A thoughtful purchase: My new timepiece

Solitaire Townsend is the woman behind the quote Wear clothes that matter. I think it’s a good idea to try and extend that to other things like skincare and accessories too. These days, I put a lot more thought into the purchases I make, much more than my teenage self who simply wanted more, more, more and to pay as little as possible for it.

At the time I didn’t give much thought to the idea of where I spent my money mattering. Instead my mindset was focused on the fact that I didn’t have much money to spend so I had to buy cheap in order to be able to afford all the things I wanted. Furthermore, I would always put quantity above quality to the point where a £4 t-shirt felt like a win (even though it wouldn’t last longer than a few months).

But over time, as I’ve gotten older, I’ve started to think more about the items I buy and the brands I support.

Even though my focus on shopping habits usually extends no further than clothes I’m realising more and more that I want the changes I make to become part of my lifestyle overall.

Around a year or so ago I came across a brand called Vitae London.

Vitae London is a time piece brand founded by William Adoasi backed by Richard Branson along with shareholders.

Their mission is: “Time, and its opportunities, belongs to all of us, wherever we are in the world, we can live without limits.”

What drew me to the brand was the fact that each purchase made contributes to supporting children in Africa through providing school uniforms or a solar light. Not only does this totally align with their mission statement but as a consumer it’s also wonderful to know that me purchasing from the brand will help make a difference.

So, towards the end of last year when I finally decided that as a woman in my early 20s I should have at least one watch, Vitae was the perfect option.

Luckily for me at the time they had a pretty good sale on so I was able to purchase a watch and get it engraved for under £100.

I opted for the Kleinsskool Silver, a simple, minimalistic black leather watch with a white face.

Sure, I could have paid less for a watch but I also could have paid significantly more. Plus, with age and experience I’m learning that so many of the purchases we make are about how we choose to value things and the stories we tell ourselves about the things we buy (I learnt that from Seth Godin).

In this case I value a brand that looks at the bigger picture and chooses to make a thoughtful contribution to the lives of those less fortunate. The story I tell myself is that the item is worth it because I like how it looks and I get to support a business founded by a black man.

Do you put thought into the brands you buy from?

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