Behind the curtain, we are a family of five, Lucy and Paden, and our three children. I truly believe in the principle of fewer but better, and strive to simplify and streamline my life. I also love to create memorable experiences with my children, in particular on special occasions. I became frustrated with the traditional greeting card experience on occasions like Mother's Day, Valentine's Day, and my birthday. As a mother of three and graphic designer, aspiring to live with intention and mindfulness, I determined that I could solve this problem.

Mother, designer,
striving to live with intention.

Hi, I'm lucy!

meet the owner

I couldn't find what I was looking for, so I created it myself.

building a brand, creating a product

I came across the idea of children decorating a page in a notebook for Mother's Day, and I loved the basic concept. I searched for a simple hardback (unlined) notebook, and couldn't find anything I loved and would want to keep for years to come. So I decided to design my own with that purpose in mind.

As the design process unfolded, I knew I wanted to design much more than simply a blank notebook. Our journal has been carefully crafted to facilitate a meaningful experience for both Mother and child. I wanted to make our product heirloom quality, and something that Mothers would be happy to display on a bookshelf or bedside table. It was important to me to build not just a product, but a brand. That's why our brand is full of heart and has been built to support future products.

From mood board to final product, each step has been thoughtful and intentional.

the process

One thing that has always been important to me was to create a brand and a product with thought and purpose. Starting with the mood board, followed by branding, a prototype, and ending with a printed product, every decision has been made deliberately. To us, our brand is just as important as the product we sell, and serving our customers is more important than how much money we make.

We searched high and low for a manufacturer who we could trust to make a high quality, long lasting product. We sourced heirloom quality materials for our products. We stand behind every aspect of our business — our values, our design process, and our product. From the first sketches to the final product, every step has been carefully made to meet needs of our customers.

own fewer but better

We make things that are high quality and made to last. 

We make things that are easy to use and do not contribute to clutter and excess. 

We make things that facilitate intentionality, both in parent-child interactions, and spending habits. 

be mindful


be transparent

We earn your trust through open communication and authenticity.

Our products will not only exceed your expectations, but will become invaluable in the years to come. 

We strive to enrich your life by creating beautiful products that facilitate beautiful memories.

create beauty

provide value

Here's what we believe to be important in business and in life.



customer care

Join our email list to get news and updates!

contact us
Monday — Friday:
We respond within 24 hours
Monday - Friday: We respond within 24hrs