Our Story


Zuela started when our Founder & CEO Steff Pitman carried a pocket full of crystals in her  bra, after countless mishaps and loosing most of them she decided there must be a better way. As a fashion designer she naturally began sketching ideas and that is how Zuela started, a lingerie brand building women’s confidence, using crystal healing with discreetly designed pockets. In support of women’s mental health.

After suffering for years with depression and anxiety and eventually being diagnosed with anxiety and panic disorder. She felt she wanted to find a way to overcome her issues without constantly taking medication, it didn’t work for her. Steff discovered natural remedies that worked really well along with counselling, hypnotherapy and Neuro- linguistic Programming. Within these alternative therapies crystal healing became a huge part of her recovery and still is!

Crystal therapy uses stones to bring balance to our life’s and mind. Crystals are said to have stable and unchanging energy patterns, each with a unique frequency and energy field, that gives them special properties.

When she began to change her lifestyle she realised it is important to be conscious of how we make our products as sustainably and ethically as we can. We are constantly looking for new ways to reduce our impact.

If you want to read more about Steff’s mental health story then please head over to our blog.