AFRICA CALLING - explore the ethos behind the award-nominated woman's Careless Rhythm Collection

Amy Boyen glances over a shoulder dusted with sand, biiju’s Careless Rhythm rock crystal earring dangling from her ear

Careless Rhythm Collection

Creative Director Joanna's native African sand dunes inspired the Careless Rhythm collection.

Sand dunes are some of the world's great natural wonders. Formed by the winds that sculpt their spectacular, compelling, rhythmic shapes, they are a dramatic canvas for Mother Nature to paint beautiful images of ripples, curves & peaks in rich, soft colors.

Sand dunes were formed thousands, sometimes millions of years ago, and play an irreplaceable part in protecting inland areas from swells, tides, and winds. Now they need us to protect & defend them like the national treasures they are. The biggest and most common threats to sand dunes have a human origin - construction as well as sand mining and farming. We are trying to help by donating some of the proceeds from the collection to environmental agencies.


Biiju Dune earrings & necklace shown against the dramatic curves of an African dune, wind whipping the sand up over the ridge
18ct gold dune earrings & necklace
Bullet-shaped pendant in rock crystal showing icy white internal shards, & a rock crystal cluster, both on a black background

Rock crystal is the stone featured in the collection. Fascinating as well as beautiful, it's also the predominant component of sand & the reason why sand sparkles brilliantly in the sunshine.

"I always find beauty in things that are odd & imperfect" - Marc Jacobs. Bespoke-cut to showcase their icy white inclusions (imperfections), no two pieces of rock crystal in the collection are identical.

A Japanese mythical white dragon represents the legends surrounding the rock crystal used in biiju Careless Rhythm jewellery

One of the oldest materials known to man & quite possibly the most interesting, there are more beliefs surrounding rock crystal than any other stone on the planet.

Ancient Japanese believed quartz formed from the breath of a white dragon, and regarded it as representing perfection. Australian Aborigines used quartz in rain rituals. The word crystal comes from the Greek word "krystallos" which means ice, & one of the many myths says its clarity comes from water frozen inside.

Since the middle ages people have believed that rock quartz is a living soul with an extraordinary power nestled in its crystals. This idea continues today - fortune tellers still use crystal balls to delve into our innermost secrets.

Considered a power stone & a master healer, rock crystal has been called the 'Universal Crystal' because of its many uses. Enhancing energy by absorbing, storing, amplifying, balancing, focusing and transmitting, it's also said to enhance thoughts, as they are a form of energy. Because it directs and amplifies energy, it is extremely beneficial for manifesting, healing, meditation, protection and channelling.

Blonde model Amy Boyen, bare shoulders dusted with white sand, wears the Careless Rhythm collection rock crystal earring

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