Our story
We started a shop because we could not start a shelter.
The honest origin
There is a version of this page where a rescue founder tells you about the night everything changed. That is not our story, and inventing one would be the first thing we did wrong.
Ours is duller. We noticed that the cat-charity jewellery category was doing very well by printing enormous numbers on homepages — millions of meals, hundreds of thousands of customers — and almost never showing a receipt for any of it. The jewellery was fine. The accounting was theatre.
We thought you could run that business honestly and it would still work. This shop is the test of that.
What we decided at the start
- A fixed amount per item, not "a portion of proceeds". One number you can multiply.
- No cumulative counter until it is real. No "5,000,000 meals". Ours would say zero, and it does.
- No borrowed credibility. No invented reviews, no stock photos of strangers presented as customers, no charity logos we have no relationship with.
- We do the feeding ourselves. Not a donation passed to a partner — food we buy and put down, with the receipt published. Why we chose the harder version.
Where we actually are
At the beginning, and the impact page says so in a table of zeroes. The shop is open, the contribution rule is set, and the first feeding session has not run. We would rather publish that than a number we cannot stand behind.
The jewellery
It is made by established workshops that produce beaded and plated pieces at this price point. We do not hand-make it and we will not say we do. What we control is which pieces carry our name, what we charge, and what we set aside. It has to be worth owning even if it did nothing else — otherwise this is a donation with a bracelet stapled to it, and you would be better off donating.