When my first born was 5 weeks old I started a baby brand that reflected the stage of life I was at at the time. My first "break" (I love how we call it a break but newborns and first time mum experience whilst my other half travelled consistently was in reality, anything but) however it was a break from long hours of corporate life and career building, that I took as a mental space to dedicate creativity into. I learnt how to source, design, scale and (use my career skills) to transport products from origin to someone's hands. A few mistakes, a beginning and many learnings but in that year I shipped over 2000 orders, amassed 15,000+ followers and made some amazing friends.
A move to Singapore and imminent return to motherhood and desire to be back in control of my work aspirations led me back to my corporate life which have been some of the most amazing years. Scaling a global business and seeing how strategy and consistency can play out has been such a highlight. Dedication to success and an unwavering commitment meant a great deal of time and love poured into my career and it has delivered against aspirations I had and have been able to reflect on the effort in an overall net positive. Whilst many boxes have been ticked, a creative outlet still hasn't and so I would make my home my playground for aesthetics and continue to shape and mould spaces that made me feel good, enjoy entertaining in, love having my children create their memories in and actively change every 6 months (much to my bank accounts dismay). As expatriates abroad, moving house was common play but was always a new challenge and chapter and I'd spend countless hours scouring the physical and virtual shops for the exact items I needed (maybe wanted) and would build a DNA of my own that I felt proud of.
Many learnings down, many years and babies later, I have dedicated my outside of 9-5 to a new brand identity that many have encouraged me to do (I hope if they're reading this, they all know who they are) and have now finally found the space in my heart and mind for.
More than an aesthetic, I've found my passion for the tribe of women that I find myself in awe of. The hardest working women, juggling and straddling so many facets of life, holding it together in a digital age of so much comparison and curating, and many do it without complaint but with such grace. What has been made clear to me in my career to date is how special women are to (any and all) work they do, not only because we offer a different set of perspectives or emotional intelligence but because of how many jobs we can accomplish in the mere hours we have. This brand is about the beauty in everyday, because as a working career woman with my own daughters, aspiring to goals is paramount but what's truly life's goal is to enjoy our every day basics. Centered around our homes, our meals, tables and zones of gravity. Elevating our day to day experiences because we usually lack the time, but never lack the intention.
Purpose, intention, family, connection, togetherness, will inspire the future of this creative outlet.
I hope my products bring meaning to the canvases of your homes.