experienced differently by everyone. We’re aware of how the retail world pressures us into overconsumption, leaving wallets dry by January, and we don’t want that for you. We believe in quality, durability, and creating items that last—not things meant for a few uses before ending up in landfills. It’s all about balance: earning while being mindful of our environment and the needs of others.
This is why we’ve chosen to make our collections seasonal. While branding experts often suggest launching small weekly collections, that didn’t feel right for us. We want to avoid pushing our buyers into mindless consumption. Instead, we want you to browse our catalogues, marvel at the details in our photos, and save up for pieces you truly love—without the fear of missing out. We want you to savor each step of the process, so when you finally make your purchase, you’ll appreciate it even more. Plus, a seasonal collection gives us the time to thoughtfully curate, promoting sustainable retail practices while building the brand we envision: one that serves both you and the planet.
Now, onto the highlight—our Love, Summer Collection! Here we went a little overboard (in a good way!), not to encourage mindless shopping, but to celebrate all the fun that summer brings. Think bright colors, dreamy textures, and playful prints. We feel it's okay to go all out here because, after all, summer is all about self-love: highlighting your best features, embracing your flaws, and celebrating womanhood. It’s about fun, freedom, and being carefree, and we kept this in mind as we curated the pieces, designed the campaign, and even selected the packaging for the full experience.
We’re releasing it as early as January 25 because this collection isn’t just for summer—it’s also perfect for February’s love-filled vibes. Whether you're treating yourself for Valentine’s Day or gifting someone special, you’ll find pieces that transition seamlessly from date night to summer fun. Everything in this collection is made to last, from non-tarnish jewelry to swimwear and clothing crafted from high-quality fabrics. These pieces are timeless, not just trendy.
We hope our mermaids will love and enjoy it as much as we do, and we can’t wait to see your support for another season of Love, Summer.
With love,
OWL 🦉
With Glynie Beb Tapao