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Our Story

Hopeful. Impactful. Customer-centric.

From a vision rooted in hope, impact, and unwavering customer dedication, Awareness Avenue took its first steps in 2016. Founders Mikkel Guldberg Hansen and Louise Toft Jørgensen envisioned a brand where jewelry became more than just something we wear– it became a beacon of love, connection, and positive change in our world.

Using the core values of empathy, simplicity, and kindness, what began as a duo's passion soon became a movement touching countless hearts. Today, Awareness Avenue stands tall as a testament to purpose-driven jewelry, with a family of creators united in their mission of uplifting lives and fostering shared bonds.

Every piece we meticulously design is a symbol of our commitment — to our craft, to positive global impact, and most importantly, to our cherished community of customers.

A Difference Through Jewelry

Every Piece Tells a Story of Change.

At Awareness Avenue, our jewelry is more than just an emblem of beauty; it's a catalyst for change. Each collection, from our "Inspirational Jewelry" that champions mental health, to our stand against blood diamonds or aid to ocean conservation- carries a tale of hope and transformation.

Over the years, our unique designs have resonated with more than 240,000 customers, creating ripples of positive impact across the globe.

Every time you wear an Awareness Avenue piece, you're not just wearing jewelry; you're wearing a symbol of our collective commitment to a brighter future. Together, we shine, we inspire, and most importantly, we make a difference.

Your Trust, Our Commitment

Exceptional Quality, Tailored Just for You.

When you choose Awareness Avenue, you're not just selecting a piece of jewelry; you're investing in a promise. A promise that every design, every stone, every finish has been meticulously crafted with you in mind. We understand the trust you place in us, and we're dedicated to honoring that trust at every step.

For your peace of mind and to demonstrate our unwavering commitment, we proudly offer a lifetime warranty on every piece you own. Our 24/7 customer service and reassuring 180-day guarantee are more than just features—they're our pledge to you. At Awareness Avenue, it's not about the sale; it's about the lifelong journey we embark on together. Wear our jewelry with confidence, knowing it's a reflection of our gratitude and dedication to you.

The Mission.

Crafting more than jewelry — we forge symbols of HOPE, CONNECTION, and CHANGE.

Uniting elegance with purpose, we craft symbols that champion hope and spark change. Every piece embodies our dedication to global impact, turning jewelry into beacons for causes that reshape the world.

TOGETHER, we adorn the world with PURPOSE and shine a light on causes that MATTER.

Solid 14k Gold Plating.

We craft our jewelry using 14k solid gold plating. Why? It's because 18k or 24k gold, while valuable, can be softer and prone to showing signs of wear more readily. Our Awareness Avenue customers often choose to wear their unique pieces every day; thus, 14k gold plating ensures superior durability and retains the desirable golden hue that adds to your personal style.

To keep your 14k gold-plated jewelry shining, we recommend a gentle clean with a soft cloth after each wear. When not in use, store your Awareness Avenue pieces in the provided velvet pouch to safeguard their luster and longevity.

S925 Sterling Silver.

Our silver pieces are crafted from S925 Sterling Silver, a choice that blends radiance, durability, and affordability. The S925 standard ensures resilience, while our high-quality rhodium coating enhances durability and shine. At Awareness Avenue, we ensure our customers enjoy timeless pieces that beautifully withstand daily wear.

To preserve the luster of your S925 pieces, we recommend a gentle wipe with a soft cloth after each wear to remove any oils or residues. When not in use, store your Awareness Avenue treasures in the supplied velvet pouch to maintain their shine and extend their longevity.

Surgical Grade Stainless Steel.

Our jewelry is designed from Surgical Grade Stainless Steel, a durable, affordable, and hypoallergenic material. It's an excellent choice for sensitive skin, reducing allergic reactions. At Awareness Avenue, we prioritize quality and comfort, enabling our customers to enjoy their cherished pieces daily without compromise.

Preserving the allure of your Surgical Grade Stainless Steel pieces is straightforward. Simply clean your jewelry with a soft cloth after each wear to remove any oils or residues. When not in use, store your Awareness Avenue pieces in the provided pouch, ensuring they remain protected and maintain their shine.

Craftsmanship Rooted in Quality and Strong Relationships.

Our gratitude extends to our master jewelers; every Awareness Avenue piece is handcrafted with attention, love, and a deep sense of partnership. We consistently prioritize quality and the satisfaction of everyone involved in our supply chain.

Our team, with a relationship spanning over seven years with our suppliers, has built strong, trustworthy ties with the finest craftsmen globally. This enduring partnership ensures that every product is crafted with the customer's experience at the forefront. Our pieces are meticulously manufactured and crafted with dedication to YOU.

Nurturing Our Team.

At Awareness Avenue, we nurture a work environment that prioritizes respect, collaboration, and professional development. We hold regular team meetings and feedback sessions to ensure open and transparent communication channels, encouraging each team member to voice their ideas and concerns freely.

We firmly believe in personal growth and lifelong learning; hence we offer opportunities for skill enhancement and knowledge expansion to all team members.

Our internal policies adhere to strict standards that ensure a safe, respectful, and enriching environment for all. This commitment to our team is an integral part of our mission, helping us to serve our customers better while fostering a positive and productive workplace.


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