The main concept of the brand is that ‘every stain has a story’. It is based on the idea that with almost every cup of tea a chat is had; there are teas for old friends catching up, teas for break-ups, there is a tea for almost anything. With every tea comes a story, and almost every story will come with a stain formed by the tea. Teresa picks up on both the beauty of the stains and the stories together. With every purchase, the customer is given their own unique 'story number' that allows them to share their own stories and explore other people's stories in an online community.