Since its founding in 2014, the brand has observed a departure from traditional accessories toward pieces that carry emotional weight. According to founder Gavin, the community has been the primary architect of the company’s direction, influencing everything from engagement ring styles to the current demand for custom motifs. The voting initiative serves as both a retrospective of the brand's growth and a data-gathering effort to map shifting consumer aesthetics.

Alongside the anniversary events, the company is diversifying its portfolio with the launch of the Until Death collection. This gothic-romance line features ten pieces, including coffin-cut bat wing ring sets and thorn-adorned quartz jewelry, priced between $109 and $149. The move reflects broader industry trends toward bold, alternative aesthetics and the rise of personalized, collectible jewelry. Participants who cast their votes on the company website receive 500 reward points and entry into a gift drawing, with 12 winners scheduled to be announced shortly after the campaign concludes.