Wednesday, August 29, 2012

Amaranth Collection: The Why

Over the past six months, I have been approached with many questions (and comments) about Amaranth, "what is your business," "what do you do," "why amaranth," "you need a name that is easier to say" and so on... I have thought many ways about how to communicate all of this to all of you, even though I'm not a creative writing genius I'm going to start with some blogs. 

In all the who, what, why questions I feel as though the "why" is the biggest driving purpose behind Amaranth Collection. When some people approach me about this subject they often think I didn't give two thoughts that Amaranth isn't the easiest word for every person to pronounce. The purpose behind this business is not about pronunciation of the name, it is about the message, the purpose, the meaning behind it all. In high school, a class conversation on the meaning of names sparked interest inside of me.  The teacher spent an entire class period talking to us about the importance and power behind a name. He spoke about how he believed that he named his children with purpose because he had spent a lot of time focusing on the meaning of the names, praying over their purpose before they even came to be. 

My Freshman year of college, I was going through some things. I had just suffered what I believed was the worst breakup in the history of the universe (HA! little did I know that wouldn't be the end my life, just the beginning of a new and better version of my life), I was extremely ill for about 7 months before the doctors figured out the issue (Gallbladder! Really?), my family was going through a life-changing trial, and my friends from my childhood through high school seemed to instantly disappear. Freshman year, I was in the midst of building a new group of friends, learning how to trust, learning how to be less of an emotional mess, and learning how to be intentional with my actions. I didn't learn that last one right off the bat, but I can say I am now on a new wavelength and getting that life concept more and more everyday. It is a mind-blowing, world-changing concept my friends. Try it sometime.

Rewind back to the midst of the mess, this is where it all began. I thought about the class conversation and thought "that should be the same thing I do with whatever business I choose to start someday." I was at home one night just going over all of the things that had happened to me in a short period of time, thinking of how I could in some way turn my "mess into my message" as "they" say. I made lists of qualities that mattered to me, and I looked up meanings of different flowers because as a visual person I have always loved flowers. They are beautiful, bright in color, vibrant in scent, and most of the time they are given to create joy in someone's life. I wanted my company to create joy in people's lives. Yes, you can find joy in a new pair of shoes or a perfect new accessory too. :)

After many google searches, I eventually discovered this "flower" called Amaranth. Developing the bigger picture took quite a lot of time, thought, prayer, and research. Each new search of amaranth talked about the meaning, "fidelity," "unfading." The more I read the more I connected. I had to look up the pronunciation too.  How cool! A flower/plant with powerful meaning, it doesn't only exist to be beautiful, it serves purpose for a source of nutrition because it is also a grain. Loyalty, never fading, sustenance. Heck yeah! That's my kind of flower right there! I set all of my notes aside after a few long nights having no idea that it would turn into anything. Having no vision comparable to what would happen three years later when I would begin a journey based upon that foundation that I thought was just my crazy brain trying to work through some things. 

Most of us have been in that place when nothing seems certain and we just want to connect to something that's stable. I'm not saying buying a new dress is going to give you that stability -- being apart of a positive community of women with common interests might give you a push in the right direction though. Joining a community where you feel like you can trust that the item you are buying is not just cute. In addition to being cute, each item you purchase represents your support of creating more joy in the world, supporting a company devoted to delivering loyalty, quality product, superb service, and a trustworthy environment. 

Your purchases help spread the message that bloomed something beautiful from something that started as just a mess, "an imaginary flower that never fades," an amaranth. Not just one amaranth, a whole collection. The collection that is made up of trend-setting products, styling services, professional quality cosmetics -- most importantly -- the collection that would not be complete without all of you who support Amaranth Collection by showing up, purchasing product, giving your time when it's needed, and giving feedback when things are posted on Facebook. Whether your actions are simple or great you are the reason this collection continues to grow locally, statewide, and nationally. I feel eternally grateful to God and all of you for giving me an outlet to connect with people and pursue my dream. 


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