The time has come!

I’ve been giving you all teasers about changes that were coming over the past 4 months. I started with my new logo drop and continued to rebrand while I pivoted, and now I’m ready to let you in on the know.

MONTHS ago, maybe 7 to be exact, I began to feel a pull towards another direction. I had my head down, working hard and when I looked up I realized my horizons had become blurred. I was heading into the hustle and bustle of the holiday season and my vision wasn’t clear at the time, but I knew without a doubt, something had to change. I was feeling drained and very blasé about Indie Twenty. Yes, you read that right.

How could this be? Was I burned out? Was the whole retail biz just not for me?

Nah. Couldn’t be, could it? I looked in all directions, what the eff was I supposed to be doing if Indie Twenty wasn’t it!? I felt like things were falling apart. Looking at where I was currently at, as a brand and business, I knew it was time for a change, for sooo many reasons. But what was I supposed to change?

I explored several options.

Should I expand?
I wanted a larger space but, I’d still be hidden away right at the heart of a thriving area.

Should I look into a new location?
I’d already done it by opening a 5 month popup in Brooklyn while maintaining the operations of both. Hmm.

Should I apply to more craft shows, or nix them altogether?
But then I’d be even moreee exhausted with even less days off, or I’d miss a huge part of the community I came from.

Ugh. Where was my answer!?

I let it marinate. Nothing felt right about any of those things, until I decided to really take a step back and examine my goals. I kind of let go of them on the whole. I was moving forward, and thats GREAT, but not in the direction I wanted. I prayed and waited (impatiently, I must say) for some clarity. And then it kind of just presented itself to me.

I took risks before, and I had to do it again.

What was the worst that could happen? I decide I don’t like the direction I am moving in and I pivot yet again? Yep. I owed it to myself to see if I could open a store - to feel legitimized - and I did. I owed it to myself to see if I could successfully sell in Brooklyn, and I did. Now, I owed it to myself to try my hand at a showroom and wholesale market, to really go after my goal of becoming a known lifestyle brand and refocusing my creativity. I’ve already sold collections to boutiques across the country and around the world, I’d already been invited to sell with Anthropologie, a major brand I admired, so I had to give myself the opportunity to explore this more.

[*takes a deep breath*]

So here it is.

I am seriously SO excited to announce that I am shifting to online! Right here, on IndieTwenty.com, THIS is where you can find me. This shift is allowing me to get back to designing on a more regular basis, to flex my creative muscles, to collaborate more, to experiment, to mentor, and even to hire some of you talented individuals! But most importantly, I’ll be better able to cater to my AMAZING local supporters [like YOU] in a more intimate manner -with double the space- I might add! I have missed all of those things sooo much.

I will be hosting shopping events, product launches, and holding client style sessions with in-showroom-shopping.

Shifting my resources in this manner will allow me to grow in the way that I want to, more clearly navigate my brand direction and execution, and hit a larger market intentionally and much more efficiently.

How exciting is that!? Just thinking about the new opportunities I have before me, I am giddy. Sure, its still scary but everything up to this point was also once scary. After all, even a new strange light can be just as frightening as living in the dark. I made it through those risks and I am so excited to be heading on this new journey.

See You Soon!

Event announcements, In-Showroom Shopping and more will be coming soon. Stay Tuned! And until then, check back often to see all the new styles and site updates.

I played Hello, Goodbye, over and over again in my head while deciding how and when I would reveal these changes. The more I thought about it, the more I recognized how proud of myself I was for making a new leap and at that point, it didn’t freak me out anymore; I felt relieved and excited to share the news with you all. And just like that wonderful song of duality, I hope that you too, will focus on the positive. Because I see what I dream; I see what can be, and I’m going for it.

We’re not going far, by the way, the showroom is still located in Hamburg. Be on the look out for how to schedule appointments and where to pick up your local orders.