The new year is a time for setting intentions, and through its Shining Wishes campaign, Bee Goddess is highlighting jewelry pieces to reflect clients’ hopes and dreams for 2025.
Shining Wishes is brand founder Ece Sirin’s effort to make Bee Goddess jewelry more than a beautiful accessory—rather, each piece serves as a talisman and a daily reminder of the wearer’s vision for the year ahead.
“In 2025, I see a continued emphasis on meaningful and symbolic jewelry,” Sirin says. “Customers are increasingly seeking designs that go beyond aesthetics, opting for jewels that tell stories and reflect personal values.
“Talismanic and spiritual motifs will remain significant, as they provide wearers with a sense of connection, protection, and empowerment.”
Bee Goddess jewelry features such talismanic motifs as the Venus star for new romance, queen bee for abundance and joy, Sirius star for a fresh start, and the Eye Light for good luck.
“Each jewel is designed to connect with the wishes of its wearer—whether it’s love, success, protection, or spiritual growth—and to serve as a constant reminder of their inner light and infinite potential,” Sirin says.
With Shining Wishes, wearers can define and connect to their sense of purpose, Sirin says, and she hopes that doing this gives them confidence about the journey toward their goals for the year.
“When people wear Shining Wishes, we want them to feel empowered, inspired, and deeply connected to their intentions. They should feel as though they are carrying a piece of universal wisdom, a source of light and energy that amplifies their courage, nurtures their aspirations, and invites abundance into their lives,” says Sirin.
“The jewels act as companions on their journey, reminding them of their ability to shine their light and turn their dreams into reality,” she adds.
“Every new day is full of possibility to make a new choice about who we want to be and how we want to live. But the new year is especially symbolic because we celebrate it as the whole world, harnessing the extraordinary power of collective consciousness,” Sirin says. “Together we create a new chapter, and I believe this shared energy gives us extra power to manifest our intentions and dreams.”
For 2025, Sirin is looking forward to introducing many new collections, including a men’s jewelry line, and growing Bee Goddess’ high jewelry collection, which began with Cybele. In the United States, the brand will expand its lines at both Saks Fifth Avenue and Neiman Marcus, Sirin says.
Bee Goddess, which has a flagship store in Istanbul and other locations in Turkey and Germany, will open boutiques in London and the Middle East, she says. Sirin also is partnering with luxury destinations such as Aman Resorts and Scorpios Mykonos for summer pop-up shops.
Regarding jewelry trends for the new year, Sirin expects stacking and layering, colorful gemstones, and statement pieces to remain popular, along with symbolic jewelry, like she’s offering with Shining Wishes.
“Ultimately, Shining Wishes is about creating a deeply personal and transformative experience for the wearer,” Sirin says. “It’s about giving them more than a jewel—it’s about giving them a piece of magic, a beacon of hope, and a tangible reminder of their limitless capacity to manifest their desires.”
Top: Bee Goddess is branding pieces such as those in its Venus Star collection under the Shining Wishes campaign as a jump-start for the new year. (Photos courtesy of Bee Goddess)
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