To bring joy to people's lives by providing high-quality chainmaille supplies and education.
To inspire people worldwide and create customer evangelists through community building, clear communication, analysis of customer feedback, and prompt handling of concerns on an individual basis.
To provide unexpectedly high-quality chainmaille jewelry supplies, educational materials and exciting artistic patterns that motivate maillers at all levels.
To contribute to society by donating products, classes and/or profits to educational institutions and nonprofit organizations; to encourage entrepreneurship amongst artisans by promoting the DIY community and providing pro bono opportunities for crafters to learn about business issues.
To operate the company with sound financial principles, thereby ensuring fiscal stability and profitable growth.
To provide clear training; to create an amicable environment that encourages continuous professional development both of management and of workers; to develop a culture in which employees, interns and contractors feel comfortable asking questions; and to compensate appropriately for work and ideas contributing to the success of the business.