5/9/26
Alchemai journal
before Alchemai existed, it first lived as an idea in a journal. it was just a brief thought written
down, one that slowly grew. over time, through journaling, the vision of the brand began to
take shape until it eventually became real.
journaling is an immersive and intentional concept of capturing your raw feelings, intense
moments, or just your everyday life. it turns your thoughts into a physical thing that you can
let go of or always go back to. it's yours. no one else's. a space to go over your thoughts, let
go, rework your mindset, and make new decisions and goals. the more you write and the
more you believe, the more will be.
inspiration:
"I've always loved journaling. my first journal entry was in elementary school. i can look back at it now and feel like i am transported
back to that girl again. not like watching a video, but something deeper. something more honest. because everything else, even the
things we make for the world to see, carries a little performance in it. but a journal? that's just you. raw, candid, real."
- Mai (founder of Alchemai)
2021
the very first plans for creating a clothing brand that has today become
Alchemai. Mai explores themes around aura, alchemy, topics of self
reflection and perceiving life through energies.
the name Alchemai was first inspired by a book chapter titled
The Alchemy of the Soul.
Mai realized she wanted to name her brand Alchemai when reading and
discussing her ideas with her friends.
in a world where we are taught to keep to ourselves never forget to trust the
people who love you and want the best for you. when ideas are shared with
the right people, they can become infinitely more beautiful.
2021
writing manifestations from the perspective of achieving them 4 months
later. journaling can be used to manifest by imagining that you're writing
from the perspective of you having already achieved your goals, to
reinforce confidence in the seemingly impossible. an environment to
reflect on the real and imagine the possible.
2021
a list of Mai's aspirations to start a clothing company. this was written
one year before the launch of Alchemai.
when you write down goals and break them down into details about
why and how, they are more likely to feel approachable. slowly, your
dreams feel actionable and within reach.
here are 3 main key prompts that Mai turns to when she journals:
stream of consciousness: this is your space to get everything out.
write freely, messy, unfiltered. thoughts, feelings, moments from your
day, songs you love, ideas you had, anything at all. nothing needs to
make sense later.
goals + manifestation: reflect on what you've achieved and where
you want to go next. write your intentions as if they've already
happened. trust the vision and let it guide you.
weekly planner: write your to-dos for the week and revisit them
daily. cross things off as you go, a small reminder that you're moving
forward.
2023
Mai's first concepts of a catchphrase and logo, including the current
Alchemai star and phrase "everything you seek is within"
Mai decided to change the brand phrase when she found a compass
artwork on the ground at Herbert Von Park in Bedstuy. the artwork caused
her to pause and reflect about the power of her internal compass, intuition,
which inspired the tagline
everything you seek is within, all you have to do is follow your intuition.
design:
the journal is deeply inspired by the "twelve dancing princesses", one of Mai's favorite movies growing up. a story about princesses who
are locked away, but each night step on magical stones that unlock a hidden world beneath them. the floor opens into a beautiful, secret
place where they can escape and feel free.
three years in the making. this journal was developed through personal use long before it was ever shared. ten journals were fully filled as part of
the process, refining every detail until it felt right. why? because we've seen it happen! a journal holds the power to genuinely change a life.
the box was designed for over two years and refined
multiple times to make sure it balances function and
aesthetics. the inside is finished in red velvet, it serves as
both a protective case and a discreet place to keep your
journal close. it also works as a keepsake box for the little
things that matter: photos, photo booth strips, old receipts
you can't throw away, jewelry, anything personal.
nothing is created without purpose.
creative:
guy bergman (director & producer)
jordan tortorelly (unit production manager)
macy zuni (VHS video)
daniella nardini (co-producer + assistant + BTS photo/video)
rojan moore (dress designer)
ashley ysabelle (makeup)
linh phan (hair extensions)
lovette candice (hair)
mai pham (creative director)
pearl zhang (director + photographer/videographer)
daniella nardini (producer + photo/video assistant)
ava dekeyserr (model)
steph scheuermann (model)
clark combs (model)
mai pham (creative director)
macy zuni (photographer)
daniella nardini (BTS photo/video + assistant)
mai pham (creative director)
5/9/26
Alchemai journal
before Alchemai existed, it first lived as an idea in a journal. it was just a brief thought written down, one that slowly grew. over time, through journaling, the vision of the brand began to take shape until it eventually became real.
journaling is an immersive and intentional concept of capturing your raw feelings, intense moments, or just your everyday life. it turns your thoughts into a physical thing that you can let go of or always go back to. it's yours. no one else's. a space to go over your thoughts, let go, rework your mindset, make new decisions and goals. the more you write and the more you believe, the more will be.
inspiration:
"I've always loved journaling. my first journal entry was in elementary school. i can look back at it now and feel like i am transported back to that girl again, not like watching a video, but something deeper. something more honest. because everything else, even the things we make for the world to see, carries a little performance in it. but a journal? that's just you. raw, candid, real."
- Mai (founder of Alchemai)
2021
the very first plans for creating a clothing brand that has today become Alchemai. Mai explores themes around aura, alchemy, topics of self reflection and perceiving life through energies.
the name Alchemai was first inspired by a book chapter titled The Alchemy of the Soul.
Mai realized she wanted to name her brand Alchemai when reading and discussing her ideas with her friends.
in a world where we are taught to keep to ourselves never forget to trust the people who love you and want the best for you. when ideas are shared with the right people, they can become infinitely more beautiful.
2021
Mai in August 2021, writing manifestations from the perspective of achieving them 4 months later. journaling can be used to manifest by imagining that you're writing from the perspective of you having already achieved your goals, to reinforce confidence in the seemingly impossible. an environment to reflect on the real and imagine the possible.
2021
a list of Mai's aspirations to start a clothing company. this was written one year before the launch of Alchemai.
when you write down goals and break them down into details about why and how, they are more likely to feel approachable. slowly, your dreams feel actionable and within reach.
here are three main key prompts that Mai turns to when she journals:
stream of consciousness: this is your space to get everything out. write freely, messy, unfiltered. thoughts, feelings, moments from your day, songs you love, ideas you had, anything at all. nothing needs to make sense later.
goals + manifestation: reflect on what you've achieved and where you want to go next. write your intentions as if they've already happened. trust the vision and let it guide you.
weekly planner: write your to-dos for the week and revisit them daily. cross things off as you go, a small reminder that you're moving forward.
2023
Mai's first concepts of a catchphrase and logo, including the current Alchemai star and phrase "everything you seek is within"
Mai decided to change the brand phrase when she found a compass artwork on the ground at Herbert Von Park in Bedstuy. the artwork caused her to pause and reflect about the power of her internal compass, intuition, which inspired the tagline.
everything you seek is within, all you have to do is follow your intuition.
design:
the journal is deeply inspired by the "twelve dancing princesses", one of Mai's favorite movies growing up. a story about princesses who are locked away, but each night step on magical stones that unlock a hidden world beneath them. the floor opens into a beautiful secret place where they can escape and feel free.
three years in the making. this journal was developed through personal use long before it was ever shared. ten journals were fully filled as part of the process, refining every detail until it felt right. why? because we've seen it happen! a journal holds the power to genuinely change a life.
the box was designed for over two years and refined multiple times to make sure it balances function and aesthetics. the inside is finished in red velvet, it serves as both a protective case and a discreet place to keep your journal close. it also works as a keepsake box for the little things that matter: photos, photo booth strips, old receipts you can't throw away, jewelry, anything personal.
nothing is created without purpose.
creative:
guy bergman (director & producer)
jordan tortorelly (unit production manager)
macy zuni (VHS video)
daniella nardini (co-producer + assistant + BTS photo/video)
rojan moore (dress designer)
ashley ysabelle (makeup)
linh phan (hair extensions)
lovette candice (hair)
mai pham (creative director)
pearl zhang (director + photographer/videographer)
daniella nardini (producer + photo/video assistant)
ava dekeyserr (model)
steph scheuermann (model)
clark combs (model)
mai pham (creative director)
macy zuni (photographer)
daniella nardini (BTS photo/video + assistant)
mai pham (creative director)