Why We Exist

If you’ve ever walked home with your heart in your throat, felt your gut twist when a stranger stared too long or panicked in a crowd because something didn’t feel right - HI! You have found us - this brand is for you. We exist so you can: Feel more prepared when the world doesn’t feel safe. Carry UK-legal tools that actually work. Buy from people who understand fear and are done with silence. We’re not here to scare you. We’re here to remind you that you have options.

The Values That Guide Us

Treat People How You Wish To Be Treated

Kindness and fairness are an absolute non-negotiable. I run this business based on respect, whether you’re a customer, a team member or someone just discovering our brand. We don’t tolerate racism, sexism, homophobia or silence in the face of it.

Safety Should Be Accessible to Everyone

I whole-heartedly believe that you shouldn’t have to choose between feeling safe and being able to pay your bills. That’s why I do my best to keep our prices fair, support charities and always advocate for the most vulnerable not just who can shout the the loudest.

Be Loud When it Matters

I speak up and I advocate for everyone doing the same. Whether it’s about women’s rights, mental health or safety laws that need changing, I don’t stay quiet about it to keep everyone comfortable. If it’s wrong, I’ll say it. If it’s brave, we’ll back it. If it’s new legislation updates that we all need to know about - I will announce it.

Show Up As Your Full, Messy Self

I don’t hide the bad days. If I am crying, you’ll probably see it. If we are stressed behind the scenes, we’ll say so. I show up every single day - good or bad, honesty creates real connection and trust. Don’t be afraid to be you, you will naturally see a change in your circle - for the better.

Mental Health Over Hustle

I fully believe in taking breaks, having weekends, going on holidays and still running a successful business. Our energy is part of our impact and we should protect it. Whether you are running a business, mumming full time or anything else - rest, savor your coffee. We can’t pour from empty cups.

Turn Pain Into Power

This brand was born from fear but it’s built on strength. We shouldn’t ignore the past, but we don’t let it define us either. I believe that you deserve to feel powerful, because when fear controls you, your life starts to shrink. You start to miss out on the things that matter to you the most. And I am so not here for that. We’re all here for living for joy, for connection and for memories that stay with you forever.

You don’t need to explain why you want to feel safe. You don’t need to shrink yourself or stay silent.You just need tools that work and a community that gets it. That’s what we’re building here. Thanks for being part of it.
Love, Shannon x