
The Story Behind Armour Femme
Hey! I’m Hana, and welcome to my first official blog post! I’m so excited to share the story behind this brand. Armour Femme is just as much about you as it is about me. It all started during the pandemic, a time when everything felt uncertain, and many of us looked for ways to stay grounded. For me, it was the perfect chance to combine my love for jewellery, my creativity, and my desire to make women feel amazing. Let's get into it...
The Beginning: Finding Comfort in Chaos
Back then, during those tough COVID days, I found comfort in the little things. Jewellery became my armour, a way to express myself, add a bit of sparkle to my day, and feel a tiny sense of normalcy. Getting ready every day (I know, def. not for everyone), even if I wasn’t going anywhere, kept me feeling like myself. But the truth is, Armour Femme didn’t actually begin with jewellery. At first, I wanted to create a safety keychain brand for women. In the States, lots of women carried pepper spray and other tools on their keychains for protection. I thought, "Why not bring this idea to Canada?" But after doing some research, I realized that selling or carrying things like pepper spray wasn’t allowed under Canadian laws.
Pivoting to Jewellery
Instead of giving up, I pivoted. I started making safety keychains without weapons, focusing on practical yet stylish designs. Eventually, as my love for Armour Femme grew, it just felt right to expand into jewellery. This transition made so much sense. Jewellery was always my go-to for feeling confident and put-together (especially a pair of hoops), and now I could curate pieces to share that feeling with others.
A New Chapter in the UK
My journey has been anything but a straight line, and I wouldn’t have it any other way. After graduating from law school in 2023 and building a foundation in business marketing prior to that, life took an exciting turn. I got married to the love of my life, and made the big move to the UK from Canada.
Here, I’m embracing a fresh start—relaunching Armour Femme in a brand-new market while also pursuing my dream of building a legal career. Starting over in a new country hasn’t always been easy, but it’s been an incredible adventure. It’s taught me the power of resilience, adaptability, and most importantly, following my heart.
Every step of this journey has shaped me, and I’m so excited for what’s ahead! 💕
What Armour Femme Stands For: More Than Just Jewellery
Armour Femme is all about helping women feel confident, chic, and effortlessly stylish. The jewellery I curate is designed for real women who juggle a million roles but still want to look and feel amazing. My pieces are bold, vintage-inspired, and trendy, yet affordable and easy to wear. Armour Femme isn’t just about jewellery; it’s about a lifestyle. Whether you’re heading out for a big night or just adding something extra to your everyday outfit, these pieces are made to fit your life. The brand’s colours —black, gold, and pink—represent sophistication, luxury, and a bit of fun, because who says you can’t have it all?
Celebrating Women Everywhere
More than anything, Armour Femme is about celebrating women. Whether you’re a student, a professional, a mom, or all of the above, I want you to feel empowered and beautiful. Through my collections, I hope to remind you that you’re already the "it girl." My jewelry is just here to help you show it off.
Looking Ahead
I’m so excited about what’s to come. With your support, I hope to grow Armour Femme across Europe and beyond. There are so many exciting collections, collaborations, and ideas in the works, and I can’t wait to share them with you.
Thank you so much for being part of this journey. Your support means the world to me, and I can’t wait to see how Armour Femme becomes part of your story.
With love and gratitude,
Hana
Founder, Armour Femme
7 comments
Armour Femme blends style and elegance in every piece, offering jewellery that is both timeless and versatile. Your brand is a must-check for anyone looking to support a thoughtful, passionate business
I’m so proud of what Hana has built with Armour Femme! She’s created a beautiful collection of jewellery that’s stylish, easy to wear, and really makes you feel confident. It’s clear she’s put so much thought and heart into these pieces, and I just love seeing her offer such a wonderful brand for women everywhere.
Keep striving Hana 🩷.
Your business offers stylish, easy-to-wear pieces that add a nice touch of elegance to any outfit. The designs are simple yet bold, and you can tell a lot of thought goes into each one.
Wishing you all the best in your amazing small business!
So excited to see your journey and wishing you all the best!
Aww your journey is so interesting as well as inspiring Hana. I am so confident that Armour Femme will be one of the top brands in the coming days.
Always rooting for you! ♥️