JA New York is delighted to host the debut of Service First, a timeless and classic line of jewelry that symbolizes what it means to live service first. Co-Founders of the brand, Mike Burns and Al Vallejos, realized that their calling was always to serve. As officers in the military, they were inspired by the exceptional acts of service they saw taking place all around them. They knew these stories of service were happening beyond the scope of military service, across the globe and on an everyday basis. They launched their line in 2017 out of a sense of unprecedented gratitude towards those who serve, which they define as placing something above your own self-interest, during times of need, and sometimes for no other reason than unsolicited kindness.
“Decorative symbols of service are a time-honored tradition in our military. They represent personal and organizational milestones and the values that we hold close. When wearing ribbons, medals, rank and unit insignias, service members are often asked about the story behind each piece. And with a simple question asked, a story unfolds that allows for the sharing of the actions and values of service with others. The same can happen with beautiful jewelry for everyone,” says Service First Co-Founder and military veteran, Mike Burns. “We realized that by leveraging a concept that is centuries old, we could share the power of service with our country and by doing so, create everyday moments of pride, reflection, appreciation and unity.”
With every purchase of Service First Jewelry, 3% of the pre-tax price will be evenly distributed between the brand’s three charity partners, Tunnel to Towers Foundation, Headstrong and Intrepid Fallen Heroes Fund. Their iconic aesthetic mark, snakes and serpents, represent life, fertility, transformation and creativity and are synonymous with healing, healthcare and serving others. These symbols can be found throughout their three primary collections—The Cameo Collection, The Charm Collection and The Snake Collection. Stunningly crafted in gold vermeil and sterling silver, each piece in the first-of-its-kind brand’s collections invites jewelry lovers to shop with intention, and wear jewelry with meaning.