salt cellars for Maldon Salt
Please note this collaboration has concluded, and no more salt cellars will be produced using the Maldon Salt pattern.
When I first moved to Los Angeles in 2019, a good friend of mine gifted me a box of Maldon Salt. After the start of the covid-19 pandemic, I began to teach myself to cook and bake, and that box of salt became my trusty companion throughout. As the box neared its end, I created a ceramic replica as a keepsake for myself and shared it to social media. Not long after, Maldon Salt sent me a message saying that they loved what I had made and that they'd like to send me a gift of a couple boxes of salt.
When I received the package, the boxes had been inspected and opened by customs and, being the sentimental person that I am, I felt a bit disappointed that the boxes had been damaged. However, it gave me the idea to create a salt cellar using the pattern of Maldon salt and create a series a videos documenting the process. The videos cumulatively received over 10 million views across Instagram, Tiktok and Youtube.
Seeing how people liked both the process and finished result, I pitched an idea to Maldon's team to work together. After discussing, we decided to a series of videos documenting the making of each colorway, we gave away one of each color to followers on Instagram; and the organic video campaign garnered over a million views.
In addition to this, I made roughly a hundred jars in four different colorways for sale, which sold out in under an hour.
