Where are you shipping from?

California's Central Coast

What kind of lighting do you use?

Most of the time, just a lightbox with a black background. Believe it or not, I’m set up for speed. To avoid going live constantly, I built a system where I can create reels in under 5–10 minutes. That means no targeted lighting or fancy setups. I leave that to people with more patience. It’s how I can move through 20 minerals in a good day without wanting to throw my rocks into the ocean. 

When did you start selling?

In the early spring of 2022! 

What inspired the black background aesthetic?

I wanted to bring elements of fine mineral photography into story sales. Once stories became my main channel, I felt they should be visually engaging. I also simply prefer the black background. Early on, some buyers were hesitant to trust the format and voiced concerns, even though the lighting and visibility were comparable most often to traditional white-background setups. Over time, the format was accepted by my buyers. I had to commit to the idea that the shop would not be for everyone in order to establish a clear visual identity, which was more important to me than mass appeal.

What inspired you to add the visual art to the stories?

After I committed to the look, I noticed more and more people adopting it despite having no prior interest in that aesthetic. To stay original and maintain a distinct brand voice, I pivoted by blending visual storytelling, music, and playful transitions into the videos. If you love gems and minerals, you’re probably drawn to beautiful imagery as well.

I keep the visuals nature-based, black and white, and intentionally open to interpretation. I’m a photographer and graphic artist, and I draw inspiration from my life and interests. I use real locations, along with photos or artwork I’ve created, sometimes from long ago, as source material. Occasionally, I’ll even meditate to see what ideas surface.

These visuals often take longer to create than the crystal videos themselves because I’m particular about them. That said, they’re meant as entertainment, and I don’t take myself too seriously. The process has become almost like a visual form of meditation. I wasn’t sure anyone would connect with them at first, so I’m genuinely grateful for the response they’ve received. While occasionally controversial, the visuals are animated with AI and then edited by hand into the final videos.

I believe inside all of us is a unique voice and that we should all find it and share it. This was an experiment gone right, but before it there were many that just didn't work. 🤣

What kind of rocks are in your personal collection?

I mostly collect large pieces, especially quartz. I’m unapologetically a size person. Small, perfect specimens don’t really do it for me. I’m not bothered by damage if the piece has presence and resonates with me. I also shop for high vibrations. I have some ugly but high vibe stuff I bought cheap but wouldn't sell for any money! I risk eyerolling by disclosing this but it is the truth.

How do you source?

I’m very selective about who I buy from. I won’t purchase from people whose energy or values don’t align with mine, regardless of price or quality. If someone isn’t a good person, I’m not interested.

That standard extends to how my suppliers source as well. If I feel they’re doing their best to operate ethically, treat people fairly, and run their business with integrity and transparency, and their pricing allows for sustainable resale, I’ll source from them long-term. This is a values-driven shop. We’re vibes-first, and I’m fully committed to that. There are too many people willing to overlook harmful behavior for profit, discounts, or perceived social clout, and you can rest assured we aren’t one of them.

Secondarily, everything is curated by me. Even when I purchase a flat, it has to be filled with thoughtfully selected pieces, with the exception of occasionally rare materials or true one-off flats. Selection costs more than blind wholesale, but it’s almost always worth it. Higher-value pieces are always hand-selected.

I travel to gem shows, do video calls with suppliers around the world, and prioritize buying direct, or from people who traveled and bought direct themselves. I avoid blind importing whenever possible, both for aesthetic reasons and to maintain quality and accountability. Small batches only :)