Hazelmade

Today and every day, you are perfect.

One of my favorite books of all time is "Braiding Sweetgrass" by Robin Wall Kimmerer. The audiobook especially, read by the author, is a sort of balm that I go to when feeling stressed or overwhelmed. The chapter, “The Gift of Strawberries,” in particular, always helps ground me.

I wrote about "Braiding Sweetgrass," strawberries, and the "why" behind "For the Story Gifters." Read the whole piece at the link in bio. 🔗

Last April, I met a brand strategist at a conference. She was persistent, but also kind, and what struck me most about her was that she truly listened. We booked an initial meeting, signed the contract and embarked on a 3-month deep dive into what felt like a pretty gray area at the time: brand strategy.

We worked through who Hazelmade is as a brand and business as well as how we show up for our customers.

At the very end, Robyn said to go back to one of the first pieces I published. She said to look for some of the words we focused our new brand strategy around. And sure enough, in my first catalog from 2014, I found those words.

I didn't embark on this process to please the algorithm or optimize my business. I wanted to refocus, sift through the last 12 years of intention, decisions, influence and uncertainty, to find the very core I started with.

This is a small look at some of the elements we created. They are lifted straight from our new website (link in bio), which we hope feels like an invitation to pull up a seat and join us.