I think the one thing that “Equilibrium” stands for and sets the brand apart is that it celebrates the positivity of life and this sets it apart from other costume jewellery designers, it is sentimental jewellery, it creates positivity in life, terms of endearment, carrying uplifting sentiments in depressed times, the concept was born in the U.K. whereby decades ago you purchased a greeting card to cheer up your loved ones something to refer and uplift them now is “Equilibrium jewellery with sentimental words in 80% of the range and this is the success behind “Equilibrium”.