ChaLuMu Has Grown Through Word of Mouth: Now We’re Giving Something Back

As a start-up company, ChaLuMu has grown through word of mouth. When we first launched ChaLuMu, we didn’t have a huge advertising budget or a big team behind us.

What we had was a simple idea: create beautiful jewellery designed to help women who suffer with anxiety, while still being something you genuinely want to wear every day.

From the beginning, our growth didn’t come from flashy campaigns or clever tactics. It came from real conversations.

A message saying, “You should try this.” A friend noticing a necklace and asking where it’s from. A recommendation shared at exactly the right moment.

That kind of growth means everything to us.

Because when someone recommends an anxiety necklace to a friend, it’s rarely casual. It usually comes from personal experience.

For the mum juggling work, children, and the mental load that never switches off. For the woman whose social anxiety makes simple situations feel overwhelming. For the overthinker who replays conversations and turns small tasks into something much bigger in her mind.

Anxiety doesn’t look the same for everyone.

For some, it’s constant background noise. For others, it shows up at the school gate, in meetings, in social settings, or in those quiet moments when your thoughts won’t settle.

ChaLuMu necklaces are designed to offer subtle, wearable support in those moments — while still being stylish, beautiful pieces you genuinely enjoy wearing. They’re jewellery created for women who suffer with anxiety, designed to fit into everyday life rather than define it.

And when something genuinely helps, you naturally want to pass it on.

A Brand Built on Real Recommendations

ChaLuMu has grown because women have shared it with other women.

Colleagues mentioning it at work. Mums talking at the school gate. Friends gifting it during a difficult season.

Not because they were asked to promote it. Not because they were paid to post. But because it became part of their daily life.

As a growing startup brand, every recommendation has mattered. Every order has helped us reach another woman who may need that extra bit of support.

That kind of organic growth feels different.

It feels honest. It feels steady. It feels earned.

And we’re incredibly grateful for it.

Why We Created the ChaLuMu Sharing Programme

Because so much of our growth has come from word of mouth, creating a sharing programme felt like the natural next step.

If you already wear and love your ChaLuMu necklace, and you’d like to share it with someone who might benefit too, this is simply our way of saying thank you.

When someone uses your personal code, they receive a small saving on their necklace, and you receive commission for sharing something you already believe in.

There’s no pressure to create content. No expectation to become an influencer. No complicated system.

Just a simple way to recognise the women who are already helping ChaLuMu grow through genuine recommendations.

Built by Women, Shared by Women

ChaLuMu has always been about more than jewellery.

It’s about small, daily support. It’s about steadying anxious moments. It’s about helping women feel more like themselves again.

If your necklace has helped you, and you naturally share it with others, we want to recognise that.

Because this brand has been built by real women, real experiences and real word of mouth.

And we wouldn’t have grown without that.

If you’d like to learn more about sharing ChaLuMu and earning commission, you can find the details here. Learn More

With Calm

Natasha & Megan xx