As a proud Swiftie, I’ve been completely charmed by the friendship bracelet movement. What started as a musical, sparkly expression of connection grew into a viral, culture-shifting phenomenon. It’s a beautiful reminder that community doesn’t have to be complicated to be powerful and that visibility can be simple and colourful.
I’ve known Justine Sones for years, and if there’s one thing I’ve always admired about her, it’s her unwavering belief in the power of real connection and authenticity. Whether it’s in her writing, her motherhood, or the way she shows up, Justine understands that community isn’t something extra, it’s the core of meaningful, lasting visibility.
Visibility doesn’t always come in the form of media hits or follower counts. It can be in a well-chosen piece of swag that makes someone feel seen, a thoughtful message that lands at just the right time, or a shared moment between brand and audience. When businesses show up authentically, strategically, and as their whole selves, people pay attention, they stick around and they tell their friends.
Here’s what Justine had to say about the power of community, beads, meaningful swag and what Taylor Swift started.
When I started making beaded bracelets, I wasn’t thinking about press or publicity. I wasn’t even thinking about starting a business.
I was thinking about connection.
It started with a small act: a bracelet passed from one person to another. A few beads, a short message, a tiny gesture that said, You’re not alone. It wasn’t meant to go viral. It wasn’t meant to scale. It was just meant to make someone feel seen.
And somehow, it traveled.
The Elbows Up bracelet—originally created to support a local campaign in my community—ended up being worn by a future Prime Minister of Canada. It’s been gifted across cities and countries. It’s sparked conversation and connection far beyond what I imagined.
And it reminded me of something important:
The messages we send into the world matter. And they travel further than we think.
In business, we talk a lot about reach. About growth and visibility. But the most powerful form of reach isn’t just about exposure. It’s about resonance. It’s about what people feel and what they do when they come into contact with your work.
As small business owners, especially those of us who are mission-driven or community-minded, we often underestimate the power we hold. We think, Who am I to make a difference?
But here’s the thing:
You’re already making a difference.
If you offer a service that helps people feel more confident, you’re building community.
If you create products that bring people joy, or invite them to share something meaningful, you’re building community.
If your brand makes someone feel less alone, or more like themselves, you’re already in the work.
You don’t need to start a new initiative to have impact. You just need to look at what you’re already doing—and ask how it might ripple outward.
Maybe that means:
Making it easier for people to share your product or message with others.
Using your platform to spotlight causes, creatives, or communities you care about.
Inviting your audience into the behind-the-scenes of what drives your work.
Creating experiences or conversations that foster connection.
You don’t have to be a politician or a public figure to shape culture. You just have to care—and be willing to let that care show up in what you create, how you share it, and who you invite in.
That’s what we’re doing with Vigilante Gifts.
We sell bracelets. But what we’re really offering is a reminder of what’s possible when we link arms instead of point fingers. They’re a symbol of care. A tool for connection. A way to say, I see you, without needing the perfect words.
So if you’re wondering what your role is in this messy, complicated world—start here:
Look at what you already do.
Ask what kind of ripple it creates.
And then ask: How can I amplify that?
Because community isn’t built in big, sweeping movements.
It’s built in the quiet moments.
In the conversations.
In the bracelets passed hand to hand.
And you’re more powerful than you know.Connect with Justine @justinesones
Follow Vigilante Gifts @vigilantegifts
Shop the bracelets or plan a bracelet party
