When we started talking to Danielle Birrittella, the beautiful creator behind ELLA POE, about her newest collection, we were already ridiculously excited. Our excitement was springing from the first time one of Danielle's Constellation Necklaces arrived at the gallery. We realized, right then and there, this was perhaps one of the most special, and gifted artists we could ever hope to represent. Her pieces are simply, perfect. Danielle's attention to detail, her complete and singular devotion and love for each and every piece of jewelry she creates, is completely realized in her work.
We were looking for a way to celebrate the imminent... explosion? trend? consciousness? that was going to be the debut of the movie EAT PRAY LOVE. Months ago, I visited the ME&RO showroom in NYC to discover that the jewelry in the movie was going to be, of course, designed by Robin Renzi, as the films star, Julia Roberts, is almost as big a fan of the line as we are! :) The best news was that I truly loved each and every piece that had been designed for the film, and had confidence that our customers would as well, whether or not they ever saw the film. The pieces were just that meaningful and gorgeous.
When I attended the jewelry shows in NYC two weeks ago, I was not surprised that many, many other designers had created their own 'takes' on the coming phenomena of the story of a woman seeking spiritual and eartly fulfillment. And why not? For us, jewelry IS a wonderful way to support and foster one's becoming. Personal talismen for the journey is something we know jewelry can be.
Still, the saturation was immense, and we decided to present the Me&Ro collection, the Good Charma line by Pam Fink (an incredible woman and force of nature, who has gone on her own journey, to Bali, many times, and brought back the most exquisite ideas for her line) and that was about it.
And then we thought about Danielle and ELLA POE. Her brand new AMSTERDAM NECKLACE had just been an instant sensation in the gallery, and there was just something about this piece.. it felt like the message being celebrated. I decided to give her a call to talk about some ideas. And that's when it all began!
We talked about the fine line between celebrating the new, seemingly collective consciousness for the study of spirituality from other cultures, and the possibility of exploiting it. Something Giving Tree and Danielle had no interest in doing. We decided to let the idea marinate, and see if anything very special came to us. And then, at around 4 am the next day, Danielle called back. We had been researching (re reading the book Eat Pray Love) together, when Danielle shared a stunning coincidence.
The daughter of two spiritual teachers, Danielle had been born in the VERY SAME Ashram that the author of the book visits in India! In fact, the guru that had been so instrumental in Elizabeth Gilberts journey, had founded the Ashram, and had passed away the year before Danielle was born there, but his teachings and energy had been such a big part of her upbringing. She revealed that about 4 years ago, she had created a line of jewelry around this early childhood experience. Japa rings and Mala beads. She wondered if now was the time to share her deepest vision of the power of jewelry to transcend.
My answer was clear, and clean, and exactly in line with everything I believe...and also just happens to be the theme of our summer at Giving Tree Jewelry.
YES!
It is with remarkable pride, and tremendous excitement, that Giving Tree Jewelry exclusively debuts: PRAYER by ELLA POE
As Judith said, the moment she saw the collection, it is "breathtakingly beautiful".
I talk to much, I know this! So I thought it would be fun to ask the creator a bit more about the birth of this entirely special collection of jewelry!
DANIELLE BIRRITTELLA ON PRAYER by ELLA POE
GTJ:TELL US A BIT ABOUT PRAYER by ELLA POE!
DB:PRAYER is a collection of pieces that I have been dreaming about ever since I began making jewelry. Each piece is inspired by my experience as a child growing up in a very spiritual environment. My parents raised me in a Hindu ashram and we wore these mala necklaces to perform japa, the act of repeating a mantra over each bead, or station, of the jewelry. Honestly, I've hesitated in making these for a long time because they are sacred to me and I have only made them as gifts for close friends and family. When Rachel asked me to create pieces with the spirit of Eat Pray Love, the entire collection immediately came to me, at 2 in the morning!, and I just knew it was the moment to share this line. I actually spent a good deal of the first year of my life in India at the same ashram Elizabeth Gilbert visits in her book. Rachel had no idea when she asked me, so it just seemed kismet and I immediately knew what each piece would be.
GTJ:HOW DO YOU FEEL ABOUT THIS IMMINENT 'TREND' OF HINDU INSPIRED CREATIONS, LARGELY BASED ON THE 'EAT PRAY LOVE' PHENOMENA?
DB:I actually have pretty strong feelings about this "TREND" - and it's one of the reasons I've been cautious about sharing this line. I think it's really important to remember that these symbols are sacred to an entire culture. I'm thrilled for everyone who is excited about the Eat Pray Love movement and how it is opening people's hearts to self exploration, risk taking, and adventure. Personally, with my work, I am trying to maintain the spirt and integrity behind each piece by genuinely connecting it to the act of prayer, the practice of japa. I've always said that objects are beautiful for the meaning and story they hold, not simply because they sparkle. I hope people feel that in the Prayer Collection.
GTJ:WHY DID YOU NAME THIS NEW COLLECTION 'PRAYER'?
DB:I named the collection Prayer because it is essentially what the pieces serve to facilitate. I wanted to keep it honest and essential. These pieces are tools for the act of Prayer. It was very simple for me to use this name.
GTJ:WHAT KIND OF WOMAN DO YOU SEE WEARING THIS NEW COLLECTION?
DB:I imagine that someone would wear this collection because the idea of having a tangible article that reinforces intentions and desires is exciting for them. My mala is a constant reminder to me of where I come from and the things I value and believe in, and strive to live by.
GTJ:CAN YOU EXPLAIN A BIT MORE ABOUT THE IDEA OF THE MALA BEADS?
DB:In Sanskrit, mala means garland or necklace. One performs japa on each bead by running the beads over their middle finger and moving them with their thumb. We would recite our mantra over each bead.. that is 108 repetitions per necklace. 108 is significant for many reasons: it is divisible by 9 (the number of planets in Vedic astrology) and 12 (for each house of the Zodiac), ancient yogis also determined that the living person takes 10,800 breaths a day. The practice is the same with the rings as well.. just a smaller version.. I love the rings.. the diamond one I actually made for my mom!
-HOW DO YOU INCORPORATE SPIRITUALITY INTO YOUR DAILY LIFE?
Good question.. Well, breathing is important. That might sound ridiculous, but as a yogi and an opera singer.. it is pretty much on my mind all the time. Breath is the thing that brings me back to the most simple and essential place. From there, I can more easily find peace, love, and most importantly gratitude.. Life can be nuts. We can't control it. As much I like to go on bicycle rides in the fields and hikes in Topanga by the ocean, and to my favorite yoga classes - when I can't because the insanity of the day has taken over and I'm sitting in LA traffic, I try to maintain a sense of humor and keep my heart open. Levity is an incredible thing. A smile, a breath, and a big heart really put things back into perspective.
GTJ:DO YOU HAVE A FAVORITE PIECE FROM THIS NEW COLLECTION?
DB:Hard to say.. I love the only you, only you, only you golden band on the double chain.. it's just pure sweetness. I love it. I wish I didn't make it myself so that someone could give it to me! I also really truly love the malas with the big diamond guru beads. They are yummy - especially in person! It's really fun to be able to create them with your favorite stones, or birthstone.. they become incredibly personal and even more special.
GTJ:WHEN YOU WERE CREATING THIS COLLECTION, WE TALKED ABOUT USING SOME MANTRA'S FROM YOUR CHILDHOOD EXPERIENCE.. CAN WE LOOK FORWARD TO THIS IN THE FUTURE?
DB:YES YES YES! There are many things to come.. this is just the beginning.. I am so excited to share each evolution with you!
GTJ:YOU HAD GREAT SUCCESS WITH YOUR 'CONSTELLATION' COLLECTION. I KNOW YOUR FATHER IS ALSO AN ASTROLOGER.. TALK ABOUT PUTTING YOUR PERSONAL EXPERIENCE INTO YOUR JEWELRY. DO YOU ACHIEVE A SENSE OF FULFILLMENT OR RESOLUTION?
DB:I would say, yes, it is fulfilling to incorporate my personal experiences. This is the work of the artist - this kind of synthesis. I'm grateful that I have so much to work from.
GTJ:IS GIVING TREE JEWELRY YOUR FAVORITE COMPANY EVER?
DB:I love GTJ. Truly. The support they give to their artists really is unique and actually moving.. In this jewerly/fashion world, it is SUCH a rarity to have genuine love and support for what you make and who you are and what you believe in. I'm so grateful that GT has supported me in finally putting this line together.
GTJ: WHERE DO YOU SEE THE PRAYER COLLECTION GOING?
DB:I have LOTS of ideas... but we'll all have to wait and see. Each piece is small treasure and you will see that reflected in the designs that come.
GTJ:DO YOU HAVE A PERSONAL MANTRA YOU TRY TO LIVE BY?
DB:I grew up with omnamashivaya and guru om. I must have said them so many times as a child, that whenever I'm in a scary situation these mantras instinctively come to my and I find myself repeating them. THIS is the power of repetition and the entire point of the japa practice. We are such creatures of habit and we train ourselves and clarify our intentions through regular practice.
GTJ:ARE YOU GOING TO SEE THE MOVIE?
DB:Yes... I really want to see how they show the ashram and I also really want to see James Franco, and Javier.
GTJ:FINALLY, WHEN ARE WE GOING TO GET TO HEAR YOU SING???????????????? :)
Soon! I promise... I'm just so busy with jewelry...
*Danielle on left, the picture of enlightenment, at four! And her brother Sasha in his prayer beads!
Danielle-From the bottom of our joy filled and excited hearts, THANK YOU, for sharing this collection, for being an artist at Giving Tree Jewelry, and for being my friend and inspiration-
Rachel, August Springs, NY
Prayer.
The word alone, whether spoken aloud or just said to myself, evokes in me an immediate sense of peace. For me, the act of prayer is both earth and heaven oriented. About prayer, I feel much the same way I do when standing on the edge of an ocean, expanding infinitely before me. I feel small and reverant, and yet...a part, of everything. I am sure everyone has their own relationship with the word, with the act, of prayer. For me, it is as important as breathing is to my being alive, now, on this planet. A customer, who became a dear friend, Mindy from Mississippi, once gave me what I hold in my heart to be one of the highest compliments. She had found these two words together (a perfect poem, in my opinion) and told me she had thought of me when she read it. PRAY CEASELESSLY. I hope it is what I do.
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