Meghan Markle recently wore the brand’s Woman Power necklace to Global Citizen’s VAX Live concert, while Taylor Swift, Kristen Bell, Selena Gomez, Madonna and more wore Awe Inspired pieces in gold and silver .
Awe Inspired was co-founded by three-time breast cancer survivor Jill Johnson and her son Max Johnson. The mother and son duo were inspired to create exquisite jewelry that traces multiple collections representing the wearer’s journey, symbolizing strength, individuality and empowerment.
The brand too give back to charity. They’ve donated over $700,000 to their charitable partners, including the American Nurses Foundation and Cancer Care, with 20% of every sale donated to an organization of each customer’s choice.
Getting the pieces around the necks of A-list celebrities is no small feat. But the question is: how do they do it? According to co-founder Max Johnson, the brand hasn’t paid any celebrities to wear its jewelry.
“It was about getting the right gift into the right hands at the right time,” Johnson said.
Celebrities have teamed up with the brand’s Goddess collection, which features goddesses like Athena, Cleopatra and Mulan. “There are a lot of celebrities who have received Awe and are buying more to gift to their own teams and friends,” she said. “They want the people they love to have the same uplifting experience of finding their inner goddess.”
For example, Madonna wears the brand’s Frida Kahlo necklace every day, according to Johnson, while Tyra Banks wore her Harriet Tubman piece during the Black Lives Matter protests in the summer of 2020.
During this time, Pose Star MJ Rodriguez owns a piece featuring LGBT activist Marsha P. Johnson. “It was especially moving to see her wearing her Marsha ahead of her historic Emmy night,” Johnson said.
Other supporters include Selma Blair, who said of the brand: “Since I first received my goddess necklace, I have noticed how many goddesses I love to celebrate and wear. They are a reminder of our greatness.
Another longtime supporter of Awe Inspired is Demi Lovato, along with Sarah Jessica Parker and Kristen Bell, who owns the Joan of Arc necklace, and Cardi B, who loves the Ruth Bader Ginsburg necklace.
The brand also has a pendant celebrating Vice President Kamala Harris in a special inauguration pendant (which Miley Cyrus was spotted wearing). “There’s something deeply moving about seeing iconic, powerful women celebrated in elegant, timeless ways, and celebrities are definitely drawn to it,” Johnson says.
“Everyone is looking for symbols of strength, especially in this rapidly changing society that is moving away from organized religion and towards a more individualized spirituality,” she says. “Our business exploded during the pandemic because people were hurting and looking for things that made them feel good, including celebrities.”
That of the brand collection of goddesses includes portraits of historical figures like Aphrodite, Demeter and Cleopatra, as well as more contemporary figures like Marie Curie. This series was worn by Hilary Swank, Julianne Moore and Camila Cabello.
“Often celebrities are given products to wear for special appearances and red carpets, but with goddess pieces, they’ve found staple pieces they can wear every day that feel special and layer with everything. what they already have,” says Johnson.
“Our brand’s mission is to help people wake up to gratitude for who you are every day,” she says. “There is something powerful about wearing an emblem of your inspiration close to your heart. I want people to wear them while channeling the spirit of a goddess as you approach the world with wonder, kindness and resilience.