Last year my daughter, Almendra, and I found ourselves in one of life’s curveball twists that leaves a person feeling upside down and lost.
It was this curveball that swept us into our new unexpected journey, a time we needed to lean on each other most.
It started with a late night drive. We talked about our grief with just losing the core of our family; my mom Avi. I could see the affects it was having on Almendra’s mental health. My daughter and I decided we needed to do something meaningful that would honor the fun loving spirit my mother encapsulated.
Almendra and I walked into Michaels with the goal of making beaded jewelry for friends and family to honor my mom.
My mom loved jewelry. She owned so much that she had multiple jewelry boxes in different places. No matter the day, weather, or the event she was attending, Avi would always have multiple layers of necklaces, the brightest and biggest rings, and the most colourful unique bracelets.
That night, Almendra and I stayed up way past our bedtimes beading our little hearts away. We made at least four necklaces and so many bracelets, we lost count!
That first night we created more than just beautiful jewelry. We created our joy again. Creating something that beautiful brought us peace and an mutual understanding that our Avi was laughing with us from heaven as we combined different colors, shapes, and patterns that reminded us of her.
After that night we kept creating and stringing together different ideas to continue honoring our Avi. It was too much fun to stop.
Now almost 1 year, over 10pop up markets, and 450 online sales, we are proud to introduce For.Avi. A small mother and daughter owned jewelry business. Almendra seamlessly taking the role of designer, social media manager, and orchestrating our online orders.
We are so humbled by the growth of our business that started off as simply celebrating the life my mom lived. Full of color. The impact of our jewelry is just getting started.
The late nights, tired fingers, and some frustrations has brought Almendra and I to a whole new level of our mother and daughter relationship. I value the opportunity to empower my daughter to reach to the moon as she has inspired me to. Most of all we know my mom is smiling down on us. Because it is all for her. It is all For.Avi 💕


With love,


MJ and Almendra