A day that led to change….


Travel, Change, Blog


Written by Alex. 

(The aftermath of a big reveal via our VG newsletter)


A few weeks ago. It was a Friday and unusually, I took the day off. It had been scheduled, it was clear I needed a little break day.

I had been working 6 days a week for maybe 2 months (?) and forgotten what ‘time’ outside of Violet Gray felt like. Even if I wasn’t physically in the studio, my mind always was. And this obsession was partially, a choice. Have you found yourself existing in this strange ‘zone’ before?

The sun was shining brightly on this day, I don’t even remember what I filled that day with. Yoga, some cleaning? Sunshine and a coffee. I probably spoke to my sisters on the phone. Simple pleasures. But what I do remember was that I felt an energetic shift – as I sat in my own company and faced a few realisations.

I realised that I had been lacking that which I say I seek the most – space. A gypsy spirit, I crave the freedom to work how and from wherever I choose. Space in my relationships, where I have the time to be there. The internal space and dedicated time it takes to bring visions to fruition – seriously, a production process takes so much energy and time. Without space, nothing can grow. Not love, not true creativity, not growth itself. Not a business.

After some really honest, confronting conversations with Franny in the days that followed – it is now apparent that she had already reached the place of needing change and says that she was just waiting for me to arrive. Sisters, forever, patiently, unconditionally there. For this I am thankful.

So today we honour what we seek and make change.

This isn’t always the easiest thing to do. Letting go of parts of the business that we love in order to open to the possibility of even more alignment. Letting go of the known, in order to sit in a state of transition… allowing flow rather than force to guide. Letting go of what we know works, or our community loves, to bring to life a grander, larger vision for the brand.

Violet Gray has grown so beautifully. And opportunities for expansion are continuously landing in our inboxes. I have travelled to 3 countries this year so far, made some incredible working relationships and designed / created new samples that have indeed since arrived. The options endless. So why put the handbrake on now?

We want to make the space and create in FULL alignment with our values. I can’t just design for the sake of it and I feel like our industry has become so saturated, that in times I even resent it. Producing and flogging heaps of ‘stuff’ has never, ever felt like the direction we are destined to take. I need to step out, in order to step in.


Questions, maybe? 

Are we disappearing completely? No way mam. We are just having a MASSIVE, celebratory sale. Then, a rebirth? Perhaps… 

Will the Chakra necklaces still be available? Yes, and updated / offered in an even better way soon. 

Will you design more jewellery – like you have been? WE think so, but who knows… to answer would be creating restrictions, rather than freedom. 

Will you ever release that which you are about to SALE off? Nope. That is for certain. Jump on it. On the 4th of August 2016 at 6pm AEST – our 4th birthday – get online to access a storewide (almost) SALE where a huge amount of our designs will be reduced by no less than 40 / 50 / 60% OFF. 

What does this all mean? We are redirecting in a way that FEELS good. Trust us… Time will reveal. 

What is the plan for the future for Violet Gray? We create space, we sit in transition. We honour what really feels right and we see. Vague but honest. This is all we know.


So… there is change on the horizon babes. Bold, exciting change. Where we say ‘Fuck what the experts say – we are going to forge this path to our own beat’. And in the past when I have made heart led decisions that perhaps logically do not make sense, the journey to follow is one that soars.

Lesson : never be scared to fully acknowledge and act on what you need. As you change, change your course. 

Watch Violet Gray soar. And in the meantime in a week, jump online and grab yourself a few pieces at a steal of a deal. Some of the prices are so low, we are almost paying you to buy them!

May their magic be everlasting.

A x

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  • Jess Banks

    July 28, 2016 at 3:55 pm

    Alex, this is just beautiful. I have watched you grow, flourish and shine and so excited for your next chapter. You have shared some big shifts with me during my life and I thank you for your forever consistent love and support. Can’t wait to see what your journey brings for you.

    Jess Banks (the two sisters) xo

    • violetgray

      July 28, 2016 at 4:00 pm

      Oh Jess, you are the sweetest. It has been so much fun to have you in the world of Violet Gray over the last few years. Pretty freaking blessed to have women like you around us. Thank you little lady!! xx

  • Kate Caddle

    July 28, 2016 at 4:53 pm

    So damn inspiring Alex and Franny.
    I am in awe of all that you do, no doubt that whatever is on the horizon for you both is pure magic.
    You’re pieces sing so beautifully to my heart, as they do to many Just today my sacral chakra, and my moonstone ring inspired comfort during a situation that would normally be rife with fear. The ripple effect of what you have created is so so special, maybe so large that it’s beyond comprehension.
    Wishing you so much love for this transition xo

    • violetgray

      July 29, 2016 at 11:13 am

      Beautiful Kate – thank you!
      Humbled to hear of the presence that your pieces have in your life, in your days and so happy to hear that others experience what we do ourselves. Thank you for cherishing that which you wear, Violet Gray is just going to be offering more and more sacred feels. We love have you here with us, along for the ride! xx

  • Jarka | designedbylife

    July 28, 2016 at 5:31 pm

    Wow, so courageous, honest and beautiful. Some of the favourite qualities I look for in others. It’s been such a pleasure following your path, growth and stories, Alex and Fran and I have no doubt in my mind and heart that the path you choose next will take you on an adventure that we will support and celebrate. Well done for honouring what feels right. Lots of love for this exciting transition. xxx

    • violetgray

      July 29, 2016 at 11:15 am

      Thank you Jarka, so much. We appreciate YOU xx

  • Betsy

    July 29, 2016 at 12:08 am

    So bold! So life giving! So brave! I love wearing all my VG jewelry but you are so wise to take/make this space. Love to you both in this time!,

    • violetgray

      July 29, 2016 at 11:16 am

      Thank you Beauty!
      Walking the talk, there is only light ahead for this little label and all that she offers. We cannot wait to continue share the journey. xx

  • Trudy

    July 29, 2016 at 1:40 am

    Alex, you Fran and Scarlet, are all so inspiring! I can hardly wait to see what comes next for you three amazing women.
    Sent with much love and support ?

    • violetgray

      July 29, 2016 at 11:17 am

      We love you TRUDE! So blessed we are to have a Canadian Mumma in our lives. And we cannot wait to spend more time with you in just a couple of months x

  • Jill

    July 29, 2016 at 6:19 am

    ‘Courageous, honest and beautiful’ this description sums you up perfectly. Congratulations girls, you’re an inspiration and will be successful in whatever path you choose ??

    • violetgray

      July 29, 2016 at 11:18 am

      Thank you beauty! So kind, always so supportive. Let the path unravel… Love you x

  • Micala | Her Soul Compass

    July 29, 2016 at 8:03 pm

    Wow wow and a thousand times wow!! How beautiful that your sister waited for you to arrive. How gorgeous that you are so aligned together. And how freeing is it for the rest of us to read that a business can be so heart-centred in its absolute definition – heart-centred for all your customers (and I’m so happy to be one) and also heart-centred for yourselves. To tune in and decide to sit and see where your hearts take you next. Thank you so much for this xxx

  • Sarah

    August 4, 2016 at 8:43 pm

    Alex I adore you, thank you for your wisdom, guidance and love. As I read this (from my home town in Melbourne) my itchy gypsy spirit is too looking for space. I cannot help but find solace in Frannys words resonating with me ‘trust Al’ which to me has been translated to ‘trust all.’

    Looking forward to your new ventures xox

  • Tee

    August 24, 2016 at 5:31 pm

    I dont know why today I suddenly felt like i wanted to buy something from you. I already forgot what I wanted.. but it made me visit your website.. After browsing for a little bit I realised that something is going on.. maybe you are closing down.. and so I opened the blog to find this post. It’s beautifully written Alex! You’re always such an inspiration! I was honestly quite sad at the thought of you leaving as you are my favourite (or even only) place i go to for jewelery but after reading this blog Im relieved that this change is not due to some misfortune 🙂
    Will patiently wait for your come back 🙂 and thank you.. you make me rethink my life too 🙂

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