About Affirmation Darling

Affirmation Darling was founded by Riji Raja, a third culture kid born and raised in Kuwait to Indian parents. In 2016, Riji and her husband Melween moved to Los Angeles to pursue acting. Like many creatives, they underestimated the cost of living in Southern California. What began as instability quickly turned into two years of homelessness, living out of their car while navigating unemployment, mental health challenges, & survival mode. During that period, affirmations were not aspirational. They were functional. Short phrases written on sticky notes became a way to stay regulated, grounded, and moving forward when everything else felt uncertain. After transitioning out of homelessness, Riji knew she didn’t want to leave that chapter behind without meaning. In 2020, after both she and her husband were laid off due to Covid, she founded Affirmation Darling as a social impact wellness stationery brand rooted in lived experience. Drawing from backgrounds in retail and finance, Riji and Melween built Affirmation Darling to offer tools that feel practical, steady, and emotionally supportive, not performative or overly polished. The brand operates on a give-back model that supports young adults facing housing instability & mental health challenges. Today, Affirmation Darling partners with retailers who believe wellness should be accessible, grounded, and human. Riji and her husband live in Jersey City with their Yorkie, continuing to build the brand slowly and intentionally.Read their story