Recognised
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We give recognition to individuals, charities, and causes to raise awareness, spark conversation and
What feels small to you might stay with someone for years.
A message.
Showing up.
Remembering the date.
Making someone home cooked meal.
The impact of feeling recognised often lasts far beyond the moment itself. I’ve seen in this my own life, like the time my God Mother flew all the way to UK from America to clean my flat when Joel was diagnosed with cancer.
And i’ve also seen it through Recognised - over half of people who are receive one of yellow boxes of recognition say they are still feeling the feeling the impact of being recognised a month later 🥹.
These moments create a ripple effect. When someone is seen - they notice someone else. Every act of kindness is passed on.
Never underestimate the ripple effect of making one person feel seen. 🤍
The Dove Popon - a daily reminder - you are not alone 🕊️
100% of profits donated to Mental Health Charities
The people who make us feel most seen are usually the ones who pay attention to the little things.
They remember what you said.
They check in.
They notice when something’s off.
Nothing huge. Nothing expensive.
Just little ways of saying: I know you. I remembered. You matter to me.
That’s recognition.
Where the magic happens. It starts with jewellery and ends with connection 🤍
This is probably one of the biggest things Recognised has taught me: you really never know what someone is going through.
At our pop-ups, we’d meet someone who looked completely fine and within a few minutes hear about a cancer diagnosis, their mental health, someone in their family they were worried about, or a season they were quietly trying to get through.
And it happened again and again. One time I actually walked into the John Lewis head office for a meeting with our buyers and another buyer from a completely different category stopped me to ask what was happening on the shop floor. She said I’ve heard you guys are like part time counsellors or something 🥹😂
Anyway all of these moments added up have made me think differently about the people we encounter every day.
The person who seems distracted.
The friend who has gone a little quiet.
The stranger who is taking forever in front of you.
The person who says “I’m fine” and quickly changes the subject.
We all have something we’re walking through - sometimes joyful, sometimes painful, sometimes both at once and so much of it is completely invisible to everyone around us.
We can’t know everyone’s story but we can remember that there probably is one.
I think knowing that should make us a little slower to judge, a little quicker to give someone the benefit of the doubt, and hopefully a little kinder.
You never know what someone is carrying today 💗
Everyone is carrying something you can’t see.
A worry. A loss. A regret.
A whole story you know nothing about.
A little kindness can mean more than we realise 🤍
Be gentle with people. Always.
21/09/2026
I really do believe this: people are often just waiting to be asked.
Just this week I was talking to someone who said they speak to their best friend every day, but they never talk about the infertility journey their friend is going through. When I asked why, they said “I just don’t know how to bring it up.”
Honestly, I think we’ve all felt like this at times. We worry it’s too personal to ask. We worry we’ll say the wrong thing. We worry they won’t want to talk about it. So we say nothing. And I think that can be the thing that makes someone feel most alone.
But my experience has also shown me that we needn’t be quite so afraid to ask. Through over half a million conversations our teams have had with strangers in John Lewis stores, I’ve seen how willing people are to share when someone simply gives them the opportunity. In fact, I think people are often far more afraid to ask than others are to share.
By asking people one simple question we found strangers open up with stories they’d sometimes never shared with anyone else. One question and the space held to hear someone’s story led to the most beautiful moments of connection and healing in the places I’d least expect it.
When it comes to the people we love: You don’t need the perfect words. You don’t need to force a conversation.
Sometimes it’s enough to say: “I know this is something you’re going through. I just wanted to ask how you are with it?”Then let them decide how much they want to say.
Being asked is incredibly honouring. It says: I remembered. I care. I’m not avoiding this part of your life.
One of the kindest things we can do is simply give someone the chance to talk. Sometimes the question itself is the recognition 💗
Your worth isn’t up for debate. You are enough. End of story 🤍
17/09/2026
Over the years, people have trusted us with some of the most personal parts of their lives - cancer diagnoses, mental health struggles, grief, miscarriage, loss, and the experience of supporting someone they love through something difficult.
And one thing we’ve learnt again and again is that sometimes there simply aren’t the right words.
You can’t fix what someone is going through. You can’t take the pain away. But you can let them know they’ve been seen.
That’s why our Statement Popons exist. A small symbol can become a reminder of a person, a cause, a season you’ve walked through, or the people who stood beside you while you did.
For some, it says I’m with you. For others, I remember. Keep going. You’re not alone.
The jewellery was never meant to fix the hard thing. It was created to recognise it and the person carrying it.
And after all these years, hearing what these little symbols have come to mean to people is still the part that matters most.
Let us know in the comments below what your Popons mean to you?
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