I believe there’s two types of jewelry. The first is purely for aesthetic purposes, the jewels that go with a certain outfit or aesthetic. The second are the jewelry with purpose, and intention and meaning. These are the pieces that have the emotional connection, that inspire and motivate you.
One of the brands that does the latter is Amae Jewelry.
Amae Jewelry, a brand of the Amae Collective , is a line of pieces all handmade by Traci Weber, the store’s co owner. The collections, she says were inspired by “by yoga, ritual, meaningful moments, and everyday life.” Every piece from the brand is handmade by Weber, a yoga teacher for nearly a decade and wanted to create something that people could “carry the intentions of yoga off of the mat.”
“Amae became a way to turn those reminders into something wearable,” she said.
It all started “organically” as Weber called it.
“I’ve always been creative and built community through yoga, retreats, events, and experiences. One day I started playing with gemstones and simple designs, and it just clicked,” she said. “I began creating pieces for myself and for people around me, and those early designs eventually became the beginning of Amae Jewelry.”
Inspired by intention and coastal living, Amae jewelry have quality and love in all of their pieces. The gemstones are all beautiful and serve as little touchstones for whatever you need for that day. Some of the stones include reminders for calm, strength, love, truth, and joy. For some of those touchstone pieces, they serve as a reminder everytime a hand grasps the stone.
“Amae became a way to turn those reminders into something wearable,” she said.
The current line up of Amae pieces include necklaces and anklets, but Weber hopes to add more.
“I definitely see it growing. I’m working on new seasonal ideas, limited editions, moon and ritual inspired pieces, and additional jewelry offerings,” Weber said.
Some of the collections include Yamas & Niyamas Collection inspired by yoga philosophy, Anklets, Occasion pieces, and Limited Editions. Furthermore, Weber hopes to add that pieces can be customized for length, stones, and occasion— especially as the cards the pieces are on are also created by Weber as well.
For example, there’s stones that relate to certain occasions and seasons of the year, perfect for gifting and sharing the love and intent for the recipient. One example of this is a piece that my mother in law gifted to a friend of hers as a reminder that the recipient deserves happiness.
However, Weber notes that she has made pieces for many different times in life.
“Some of my favorite pieces are the ones created for shared moments — girls’ weekends, retreats, weddings, and celebrations — because jewelry becomes part of the memory,” she said.
Currently, the pieces are available for purchase on their website, as well as at the physical Amae Collective store in Milford and Mercy by the Sea in Madison.
However, as the brand begins to grow, Weber is still keeping the intention that started it all in mind with every piece she makes.
“I wanted jewelry to feel less like an accessory and more like a hug you can wear,” she said. “My vision is for Amae to continue growing into a yoga and lifestyle inspired jewelry brand rooted in intention, connection, and everyday rituals — pieces people wear not just because they are beautiful, but because they mean something.”
You can follow Amae Jewelry on Facebook and Instagram, as well as shop the Amae Collective on Instagram and Facebook.
For questions, custom requests, or purchases, people can also reach Traci directly at amaejewelryco@gmail.com.
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