Service First, the jewelry brand rooted in military and service roles that is led by two West Point graduates, officially launched this week with its Cameo, Charm and Snake collections.
The brand, founded by Mike Burns and Al Vallejos, initially offered products for West Point and bespoke jewelry for the military. After meeting co-founder investor Oliver Libby, the duo developed the line for consumers, especially those related to service workers like doctors, teachers and volunteers. They also integrated jewelry designer Kara Ross to further develop the line.
The Cameo collection includes pendants, earrings, bracelets, rings and cufflinks in gold, sterling silver and white topaz containing cameos carved in Germany that bear a snake and serpent motif. The affordable Charm collection features designs such as helping hands, hands performing sign language, wrap, snake patterns and warrior horn, while the Snake collection is dedicated exclusively to earrings and rings. decorated with snake patterns that signify service. All three collections peak at $ 300.
“We like to call ourselves a lifestyle brand that tells the story of service through jewelry,” Burns said. “Our goal is for our brand to be on anything. It represents service. We like to think that this world needs things to bring people together. Service is the one thing that brings people together who are naturally divided.