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‘I have always loved the brand’: The Mindful Company makes a comeback

Image of Trixie Khong
Image of the owners of The Mindful Company
The Mindful Company was built to promote mental well-being and kindness through jewellery.
Photo: Female Singapore

The Mindful Company will debut a new collection later this year, thanks to a timely acquisition by fellow Singaporean jewellery brand By Invite Only. The collection comes some eight months after founders Ciara Yeo and Lim Wen Ling announced they were closing the business, marking the brand’s renaissance in the city state.

“Personally, I have always loved the brand and what it stands for,” Trixie Khong, founder of By Invite Only, said in a statement announcing the acquisition on Monday.

“The social causes that the brand supports as well as its focus on mental wellness are areas that really resonate with me and I am thrilled to be able to continue their legacy.”

Yeo and Lim started The Mindful Company in 2015 to promote mental well-being and kindness through jewellery like Reminder Cuffs, a series of bands with engravings of purposeful messages for mindful living.

The brand was stocked in over 20 stores across five countries and sold online, but in February of this year, the founders announced they had decided to close the business “on a high”.

On Monday, however, they revealed the brand would be making a comeback following an acquisition by fellow Singaporean jewellery business By Invite Only.

In a note on their website, they said they had been approached by multiple parties keen to continue The Mindful Company’s legacy back in February. One of those parties was By Invite Only.

“After a few conversations, it was clear to us that Trixie and her team not only understood the ethos from which The Mindful Company was born, but that they would also be responsible stewards of the mission,” the founders wrote.

It took roughly five months from the initial talks for the acquisition to be finalised.

Now, The Mindful Company is part of the growing By Invite Only Group led by Khong.

Opportunity for personalisation

Besides her appreciation for The Mindful Company’s social impact, Khong said the brand also brings new opportunities to the By Invite Only business.

“On the business front, we now have the opportunity to explore a new segment in jewellery in the form of personalisation and at the same time, pursue a deeper and more meaningful connection with our customers,” Khong said.

“We also intend to strengthen The Mindful Company’s presence through By Invite Only’s extensive local and international retail network and look forward to creating even more of an impact in the marketplace.”

Khong started By Invite Only in 2009 when she was still an undergraduate at the National University of Singapore. The jewellery brand took off after she made the decision to sell direct-to-consumer, and this year it’s on track to achieve seven-figure revenue despite the tough retail environment due to Covid-19.

At the same time, Khong has committed to continue The Mindful Company’s work with organisations such as Samaritans of Singapore (SOS) and Singapore Association of Mental Health (SAMH).

“I hope to continue having open conversations and bringing awareness to issues around the subject of mental health and wellness, especially now when times are extremely challenging,” she said.

“Consumers can look forward to even more meaningful collaborations with local non-profit organisations and campaigns with a cause.”

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