Who Founded Alabaster Co.? An Initiative at the Intersection of Aesthetics, Spirituality, and Modern Publishing

Introduction

The story of Alabaster Co. is not merely the birth of a new publishing model; it is an expression of a cultural transformation built on the idea that “beauty is a spiritual need.” In an environment where visual culture and design awareness are rapidly rising in the 21st century, the presentation of sacred texts through traditional printing aesthetics became an area to be questioned for certain entrepreneurs. Alabaster Co. emerged exactly as a result of this questioning.

Founding and Corporate Background

Alabaster Co. was founded in 2016, based in Los Angeles, by Brian Chung and Bryan Chung. While involved in the creative arts during their university years, the founders noticed a striking contradiction: while today’s world is rapidly evolving in terms of aesthetics, visual experience, and design language, the printing format of sacred texts—particularly the Bible—has long remained within traditional molds.

This observation led them to the idea of presenting sacred texts not just as something “read,” but as something “experienced.” Thus, Alabaster’s core approach emerged: presenting the text alongside minimal design, generous white space, and high-resolution artistic photography.

Kickstarter Campaign: A Turning Point

The most critical threshold in Alabaster’s growth process was the Kickstarter campaign launched in 2016. The founders set a goal of approximately $30,000 for their first project; however, during the campaign process, they surpassed this goal several times over, raising hundreds of thousands of dollars in support. With the contribution of thousands of supporters, the project found not only a financial but also a cultural response.

This campaign revealed two important facts:

1. There is a distinct demand for sacred texts presented with modern aesthetics.
2. An independent and community-supported publishing model can be sustainable in the field of religious content.

The “Alabaster Jar” and Corporate Philosophy

The company’s name comes from the narrative of the alabaster jar found in the New Testament. This story appears within the Bible specifically in Matthew 26:6–13 and Mark 14:3–9.

According to the narrative, a woman breaks an alabaster jar filled with very expensive ointment and pours it over Jesus. Although this act was criticized as “waste” at the time, the text interprets this behavior as a form of devotion and honoring. Alabaster Co. has carried this symbolism into its design philosophy:

“Beauty is not a waste; it is a way of honoring.”

According to the brand’s approach, investment in aesthetics is not “unnecessary ornament” but a form of respect and value shown to the sacred text.

Design Approach: A Spatial and Sensory Experience

Alabaster books are designed to be experienced not only visually but also tactually.

• High-grade matte paper
• Generous white spaces
• Minimalist typography

These elements invite the reader to “read slowly.” Against the speed, notifications, and short content consumption of the digital age, Alabaster aims to turn the printed book back into a ritual.

Critical Perspective: The Debate Between Design and Sanctity

Alabaster’s approach has not been received the same way in all circles. Some traditional commentators argue that transforming the sacred text into an aesthetic “design object” brings the risk of commodification. There are also criticisms that the minimalist presentation might push the theological depth of the text into the background.

In response, supporters state that the design does not weaken the content; on the contrary, it serves as a cultural translation to reach new generations (Millennials and Gen Z).

Alabaster Today

Today, Alabaster Co. is no longer just an initiative publishing sections of the Bible. The brand has incorporated the concept of “the sacred space at home” into its design framework through candles, journals, and various lifestyle products. The effort to combine modern minimalism with spirituality has moved it to a unique position in contemporary publishing.

Conclusion

Alabaster Co. stands out as a global example arguing that design does not have to conflict with spirituality. This movement, started by Brian and Bryan Chung, provides a concrete and elegant answer to how the sacred and the aesthetic can coexist in the modern world.