The Amethyst Ring Campaign: From Product to Purpose

The amethyst ring collection is Keyco Studio's most personal product line — and the one that best shows what I can do as a brand marketer and copywriter. This is the full campaign: the product listing, the launch post, and the restock. 

THE PRODUCT

Raw amethyst rings, hand-set in sterling silver. Each stone is unpolished and one-of-a-kind. 25% of every sale is donated equally to NACOA and Shatterproof — in memory of my mom, and for every family that knows how complicated addiction can be.

THE LAUNCH POST — Instagram

My mom died at the end of December, and while I was shocked, I wasn’t surprised. Alcoholism consumed her entire being a long time ago. Her death doesn’t change my everyday life much. We hadn’t spoken in over ten years, and I had no intention of ever-changing that, but my heart is so broken for 15-year-old me, who clung to the hope that love was stronger than addiction with white knuckles. Grief doesn’t start the day an addict dies. You start grieving an addict while they’re still alive, nodding off at the dinner table, and it hits you that it’s becoming harder and harder to remember who they actually are.
I grieved my mom every time I lied about soccer being canceled because I was scared to have her drive me. I grieved her every time I learned the hard way that a “mother’s unconditional love” did, in fact, have many unattainable conditions. I grieved her when I accepted that there would always be a subtle ache of homesickness in me that can never be fully soothed.
Amethyst, in Ancient Greek, translates to “not intoxicated”. It is known as the stone of sobriety and has been used as a symbol for overcoming addiction for decades. It has a very soothing energy that provides clarity and healing change. It is especially beneficial for recovering addicts as it weakens physical, psychological, and emotional pain.

It was also my mom’s favorite color.

25% of each raw amethyst ring purchase will be donated—half to Shatterproof & half to The National Association for Children of Addiction (NACoA). See the second slide or the Etsy listing for more information about these two non-profits.

If you are struggling with addiction or struggling because of a loved one's addiction, please look into the two resources above or call the Recovery Centers of America Hotline 24/7 at 855-404-3541. (

THE RESTOCK POST — 

Hi, it's me again, with more amethyst. I meant to restock these a little sooner… but between hand-picking the right stones and making sure the energy felt right (and, okay, maybe keeping a few for myself), it took me a little longer than planned.

Each ring is raw, real, and made with intention — hand-set in sterling silver and infused with all the good vibes and a little protective energy. (Probably not legally binding, but I believe anyway.)

25% of every purchase is donated — half to @nacoa_org and half to @shatterproofhq — in memory of my mom, and for every family who knows how complicated addiction can be. Go find your ring, treat yourself, and blame it on your healing era. (top picture)

THE RESULT

Sold out on Mother's Day. First donations placed in honor of Kathryn Hartnett. The campaign generated Keyco Studio's highest-engagement post and its most meaningful work. (last picture)