In 2008, Laura Bruland decided to launch Yes & Yes Designs by experimenting with a wide range of materials including wool felt inherited from her grandmother. In 2010, she joined Techshop and started playing around with laser cutting. She started laser cutting different materials, trying to repurpose anything she could find, until one day in 2012 she cut her first book. She was immediately hooked and started hunting down books. She found that thousands of them are thrown away each year in the Bay Area alone. So she started collecting unwanted, falling apart, or outdated books and started giving them new life. Today, Laura, with the help of her partner, Julien Shields, laser cut and assemble all jewelry themselves in California.