Q&A: Brass and Unity founder goes global with jewelry brand that gives back (2024)

As a former member of the Canadian Armed Forces, Kelsi Sheren knows exactly how ugly bullets can be.

After leaving the Forces following an injury, she found comfort in creating jewelry — or “art therapy,” as she calls it — out of bullets.

Now, as the chief creative officer of Brass and Unity, she uses her designs to give back to veterans, both in Canada and around the world. We caught up with Sheren to learn more about her past, her brand and why giving back is the backbone of her brand.

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Q. Can you share how the brand began?

A. Serving in the Canadian Armed Forces as an Artillery Gunner while in Afghanistan I sustained an injury that would not only be the end of my military career but also life changing in ways I could not comprehend at the time. I was medically released from the CF in May of 2011 and told I would never work again.

The brand began out of a need for a different type of therapy, art therapy really, and it was one that could keep my mind at bay but also one that I enjoyed. I never meant for this to become what it has but now that is has, it truly a dream come true.

Q. Why and how do you think creating jewelry helped you, overall?

A. I know for a fact that creating this line of jewelry and subsequently this company has helped me in ways I did not know would be possible. It has changed my outlook of PTSD and what that means for my life. How I am today was never, in my mind, someone I could be or someone that I thought I could be. I am doing what I can to help better myself using this company as therapy while also being able to help so many others in the process.

Q. What might surprise people most to learn about your brand?

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A. That we exist first and foremost to help others. We donate a large part of our profits to help other struggling Veterans all around the world. Being able to make an impact on not only the fashion industry but the veteran community is incredibly rewarding and humbling to be part of. I am also fortunate to on the board on Honour House, which takes in servicemen/women, first responders, police, fire and any of their family members who need a place to stay, or help in various ways. If you are local in B.C., please go to honourhouse.ca for more info. And if you are a Veteran out of province looking for help, you can visit brassandunity.com/veteran-assistance for alternative help options.

Q. What inspires the designs?

A. In one word, connections. Emotional connections, physical connections — we aim for each piece to be able to form a bond with the customer. For some, it’s a reminder of a fallen soldier — a loved one, family member, son, daughter, etc. For others, it’s a reminder of their own struggles they face day to day. We want to continually create wearable memories that are more than jewelry, and hopefully help people through tough times they face.

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Q. You use shell casings, etc. in your designs. What do you enjoy most about creating beauty out of such potentially ‘ugly’ materials?

A. Beauty can mean many different things, and while we tend to associate bullets with war, they can also be symbols of strength and reminders that as bad as things may seem at this particular moment they can always be so much worse. Without the bad times, the good times wouldn’t seem so good and having a wearable symbol for that helps us see the positive in our daily struggles, and we hope our customers feel the same way. Knowing we can impact someones life, struggles, and memories is the best feeling.

Q. What has been your proudest moment with the brand so far?

A. Being able to help as many people as we have. We have been able to donate well into the six figures to charities and organizations close to our hearts, and knowing that money is going directly to helping the people that need it is incredibly rewarding. This is why we exist. Knowing we can and are making a difference can also be proof for other struggling veterans that a second chance is possible.

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Q. What’s one thing you wish more people understood about servicemen and women?

A. That the battle doesn’t end when we return home. In a way, it’s the beginning of a new battle for many of us. Not all injuries are visible, and hearing “You don’t look injured” is an incredibly difficult and painful situation. The mental scars of war cut incredibly deep, and are something that may never, ever heal. We could have picked any job, but something drew us to put our lives on the line and although some of us come back, we definitely do not come back the same as when we left. Please choose your questions/comments carefully next time you interact with a serviceman or woman — many are struggling even if you can’t see, or understand why.

Aharris@postmedia.com

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