At its base level, the purpose of alchemy was to "transmute" something lesser into its greatest version. Rich is doing this with each piece that is created. His unique design and boldness invoke the greatest version of the power of the piece. The story behind the piece invokes the greatest version of the person wearing it and the intrinsic properties that it will bestow on the individual.
Rich’s hope is that each piece will allow the energy that flows through him as he creates, will enhance the lives of all that wear each of his unique designs.