I started Wilde House Paper recently after I had left my corporate role in the fashion industry and was trained to create for aesthetics. I knew how to design for trends and create things that others would find pretty. I always contributed the success of Wilde House to our aesthetic and our ability to connect on social media through design. As a brand, we’ve always had strong founding values like intentionality, sustainability, and community but more recently I’ve felt a lack of depth within those. I’ve been searching for something more within what we have to offer as a brand – something that really gave us a why.

We turned inward with our team at the start of this year to really begin diving into what this next evolution of Wilde House was.

“Just as we evolve as individuals, brands require that same attention.”

I recently celebrated a milestone birthday of turning 30. My current self is light years beyond what my twenty six year old self valued when I was first starting this brand. Wilde House started as a creative expression of me and has evolved into a brand that others feel an attachment to. I am constantly pushed as the Creative Director of the brand to bob and weave towards innovation without losing our past selves that ultimately still brings in revenue. Whether that is one of our stockists expecting a certain style from us or our community loving a design that I don’t feel is a reflection of where we are heading, these expectations at times have been crippling within my own brand. Ultimately, I started Wilde House as a space of creative expression and purpose through design. Now, I understand why it’s so important to have a strong defined brand mission to push everything against – to come home to. This is what really led us to centering in on this sense of a rebrand. To give clarity to our intention as a brand and product line.

“Our redefined mission that we want to pull from the roots of WH and bring to the surface is a mission to connect with self, others & the Earth”

With our mission redefined, we set out to create a new home for this mission to live in – our new website. A space that people can come to learn about and discover the true interconnectedness of what our brand has to offer. The idea of shopping by homes is a feature of the new site that really excites me. I believe that genuine connection with self comes from the balance of your three inner homes: the Mind, the Body and the Soul. When all three of these homes are working in unison, you are able to function as your highest self – your most authentic self. That is where your gifts that you have to give to this world really arise. I encourage you to take inventory of your three homes and think about what balance looks like for you. Try a new tool within our collection that tends to a home that needs care and let us know how it’s helping you realign because it’s different for all of us. The true power of our products is their ability to evolve with you. To shape shift into your intended use and give you back what you put into it.

A fresh start feels good. It carves out space for us to stretch out of past boundaries that were set around us that naturally come from brand growth. I’m beyond excited to share this new mission and home with you, our community. This next evolution for us means more transparency, more conversations and ultimately, more connection. Welcome home.