On Naming Things.

Artemis. Athena. Hera. Aphrodite.
Apparently, it’s a well-known trend to name jewellery after mythology. And apparently, I wasn’t aware of that.

When designing or naming pieces, I draw inspiration from many things — history, art, language, music, culture, to name a few. In other words, there’s far more to jewellery than just its metal composition.

This seemed intelligent at the time we released the Aurelian Hoops, Thaleia Studs, and Elysian Band. Each piece had a strong identity beyond the jewellery itself — which was the entire point.
However, a couple of months on from this brainwave, I realised Mindello had unknowingly hopped on some social media Gen Z trend.

Here I was thinking Elysian sounded poetic. Subtle. Rooted in history and symbolism.
Then I looked around and realised I’d unknowingly stepped into a glitter-covered naming cliché.

Turns out I was one moodboard away from launching the ‘Divine Feminine Collection’, and I didn’t even know it.

There’s nothing wrong with naming something what you want — if your earrings are Goddess of the Moon, be my guest. But here at Mindello, that was never the intention. We avoid trends as much as possible because... it's just not us.

It’s like bookmarking a quote thinking it’s profound — until you see it mass-printed on a Kmart cushion.

We still stand by our mythology-tainted names because they’re rooted in anything but cliché. It just means we have to bring some originality and elegance to something that turned out to be… ‘on-trend’.

So yes, some of our jewellery might sound like it came out of a mythology textbook.
But at least we haven’t name anything Persephone’s Tear.
Yet.

~M