Charli D’Amelio, who counts 109 million TikTok followers, is going from coffee to jewelry for her latest brand collaboration, teaming up with Costa Rica-founded and California-based Pura Vida on a pack of stackable string and charm bracelets.
The $45 pack was designed around the themes of happiness and positivity, Yahoo reports, with one bracelet featuring a smiley face charm and another with a metal piece engraved with the mantra, ‘all smiles here’. The limited launch will only be available as long as supplies last.
“I wanted to create something that I would genuinely wear and that my friends would love, too,” D’Amelio said in a statement, per Yahoo. “Pura Vida is one of the only brands of bracelets I actually wear and have been wearing for years because they’re so comfortable and don’t feel like I have too much on my wrists.”
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The collaboration also comprises — of course — a TikTok challenge hashtagged #ShowUsYourHappy, where participants are invited to share their simple pleasures and passions for the chance to win a bracelet pack. Beyond her foray into jewelry, D’Amelio is also an investor in the banking startup Step, a spokesperson for Invisalign, and the proprietor of several signature Dunkin’ Donuts beverages.
Pura Vida says it provides sustainable jobs to artisans worldwide, raises awareness for charities with certain product launches, and packages all products in biodegradable bags. This isn’t the first time that the company has partnered with an influencer, having previously worked with Lauren ‘LaurDIY’ Riihimaki.
