Our summer collection travelled with the people who love it most.
In spring 2025, instead of a photoshoot or an ad campaign, we tried something else: we asked our most loyal customers — the ones with more than one order, the ones who've been with us for a while — to take our new pieces on their travels. Not as an ad. As a thank you. The idea was simple: send the Kamchatka cord to Kamchatka, the Azores cord to the Azores. And it actually happened. More than 200 people answered. We picked 12 — headed to places that felt right for the collection, and who'd already been showing us love for a long time. Here's what they brought home.
Polina walked LA with the Lalaland bracelet on her wrist, catching the Hollywood sign, the light, the whole cinematic thing the city does so well. She liked working with us so much that she later came back and shot a studio video with one of our bags — completely on her own initiative.
The Umeshu cord, named after a Japanese drink, made it all the way to Samarkand — with a stop in Georgia along the way. Umeshu in Samarkand? Nothing was going to stop it. Anya's been one of our biggest supporters ever since — recently, we made her a hair piece and a necklace for her wedding. She loves us, we love her right back.
Olya got a Bread & Roses gift card as a present, and came back for the Kenya glasses cord and an anklet. She took the glasses cord with her on a safari in Kenya — lions, giraffes, the whole thing — and sent us video after video. We're still replaying them, still in awe of Africa.
The Azores cord found the actual Azores: tiny dots of land in the middle of the North Atlantic Ocean. Yes, our Asya — a zoologist and an aspiring skipper — and our little cord really made it there. She ordered two phone cords for herself, and got half her friends hooked on them too.
The Sicily cord crossed the ocean to Boston and never came off — restaurants, street style, the big waters of Massachusetts Bay. Katya swears it had the trip of its life. Next stop: Italy, for real this time.
Anya's been with us for a long time — she loves bold colors and expressive pieces. Her trip to Japan was brutally hot, so the Fuji cord didn't carry a phone that summer — it carried a mini fan, Anya's only defense against the heat.
Lena already had two of our bags and a phone cord — but her collection was missing one thing for a trip to Spain: a glasses cord. So that's exactly what we sent her. It took in Gaudí's masterpieces around Barcelona, and the region's best ice cream along the way.
Albina runs creative and adult education programs — and somehow found time to get her captain's license, out on the Mediterranean. The Sicily glasses cord came along for the ride. She's one of our most loyal customers, five orders in: a bucket bag with a strap, the Malvina bag strap, an ice-cube anklet, the Pistachio crossbody cord, and the Mulan cord.
Arshan is a healing spring in Buryatia — and it's where Valeria, the designer, grew up. Naming a cord after it was personal from the start, so when Alina planned her trip to Lake Baikal, we made sure she had the Arshan cord with her. Baikal welcomed her properly: she came face to face with a real, wild bear.
Sophie had ordered just one cord from us, but wrote us the warmest message about it — so when it came time to send someone a glasses cord as a gift, she was the easy choice. The Château cord, inspired by France, made its way to her in Tbilisi. Not quite the castles it was named for, but Georgia has its own.
Varya sent us some of the most beautiful photos we've ever gotten from a trip. The Iceland cord went with her the whole way, switching between holding her phone and her glasses whenever she needed her hands free — which, on a trip like that, was often.
Katya is the only ambassador who didn't need a plane ticket — she already lives on Kamchatka, so the Kamchatka cord was always going to end up with her. She loved it: unbelievably comfortable, she said, with a volcanic black colorway and a pearl detail that felt exactly right for the place.
Want to be next?
If you've bought from us more than once, you're already halfway there. Message us — we'd love to send our next collection somewhere it belongs.