I am Loved - SJ Strum x Betty Bramble

Betty Bramble and SJ Strum are thrilled to announce a collaborative partnership to bring an empowering collection of sweatshirts and hoodies that spread positivity and self-confidence.

The ‘I am Loved Collection’ features carefully curated positive affirmations on the inside of the sweater, facing the wearer not emblazoned across the front for others.  So you can wear them on days you need the reminder, and gift them to friends as a sign of support.

The Idea

Just after lockdown SJ and her late sister Naomi had the idea of Affirmation Wear. 

Affirmations are so powerful. A quote from Natalie Dattilo, a clinical psychologist “Affirming things about yourself that you value can help bolster your overall sense of self and self-worth, and it can improve your ability to cope with destabilising experiences”.

But if Live, Laugh, Love is just a poster or doormat - how does that affirmation travel with you when you yourself most need it?

I AM LOVED was born with the idea of the affirmation being on the inside sleeve of a sweater, facing the wearer not emblazoned across the front for others. So you can wear them on days you need the reminder, and gift them to friends as a sign of support.

A Legacy

In October 2021 Naomi suddenly became quite unwell and after lots of hospital visits she was diagnosed with stage 4 bowel cancer.  At this point, the sisters got a small run of the sweatshirts made and Naomi wore hers to chemo.

It helped, it really really helped and her chemo nurses loved them too. Naomi wanted to create the sweatshirts as a business when she was well enough.

Sadly Naomi passed in May 2023 so now we want to do this in her legacy, to bring her dream to life, and to share what meant so much to her and her daughters.

The I am Loved Collection

Naomi’s beautiful family, including her parents and two daughter have all contributed to this incredibly special collection.  They’ve helped pick colours, choose the designs and Naomi’s daughters have printed their very own sweatshirts in the Betty Bramble studio.

After lots of careful consideration, the following four affirmations are available on cowl neck hoodies, and crew neck sweatshirts for adults and children.

I AM LOVED

I AM ENOUGH

ALWAYS AND FOREVER

AND BREATHE

Thank you for supporting this dream.