Pride 365 vs. “Pride Month”
For many larger companies, Pride starts on June 1st and ends 29 days later, but that’s not what we’re trying to do here. Pride doesn’t end when the campaigns do, so at Luna we want to celebrate the LGBTQIA+ 365 days a year. Experience Pride 365 collection.
That means putting attention on the people and spaces that actually shape the community, organizations & activists doing real work, queer-owned businesses, and artists across everything: books, film, music, and art.
It also means holding space for self-expression in a way that isn’t tied to a moment or a trend. These aren’t pieces that we want you to pull out from the back of your closet once a year, we want them to shine bright any day of the year.
Design Process
Call it obvious, but this collection started simple. The rainbow.
Color is already part of what we do, gemstones (famously) carry it. Chakra beads traditionally are made up of seven stones, each tied to a different energy center in the body, from root to crown. Grounding, creativity, confidence, love, communication, intuition, clarity. When they’re worn together, the idea is balance. Nothing missing, but nothing overpowered.
That concept felt applicable in a different way too. In a way, it mirrors our identities, being made up of different parts that work in tandem rather than canceling each other out. Everything existing at once. So instead of treating the rainbow as just color, we treated it as something layered. Something with meaning behind it.
From there, we started pulling in shapes and materials that felt connected to LGBTQ+ identity.
The inverted triangle
The history here is a bit heavy. During the Holocaust, the pink inverted triangle was used to identify and target gay men. It marked people for persecution, and years later, it was taken back. Activists in the 1970s and 80s reclaimed the triangle and flipped its meaning. What was once used to isolate became a symbol of visibility and refusal. During the AIDS crisis, it showed up in protests and public demonstrations through groups like ACT UP, where the triangle became tied to urgency, anger, and survival.
In San Francisco, the symbol took on a particularly visible role. In the Castro, one of the most prominent LGBTQ+ neighborhoods in the country, the inverted pink triangle was installed on Twin Peaks overlooking the city each year as part of Pride. Lit against the skyline, it became both a memorial and a declaration, honoring those lost while asserting love and solidarity. This is represented in styles like the 365 Pride Gemstone Necklace, Facets of Self Gemstone Huggie Hoop Earrings in gold or silver and the Symbol & Stone Ruby Huggie Hoop Earrings & Ruby & Pearl Necklace.
Now, wearing it can mean a lot of things. For some, it’s about history. For others, it’s about presence. It can sit quietly in a piece or be the focus. Either way, it carries that throughline of taking something that was never meant to belong to you and making it yours anyway.
Hearts
Hearts are more immediate but can hold just as much weight. They represent love in ways other than romance. They can represent chosen family, friendships that hold you together, and the kind of love that exists outside of traditional structures.
In a queer context, that can be a necessity. Love has often had to be built, protected, and redefined. Using heart shapes felt less about making a statement and more about acknowledging that foundation and the unity that it creates. Something soft, but not weak. The With Pride Gemstone Charm Necklace & Bracelet integrates multi-color gemstone hearts with our classic celestial charms, creating a full spectrum of color!
Raw Gemstones
Raw stones felt important from the start. They aren’t shaped to fit a standard or polished to make them perfect. Each one holds its own properties, its own feeling, and its own identity. That lack of refinement is exactly why we felt it was necessary to include in styles like Origin Form Pearl & Gemstone Necklace and Matching Bracelet. There’s no pressure to smooth anything out or make it more digestible. Perfection, jagged edges and all.
From there, we kept thinking about stones not just for color, but for what they carry.
- Freshwater pearl — love, wisdom, tranquility
- Labradorite — strength, intuition, serendipity
- Moonstone — strength, hope, clarity
- Ruby — courage, passion, prosperity
- Quartz — power, energy, clarity
- Garnet — regeneration, vitality, order
- Amethyst — clarity, balance, inner healing
- Lapis Lazuli — truth, intuition, serendipity
Each one ties back to different parts of growth, figuring yourself out, trusting the process, and staying grounded through it.
Packaging & Identity
We wanted the collection to feel clear at first glance, before you even get to the jewelry.
The PRIDE 365 wordmark was designed to be bold and striking. Strong enough to stand on its own, with rainbow accents that connect it to Pride without feeling forced or too “Hi Gay! We’re sashaying away with deals!”. We didn’t want it to read like a generic rainbow campaign, but just enough color to make the point.
The packaging followed that same idea.
Mimicking the sentiment of strong femininity and delicate masculinity present in the jewelry, we created two packaging options!
The first, a cool steel gray box, encasing a light backdrop scattered with hints of rainbow refractions. The second, a warm ivory box with artwork featuring a full wash of a softer rainbow light, in a way that demands your attention.
Inside, the info card brings in the Pride 365 message more directly.
We introduced a calendar motif to tie back to the idea that Pride isn’t limited to one month. January through December, Sun-gay through Mon-gay, every day is a day to be yourself. Yesterday, today, tomorrow. Still queer. Still here.
It was important to us that the card did more than talk about ourselves. The copy directs customers to our site where they can find organizations to support, donation opportunities, and ways to volunteer. Pride can be celebratory, but it should lead somewhere real too.
The Pride 365 All-in-One Gift Wrapping Kit was designed to extend the campaign into the gifting experience itself. Featuring a gemstone-inspired rainbow greeting card, Pride 365 sticker, and a protective slim box that helps prevent bending during storage or gifting. Behind it, you'll find two sheets of coordinating tissue paper featuring an uplifting Pride 365 message, "Be Seen. Be Loved. Be You." designed to complement jewelry, crystals, and meaningful treasures of all kinds. The tissue can be used to wrap gifts directly or tucked into a gift bag for an elevated presentation.
Styling & Self Expression
There isn’t one way to wear any of these.
You can go full color and layered. Orrrrr, you keep it simple, one detail, one symbol. Something quieter, something that gives a little more “iykyk”. (if you know you know)
There are strong, more traditionally feminine pieces, delicate masculine ones, and a mix in between. Wear it with color or keep everything else neutral. Stack metals. Coordinate with your friends with initial necklaces or shared charms, connection reaches all facets of life, even what we wear!
Ongoing
Pride 365 is a commitment to showing up past the easy moments, not just when it’s visible and not just when it sells. Year-round support for the community, for the people in it, for the ones still figuring it out. For the moments that feel light, and the ones that don’t.
There are still places where being yourself isn’t safe, conversations that aren’t easy, and there are always people who need to see it, even in small ways. So, we keep it present.
In what we make. In what we share. In whom we support.
Loud when it needs to be. Quiet when it doesn’t.
But never absent.