Every once in a while there will be a brand or company that goes above and beyond to support its customers and make a difference with what they do. Not only to make them feel good with what they’re purchasing, but also how they feel when wearing or using the product. When I came across Max and Jill Johnson’s story, and their company Awe Inspired, I was just that; inspired.

Jill Johnson founded the company along with her son, Max Johnson, and launched in 2017. Jill, who is a three-time breast cancer survivor, had a goal to create pieces that had a powerful meaning and would inspire customers to remind them of their strength. To Awe Inspired, it doesn’t matter what kind of journey you’re on; all are welcome.

Thank you to Jill and Max for taking the time to speak with me and being so beyond kind. It was an absolute honor to get to interview two people who make this world a better place. Be sure to head over to the official Awe Inspired website + follow them on Instagram here.

DL: Max and Jill, thank you so much for taking the time to speak with me. I love the story of how your company, Awe Inspired, came about. How has the start of your summer been?

JJ & MJ: It’s been busy! We started summer with the launch of the Achilles + Patroclus necklace for our annual Pride campaign, which blew up because the tragic, romantic story resonated with the gay community and beyond.

We were also contacted by Alanis Morissette to co-create a necklace for her Triple Moon Tour, which has been an incredible experience. The Triple Moon has always been part of the core Awe collection, so there was this great synergy between us. We expect to stay busy – after all, it’s always summertime in LA.

DL: What made you decide to name the company Awe Inspired? It’s unique.

JJ & MJ: We were inspired by “the Awe moment” – something we heard people talk about when they had gone through tremendous obstacles, like overcoming cancer or getting out of an abusive relationship. The moment of seeing the light at the end of the tunnel and knowing the universe has your back.

Wearing pieces that inspire a feeling of hope, resilience and wonder can change your outlook on life. Everything we make is awe inspired. 

DL: Jill- you’re a three time cancer survivor; you are so courageous and brave for sharing your journey with the world. What made you want to do so?  

JJ: I felt a responsibility to do what I could to help in both meaningful and monetary ways to give back to other survivors through my work; through jewelry. 

DL: What would you say has been the most rewarding part since you first launched back in 2018? 

JJ: I get the biggest thrill seeing people out in the wild wearing one of our Goddess necklaces. It never gets old! 

DL: Do you have a favorite piece out of all the collections that have been released?

JJ: My Goddess is Joan of Arc – her story makes me feel strong. I love our Charm Links and piecing together all the symbols that tell my story. Our pieces are infinitely personalizable – each amulet or Goddess in my stack shares a different part of who I am. 

DL: Max- I love that you were a part of making your Mom’s dream become a reality; it’s truly beautiful. What made you want to be a part of it?

MJ: I see Awe as a way to give back to my Mom for all she’s given me in my life. She championed my education and my individuality, and represents so many qualities I am personally proud to have. I definitely wouldn’t have thought this passion project between us would be come my career, but here we are! 

DL: What has it been like getting to work with your Mom on something so special and meaningful to the both of you?

MJ: It’s endlessly meaningful and fulfilling. Every week with our team we read aloud our favorite recent customer reviews; it’s a moment of consistent pride and elation. We are so honored to create these meaningful symbols of strength and empowerment. We are shocked and humbled by how warmly this brand has been embraced. 

DL: When the Goddess Quiz went viral, what was your reaction? I would’ve freaked out, haha!

MJ: It was definitely surreal, but looking back, it makes total sense. Everyone is inspired by someone, real or mythological, especially in a society that is leaning into individualized spirituality.

People took the quiz and felt an immediate, strong sense of connection to their Goddess as a symbol of strength, compassion or the divine feminine. I felt honored and humbled to have played a part in something so important for so many people.

DL: Do you also have a favorite piece that you’ve created so far?

MJ: Our entire Lilith Collection we launched with Julia Fox to me is the perfect intersection of the fashion-forward momentum of our brand in tandem with a celebration of the divine feminine.

The pieces are edgy yet wearable and reverberate with a message of female-badassery and sexual autonomy. I can’t believe we got Julia to model it – I will never forget this campaign. 

DL: Leading up to the launch, what was the process like coming up with ideas for pieces that the company would release? 

JJ & MJ: We have long lists of ideas that we are always collecting and curating. Inspiration comes everywhere: from customer requests to museum visits, books, music. We try to meet the cultural moment with each launch, like the Lilith Collection, which spoke to the growing angst among young women in response to attacks on reproductive rights. 

DL: You have done a lot of giving back since you first started Awe Inspired. Why has that been so important to you? A lot of companies could care less to work with or donate to causes that will actually help or benefit people in need. It’s beyond admirable of you both. 

JJ & MJ: We started Awe in order to give back. Awe is a vehicle designed for empowering both the wearer and the greater community. Giving back gives our days building Awe meaning.

It also makes our products more valuable: giving back gives our customers meaning and makes their purchase all the more special. Giving back has always been an authentic pillar of our brand strategy. 

DL: One of the biggest things I think a lot of people love most about Awe Inspired is that it’s all about empowering its wearer. What do you hope for the buyer to feel after making their purchase?

JJ & MJ: If your Awe piece has made you feel anything – inspired, empowered, hopeful, pretty, unique, strong – we’ve fulfilled our purpose. We take time every week as a full team to read our customer’s reviews. They are filled with moments of celebration and love, but also of overcoming adversity and loss. These words keep us moving and reaching higher.  

DL: I have to ask; out of the celebrities you have collaborated with, or have worn your pieces, who has been your favorite so far?

JJ: Sarah Jessica Parker 

MJ: Definitely Julia Fox. She was the face of our Lilith Collection and our dream partner – the inimitable It Girl for female rage, unapologetic feminism and the strength particular to women.

DL: Is there anyone you dream of collaborating or doing a collection with?

JJ: Dolly Parton 

MJ: RuPaul 

DL: What’s next for Awe Inspired?

JJ & MJ: So thrilled for our campaign launch with the truly awe-inspiring Alanis Morrissette. It’s a dream come true. We are eager to keep pushing the envelope with iconic campaigns and collaborations.