About the Brand
We create timeless, beautiful and elegant jewelry to commemorate those who have devoted their lives to the greater good.
Shop NowWe Give Back
When you purchase a symbol of service, 3% of the pre-tax price will be evenly distributed between our three charity partners—Headstrong, Intrepid Fallen Heroes Fund and Tunnel To Towers Foundation. Through our charity partners, we are able to support service personnel and their families for their invaluable role in our communities.
Meet the Founders
"We realized our calling was always to serve. As officers in the military, we saw exceptional acts of service taking place all around us. Stories that were mostly untold outside of our immediate sphere. We knew that stories like these went way beyond the scope of the military and were happening all across the globe on an everyday basis. They were happening when you least expect it, in times of dire need, and sometimes, for no reason other than unsolicited kindness. We knew the world needed to hear more stories like this across service verticals.
Our brand was born in 2017, infusing exceptional taste and quality craftsmanship into jewelry designed to create universal symbols of service. Service first was born out of the unprecedented need to express gratitude towards those who selflessly provide. Although our way of doing so has changed since our company’s inception, this has always been who we are and what we stand for. For us, it's a way of living that helps us find our purpose, community and place in the world.
If you, or someone close to you, has made service towards the greater good a priority, we welcome you to share your stories! If you are looking to bring more service into your life or community, we can help you find ways to do so. That's the power of serving, and we’re here to put your service first."
Mike Burns & Al Vallejos
Service to us is so much more than a word, it’s a way of living.
Our mission is to share the meaning of service through our seven pillars: sacrifice, empowerment, respect, value, inspiration, contribution and empathy. Our jewelry acts as symbols of these pillars, commemorating those who truly and whole-heartedly embody them.
Age-old traditions, repurposed for your every day.
In the military, jewelry celebrates and honors service milestones and represents the values we hold close. Decorative jewelry across service verticals have different meanings, tied to specific actions of service. When wearing ribbons, medals and unit insignias, service members are often asked about the story behind each piece. And with a simple question asked, a story unfolds, sharing the values of service with others.
Age-old traditions, repurposed for your every day.
In the military, jewelry celebrates and honors milestones and represents the values we hold close. Decorative jewelry across service verticals have different meanings, tied to specific actions. When wearing ribbons, medals and unit insignias, members are often asked about the story behind each piece. And with a simple question asked, a unique story unfolds.
