Bee Goddess jewellery is a favourite of Rihanna, Alicia Vikander and Natalie Dormer, to name but a few. Its founder, Ece Sirin, had an unusual entry into the jewellery world, having started her working life in high-flying corporate roles before finally discovering her passion for fine jewellery and life coaching. Here we speak exclusively to Ece about how she started her brand, why people are unconsciously drawn to her jewellery and the power it holds for wearers.
What inspired you to start your brand?
Having worked for 15 years in the corporate world for companies such as Coca-Cola and Microsoft, I created Bee Goddess with 12 symbols in 2007 as ‘the world’s first talismanic fine jewellery brand’. After studying different spiritual paths for many years, my search carried me to the world of mythology, alchemy, goddess spirituality and symbolism. In 2004, I made my first pendant depicting the moon goddess Artemis as a symbol of my soul. She became the key that unlocked my creative and spiritual potential.
Symbols and their wisdom and magic have become my passion and vocation. Bee Goddess is the fruit of my lifelong search for spiritual fulfilment, where I followed my heart’s path to create a brand to inspire others.
The past 10 years of my life have been dedicated to sharing this light with others through the creation of jewellery. My dream was to create a brand that promotes joy and true fulfilment by inspiring and empowering people. I feel privileged to have the opportunity to realise part of this dream through my designs, which find eternal forms set among gold and diamonds. Bee Goddess jewellery is not a status symbol, but a symbol of the soul. The value of each piece is not measured by its carats, but by the soul of the one who wears it.
Which is your favourite of the collections you’ve created?
We start truly living when we are awakened to who we really are, which comes to life in my Eye Light collection. Only if we can see the magical can we create magic. This collection and all its pieces are about waking up to our inner light and seeing ourselves and life through magical lenses. It is about spiritual rebirth and celebration to create a life full of beauty, power and grace.
Why do you think your line is consistently a Harrods bestseller?
My jewellery truly speaks to the soul. Bee Goddess is for people who are ready to start writing their own life myths. People are drawn to our jewels at an unconscious level as they feel their magical, empowering and healing impact as much as their aesthetic beauty. People become inspired while reading the story and powers of each design and use it as a talismanic key to unlock their paths for new beginnings. Our collections offer great depth where everyone can create their own stories by collecting the pieces.
We have a very unique sense of style with unusual, unexpected designs, which the clients love, as well as pieces you can wear day and night like a tattoo. All of our designs connect and talk to each other. We continue to grow our bestselling collections, so there is always something new and exciting. We have four stores and meet our clients day to day, which helps us understand them better. The craftsmanship and quality of our jewellery brings together 600 years of jewellery heritage of Istanbul, the capital of craftsmanship.
Who would you love to see wearing your jewellery who hasn’t already?
I adore women in power. I love to see role models and inspirational people wearing my jewellery and passing across our message to ‘shine your light so the whole universe shines brighter’.
Why do you think people are so drawn to jewellery?
Precious stones such as diamonds and rubies represent powers and qualities of the spirit, its wisdom and timelessness. Jewels manifest the light of spirit, they shine bright, and they are eternal. Their strength and light respond to our quest of immortality. I believe our love for jewels is a spiritual attraction.
Do you have any advice for people who want to start their own jewellery line?
Be authentic and find your own purpose and style.
How do you balance your jewellery work and spiritual life coaching?
Everything I do is about sharing the light of spirit, whether it is connecting to people via my jewellery or sitting together with them. My jewellery does the coaching via empowering its wearer. It is also very inspirational for me to meet the people in person and bond with them.
What is your favourite thing about being a spiritual life coach?
Nothing compares to the joy of helping people bring miracles in their lives. I love the authentic bond of trust and pure love when two people open their souls to each other. My role is to connect others to their inner wisdom and power. I create a safe space for anyone I work with so that they reach their inner wisdom and gain a sense of clarity about their greatness and their power to create miracles. It is similar to being a channel to divine light and forwarding that light to whoever I connect with.
What is the most challenging thing about being a spiritual life coach?
Rather than making an inner shift, people look for quick answers to ease the pain. Making an inner shift is about taking responsibility and accepting that we are the ‘creators’ of our lives.
If you could give one piece of advice about creating a better life, what would it be?
Accept your inherent greatness and start to look for magic in life so that you can create it.