I personally don't have one of these bracelets, but the founder was a guy that I went to elementary school with and the fact that he now has a really successful company is inspiring. His company makes bracelets that have mud from the highest point on earth and water from the lowest point on earth, truly a symbolic reminder to stay balanced and grounded. Target markets are reflected in heir Instagram: travelers, adventurers, athletic, and chic people. They encourage consumers to also send in photos of them with their bracelet around the world to get featured on the Instagram. They used a lot of images of celebrities wearing the bracelets as well to up the desirability of the bracelet. Not the most practical thing in the world, but it's really simple in concept and design and speaks to a market that already has a large following (think the same people that would go to lululemon or Patagonia).