Jainism is a religion of self-help. There are no gods or spiritual beings that will help human beings. The three guiding principles of Jainism, the 'three jewels', are right belief, right knowledge, and right conduct. The supreme principle of Jain living is non-violence. Jains believe in reincarnation. Their souls, which are believed to be unique substances in the universe, take different living forms in the cycle of birth, death, and rebirth. This cycle has been going on forever, the universe has no beginning or end, it has always been and always will be.