Riji Raja, is the founder of Affirmation Darling, a social impact wellness stationery brand built on powerful affirmations, to help divorce from negative thoughts, cut ties with negative self-talk, and empower you to pave the way to the ultimate manifestation of the life you want, the way you want it. For every product you buy, we give another to a young adult from underserved & disadvantaged communities facing homelessness and mental health issues.
FWM: Why did I start Affirmation Darling?
When my husband and I were homeless for 2 years until 2019, we had to navigate through depression and anxiety on our own as we couldn’t afford a therapist or a life coach. Hence, as a DIY, we would declare customized-to-our-situation affirmations and follow through with actions that would help uplift us mentally and emotionally. This positive mindset is also how we were able to transition out of homelessness, and ever since then, I had always wanted to use my story to make a difference for the underserved and disadvantaged young adults facing homelessness and mental health issues. In 2020, after we were laid off due to COVID-19, I founded Affirmation Darling, a social impact stationery & wellness brand.
FWM: Share your journey and what led you to launch Affirmation Darling.
When my husband and I were homeless for 2 years until 2019, we had to navigate through depression and anxiety on our own as we couldn’t afford a therapist or a life coach. Hence, as a DIY, we would declare customized-to-our-situation affirmations and follow through with actions that would help uplift us mentally and emotionally. This positive mindset is also how we were able to transition out of homelessness, and ever since then, I had always wanted to use my story to make a difference for the underserved and disadvantaged young adults facing homelessness and mental health issues. In 2020, after we were laid off due to COVID-19, I founded Affirmation Darling, a social impact stationery & wellness brand.
FWM: Affirmation Darling is known as a pocket-sized life coach. Tell us about the AffirmActions™ Card Deck.
It is indeed a “Pocket-sized life coach but cheaper than therapy”. The 21 AffirmActions™ cards features Affirmations on one side and Actions on the other. Each of the cards feature strategic affirmations and a simplified action plan that covers life’s complexities such as identity, productivity, anxiety, money, and more. And when you purchase one deck of AffirmActions, we donate another to a young adult facing homelessness and/or mental health issues. So far, we have donated over 700 decks to homeless young adults.
FWM: How important are affirmations in changing lives? Can you share affirmations that have profoundly impacted your life?
Affirmations can be a powerful tool for personal growth and transformation. The idea behind affirmations is that by repeating a positive statement to yourself, you can train your mind to believe it and eventually manifest it in your life. This is because the words we speak and think have a powerful effect on our subconscious mind, which can ultimately shape our beliefs, behaviors, and experiences.
Some major advice that I gave myself that helped me during my journey – “Be patient with yourself on how you process your journey. Don’t be afraid to take breaks from your busy schedule. It will help you come back refreshed and rewired for better performance. Drive alone is not important. Mental rest is vital and essential to function smarter.”
FWM: What have you learned as the founder of Affirmation Darling?
Being a third culture kid who was too young to remember the first Gulf War and too old to forget the second; a woman of color who faced her fair share of systemic racism and culture shock after moving to the US in 2014; an immigrant who dealt with homelessness for two years; and a wife to a wonderful man with as many broken dreams as her, makes me part of the statistics where women like me struggle to be seen and heard. I fully realized my potential and what I have been missing out on, in 2020, and ever since I launched my brand, I have used my story and my identity to speak up and voice out. Because being silent has never favored anyone.
FWM: Tell us about corporate gifting.
We are happy to offer our corporate gifting options and we believe that our social impact wellness stationery products would make great gifts not just for the recipient but also for every homeless young adult as we follow our Buy One Donate One model.
FWM: What is your mission?
Affirmation Darling is a small brand with big dreams! Our goal is to foster a positive community and culture by inspiring fellow creatives to achieve their personal and career aspirations. The ultimate destination for all things affirmations, we are a one stop concept shop carrying illustrated stationery products built on powerful affirmations. It is our mission to be a part of your transformation by providing you with the necessary tools for a more fulfilled and positive lifestyle. BUY ONE, GIVE ONE, is our way of making an impact. With every purchase of our deck of AffirmActions, we give another to a young adult experiencing homelessness and mental health crisis.
