In March 2020, when due to the circumstances related with the pandemic, the world switched to self-isolation mode, the borders of the countries closed, the oil price collapsed and the dollar jumped once again, finally there was time for everyone to think about life and priorities. Everyone drew his or her own conclusions, but the majority of people agreed that the world would never be the same, and assumed that after breaking free from self-isolation, we would be closer than ever to responsible consumption.

At this time we, a family of three: Alexey, Katya and 3-month-old Paola, started to slow down, turning daily routine into beautiful rituals like serving a breakfast instead of grabbing a sandwich or doing a favorite hobby without stressful deadlines. That was when Katya turned to her childhood hobby, beading, to see what it might end up with. And it did — with a launch of the Beaded Breakfast jewelry brand, which joined all our thoughts about the rapidly changing world.

First, wearing jewelry means to decorate yourself, to take care of yourself. And this always inspires everyone to change for the better: for example, to stop doing routine tasks automatically like you are a robot, and try to turn them into pleasant rituals. One of these rituals, namely breakfast, became the basis of the brand's name. Second, manual work is the way not only to preserve the craftsmanship traditions, but also to create job places, which is especially important and valuable during a crisis period. And third, beads are an interesting and even undervalued material from which luxurious accessories can be made, and they really look like vintage and high jewelry items. This idea became the main design principle of the brand's collections, that is to create accessories that wouldn’t look like beaded bracelets from childhood, but would actually resemble jewelry and vintage.

The debut Beaded Breakfast collection includes massive chain necklaces made of large links, thin necklaces-straps, narrow chains of small beaded rings, as well as statement earrings and rings. Colors range from basic silver and gold to bright ones including neon pink and bright green. Most of the jewelry in the collection was mono-colored, but we also presented two gradient necklaces of color combinations that were relevant that summer — blue-green and pink-orange. They became the most recognizable items in the collection: during the first month, the post with a blue-green necklace on the brand's Instagram account naturally scored more than 500 saves and more than 600 forwards.

Katya Kindras, the co-founder of the Beaded Breakfast brand, tells about the brand's concept:

Beaded Breakfast is an accidentally chosen name, but eventually, it determined the brand concept. We chose it because of the wordplay: Beaded Breakfast is like bed and breakfast, but with beads. It came to us during a quarantine walk with our daughter on the balcony. At first, it seemed a bit weird, but in a couple of hours, we already loved it.

It sounded like a journey to a fancy place, like a vacation or something. The feeling of freedom when you don't need to hurry and the only plan for today is to get dressed and have breakfast. Be sure to serve it and wear your favorite necklace. No gadgets, just your favorite meals. Enjoy!

Straight away, we knew we would shoot our jewelry on plates as a part of the served breakfast. That was our way to tell how important it is to take a pause. In addition to the pictures, we came up with short slogans, which stressed the breakfast concept. Have your jewelry served, beads to go, and enjoy your beads — we found the best words to express our love for both.

Another side of the concept is handcraft. All beaded jewelry is handmade, which requires a lot of time and attention to detail. We produce all the items with a big love for our clients and care about our team. Beaded Breakfast spread the light to our lives, and it's great to know that it now has a community of followers. Some of them got back to their hobbies, and others started to serve breakfasts and shared them with us. It worked out perfectly, and we hope it will last.