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In 2012, Chrissie Lam, Founder of Love is Project, felt moved to do something wildly different with her life, but she wasn’t sure what. Inspired by this unnamed feeling, she decided to leave her job in corporate fashion and set sail to discover what lies ahead.

While traveling in Kenya, she met a group of women in the Maasai tribe. These women made vibrant, high-quality, and gorgeous beadwork. Blown away by their craft and community, Chrissie worked with these women to design a bracelet emblazoned with one powerful word: LOVE.

Why LOVE? In a world that can feel heavy and discouraging at times, there is one thing that helps us all to thrive — LOVE. Relatable to every being in this world, Chrissie felt LOVE is the common thread that connects us all, changes lives, and brings people together.  Thus, with one single bracelet and one small idea, Chrissie found her purpose.

In 2012, Chrissie Lam had just left her job in corporate fashion and was on the hunt for something more. It was in Kenya that she discovered what that might be. As a fashion marketer and creative director, Lam knew she could help the woman of Kenya’s Maasai tribe turn their beautiful beadwork into an international sensation. By merging her background and network in design with international development, she did just that.

Lam worked with the Maasai tribe to design a bracelet emblazoned with a single powerful word: LOVE. The ultimate goal being to create jobs for their community. She brought the bracelet with her on her world travels. Chrissie chose the word “love” because it is universal; relatable to everyone in the world. It is the common thread that connects us all.

On a flight to Moscow she struck up a conversation with two women and asked them: What does love mean to you?

It was the question with infinite answers. This brief encounter led to hundreds more. Lam documented love stories everywhere she went, and eventually shared them on social media.

Fast-forward to 2014 and 50 countries later, a collection of LOVE stories began to unfold. It was always the same question: What does love mean to you? After sharing stories on social media of people wearing this special bracelet, supporters around the world felt moved to get involved — and the Love Is Project was born.

With each bracelet sold, Love Is Project fulfills its mission of empowering thousands of female artisans in developing countries around the world through fair wages, healthcare, education, and more, paving the way to a positive future ahead.


What started as a personal passion project, blossomed into a global movement. Love Is Project has grown into an international brand, providing jobs and new opportunities to 1,600 female artisans in an increasing number of developing countries across the globe. Bracelet by bracelet, Chrissie is humbled by the ability to spread love in ways she never dreamed possible:

• In 2018, Love is Project donated 1,600 LOVE bracelets to Marjory Stoneman Douglas High School as a symbol of support & solidarity in the wake of the tragic school shooting.

• In 2019, the brand sponsored the 20th Anniversary Marathon in Lewa, Kenya, focusing on efforts in wildlife, conservation and community.

Love is Project has enjoyed various press features including: Good Morning America, CNN, Oprah Magazine, Refinery29, Univision, and more. Glamour Magazine cover story celeb, Anne Hathaway, proudly wore her own Love is Project bracelet and confessed, “I’m more loving now, and that includes toward myself.” 


After successfully raising funds on Kickstarter, a new book documenting LOVE across cultures that Chrissie experienced on her travels is on it's way! The Greatest Love Story Ever Told is a forthcoming photo book filled with vibrant imagery and inspiring stories collected over the many colorful years since the inception of the Love Is Project. Stay tuned for the book's official release on Valentine’s Day 2020.

“This book is a collection of stories from my last five years of travel and work with female artisans around the world,” says Chrissie, “These stories give you a first-hand look at the unique cultures, talented artists, and inspiring people who teach us what it means to LOVE and all the ways you can LOVE.”

"The goal will always be to empower artisan communities worldwide via an ethical supply chain of love. We look forward to growing our partnerships with global artisans and making a difference."


  • CHOOSE LOVE: SHOP the Love is Project Collection | Wear and gift a LOVE bracelet knowing your purchase empowers artisan women in developing countries, supporting an ethical supply chain of love.
  • CONNECT with us on social | Follow us on Instagram (@loveisproject) or Twitter (@L0veisproject). Share your story and definition of love with us! Use #LoveIsProject for a chance to be featured on our channels.
  • JOIN THE JOURNEY Drop your email in the box below to join the community and stay up to date on the collective global impact of choosing LOVE + you'll get first dibs on new handcrafted styles, community discounts, and more!

We look forward to welcoming you on this journey of spreading LOVE, one bracelet at time!