Into the Wild: Aida’s Journey from Luxury Fashion to Wildlife Conservation From the bustling streets of Paris to the untamed wilderness of Africa, Aida’s journey is nothing short of remarkable. Born in Algeria and raised in France, she built a successful career in the luxury corporate world, working with some of the biggest global brands. Yet, her heart was always drawn to animals and the wild. Taking a courageous leap of faith, she left behind her comfortable city life to pursue her dream: living in the African bush as a wildlife photographer and safari specialist. Today, she documents conservation missions, leads tailor-made safaris, and uses her lens to tell powerful stories about the importance of protecting wildlife. In this interview,...

Zebras are one of Africa’s most striking animals — no two share the same stripe pattern, making each as unique as a fingerprint. Inspired by this individuality, our Zebra Bracelet is crafted from Dalmatian Jasper, a stone known for its playful speckled pattern that mirrors the wild spirit of these iconic animals. Dalmatian Jasper has long been associated with positivity and balance. Its earthy tones and contrasting spots encourage a sense of joy and grounding, much like the zebra itself — bold yet harmonious, social yet distinctly individual. Every bead carries its own pattern, ensuring no two bracelets are ever exactly the same.     Handmade in Hoedspruit, South Africa, by our team of artisans, the Zebra Bracelet is designed...

A Place of Healing in Southern India Tucked away in the rolling countryside of Karnataka, India, lies The Backwater Sanctuary — a safe haven for horses, donkeys, and mules who have suffered lifetimes of neglect, abandonment, or overwork. Founded with a vision to restore dignity to animals often forgotten in mainstream welfare efforts, the sanctuary is a shining example of compassion put into daily practice. Unlike dogs and cats, equines in India rarely receive widespread attention. Many are used as working animals, pulling heavy loads, carrying bricks, or transporting goods in scorching heat. When their bodies finally give way, they are often cast aside. The Backwater Sanctuary steps in at this crucial moment — rescuing, rehabilitating, and offering these animals...

Sky-High Sleepers: Giraffes only need about 30 minutes of sleep a day! Purple Tongues: Their 45cm-long tongues are dark to avoid sunburn. Neck Butting: Males fight by swinging their long necks in “necking” battles. Fast Sprinters: Despite their size, they can run up to 60 km/h. Unique Prints: No two giraffes have the same spot pattern—like fingerprints.   Share this post, learn more about conservation partners on our charity page, or shop our bracelets to help fund on-the-ground projects.

From Stockholm to the savannah, Karolina Norée’s story is one of courage, passion, and an unshakable love for wildlife. What began as a short volunteer holiday in South Africa turned into a life-changing journey that reshaped her path forever. Now, nine years later, she calls the African bush her home, working as a wildlife photographer and photographic guide. In this interview, Karolina shares her inspirations, the challenges of building a life far from home, and the moments in the wild that have transformed her perspective. From pre-dawn game drives to unforgettable encounters with nature, her story is a reminder of the deep connections we share with the natural world—and why conservation is more vital than ever. Can you tell us...

Discover the design inspiration, stone meaning and styling notes behind our handcrafted African Jade Bracelet — a wearable reminder of nature and resilience.

Discover AFeWiS’s inventive beehive fence programme — how it keeps elephants away from crops, supports communities and protects wildlife.

Five surprising and shareable facts about the African wild dog — a fiercely social, endangered hunter that keeps ecosystems balanced.

Discover how India’s Asiatic lion numbers have surged to 891 in 2025—from just 284 in 1990—thanks to conservation efforts in Gir forest and over ₹180 crore investments, offering hope for endangered species worldwide.

Discover how a major bettong rewilding initiative in Western Australia is reversing extinction trends, improving ecosystems and restoring hope for native wildlife—all with big implications.