Chrissie Lam -

Founder & CEO - Love Is Project

CLICK image to dance over the Love Is Project

Featured on Oprah and America's Shark Tank, Chrissie left corporate over a decade ago to bring more love into the world through her brand’s iconic beaded LOVE band. Through these bands her company creates jobs, exposure and income to thousands of artisans around the world.

Chrissie is cool, calm but fiercely passionate about her work. It's a beautiful concept and I love the variation through the product range that showcases the different cultures and traditions from around the world. Knowing everything has been hand-made makes it so personal, just like love.

With wonderful personal stories from all that she has met along the way and published in her book “The Greatest Love Story Ever Told: A Collection of Love Stories from Around the World.” A powerful topic dear to us all.

We met over 15 years ago when we worked together in New York for highstreet retailer American Eagle Outfitters when Chrissie was head of concept. She has a wonderful eye and a kind heart. Read our interview as she speaks about her story to build her business, creating jobs for thousands around the world, the challenges for founders and her hopes for the future.

Roll tape…..

What's your title Chrissie, what term do you use?

Founder and CEO of Love is Project

All singing, all dancing?

Basically. It’s been a 5 years process slowly delegating out so I don't have to do everything and can focus on things I am better at.

What made you set up Love is Project

Well it kind of found me. I left corporate 10 years ago and moved to Kenya. I was dabbling in a few different things like consulting, creating projects for brands and trying to connect these brands to organisations or non-profits, mainly around Kenya and Bali.

Figuring out what was working and what didn’t, I was enjoying it though it wasn’t tapping into my skill set. I like connecting people, but I’m really good at concept creation. However, I found myself grappling with questions like “does the world need me to create more things?” And “do I really need to create a whole brand to do that?” Honestly, I had to go with it otherwise I was never going to actualise my vision.

Big companies are slow. Working through so many layers, with so many variables that you couldn’t control. I felt I had to take more ownership and empower myself to really drive this. At least if I had my own company I could execute fast. I made peace with it all knowing we are creating jobs for women, creating light weight bracelets, nothing too heavy for shipping, no big machinery and using local resources like beads.

How was the idea for the ‘LOVE’ bracelet conceived?

The whole concept started when I was with the Maasai in Kenya. The bracelet was something they could make relatively easily - they are known for their beautiful beadwork - and be marketable to the West.

While on the flight with the original LOVE band on the way to Moscow, Russia, I started talking with two girls. We shared stories of our countries and I told them that I had this idea, I said,”if you tell me what LOVE means, i’ll take your photo when we land… and then I’m going to do this for the rest of my trip.” So that's how the LOVE story all started.

The bracelet was a great vehicle for this message. From the research we saw message bracelets are so good at this, just think about the ‘LiveStrong’ from Nike.

Was the idea always about the jobs and the band itself became the vehicle for that?

Yeah so, the goal specifically was to create jobs for the artisans who make products.

Plus there are so many issues in the world right now, with wars and lots of negative media so the band is trying to focus on positivity and by connecting people around the world and asking them ‘What Love Is’, is a deeper question than just how’s the weather?

Will you share a good Love Is story?

One of the first that inspired me was a girl from Northern Serbia, she said “love is proportional to your will’ and I love that, the stronger your will, the bigger your love.

Here's one little bracelet band and it's grown to a huge international brand that creates jobs for thousands. If you want it and you're hungry for it, you’re going to make sure it happens.

Which is your favourite of your bands?

The OG (original) out of Kenya is of course very special to me, it’s had all these people from around the world that held the first bracelet and the energy that went into it, from the hundreds of people who wore it, was meaningful and powerful.

Here is this connection, the universe meaning of what Love is and that is what people Identify with our brand and what to support

I also love our gold plated and sterling silver out of Bali, Indonesia and these rosary beads from Mexico.

CLICK image for more on bands and pieces for Chrissie at Love Is Project webpage

What's been the toughest part of setting this up

As a founder it's very isolating, there are so many moving parts and you have to figure it out, ‘cos no one else is going to do it for you! Coming from corporate, I got some ideas about business but art school didn’t give us much. That would have really helped going down the entrepreneur route.

How would you describe your leadership style?

Pretty chill. Working with a lot of people it's about making sure everyones on the same page. I don't like to micro-manage, but I’m also a Capricorn, meaning I sit there thinking ’Oh well, I might as well do it myself cos no-one else can’ so I end up doing too much. Haha

I know it is not sustainable. I want to be able to trust more and delegate more, it's a process.

How do you look after yourself?

I take breaks, acupuncture, hot yoga and tennis from time to time. I take time to do plant medicine, that brings me back to source when things get stressful.

…And if you were going back 5-10 years what would you do differently?

I think I would have gotten into the e-comm business earlier and spent more time learning this. All the marketing parts, CRM, which you don’t know unless taught. Because after you launch, you’re learning on the fly!

If you don't innovate or evolve, you are going to get left behind. Don't ever get too comfortable, complacency is the worst place to be in.

What advice do you have for younger founders?

If you’re doing it all by yourself, you can get spread thinly quickly. So set realistic expectations, small goals and get them done.

Or find a partner that can help balance you out. If you are more creative, find a business person. If you are more about numbers, find a concept person.

I think many are disenchanted with corporate. If you do want to go down the entrepreneur route, taking the leap is scary but it is important. You have to let go and see where it takes you. Taking little leaps is good, maybe take a sabbatical, do the research before, do a warm up that makes it all a little less scary.

What do you hope for in the future?

Since the pandemic I have been spending a lot more time in California. Personally, I am excited to get back to Bali and figure out a home base. Professionally, grow the team, find the right people to delegate and grow the brand so I have a better work-life balance while creating more jobs.

Do you have preference over hiring?

95% of our artisans are women, there are some men, they do some finishing of the band or are part of small husband and wife teams.

In our direct office, we have both women and men, it's important to have both energies in the business - the Yin and Yang

Do you have a final sound bite as a messenger of love AND Love Is?

The world needs more love all the time, so it’s about embodying that to spread the message.

Where can people find you?

Our website is Loveisproject.com and we on both Instagram and facebook @loveisproject

Chrissie Lam, so good to speak to you, safe journey back to Bali, keep doing the excellent work in supporting so many people around the globe and the artisan women of the world.