Started in 2017 as a previous brand, SELFISH The Label evolved into one of its own. Why SELFISH? In today's society, the term selfish is seen as "( a person, action, or motive) lacking consideration for others; concerned chiefly with one's own personal profit or pleasure." We're here to change that connotation. Being selfish isn't always a negative. We must invest energy, time, care, respect, worth and love into ourselves to help us be the best we can be, before giving that to work, friends, lovers, etc. Your time and energy is worth more than you give it credit for. Be selfish with who you share it with, be selfish with who you let add to or drain you of it and most importantly be selfish for you. It's your life, you live it once and you deserve to add value to it. Its your turn to be a priority. It's your turn to be SELFISH. We want every piece of jewelry or clothing we sell to be a reminder of how important and special you are.