It’s never not interesting to discover a super-fresh brand, then sit back and watch it evolve over a few years. That was definitely the case with SHEWOLF DESIGNS, which I stumbled across in the NY NOW incubator in Winter 2024. It was a treat to get acquainted with its go-getter founder, Brittany Wolf. I didn’t realize it then, but she had just quit her day job! Brittany also gets an enormous gold star for following up with me after the show like she said she would — and for generating the intoxicating wares I snapped that day below.
Fast forward a few years, and SHEWOLF just came off a very successful Faire summer market, has 430 stockists — and just donated $6K to several non-profits. Now Brittany drops in to share all her newness. First up: her redesigned notepads!
“As I hit five years in business this coming January, my brand aesthetic has definitely evolved. Early SHEWOLF leaned into RBG, middle fingers, and tiny skulls paired with copy, but what I found was that customers connected with the words, not the illustrations. Turns out my zone of genius is in the copy, so that’s the direction I leaned into: clean, bold designs and relatable copy that hits. This redesigned notepad collection reflects that shift and reflects where my brand’s at right now. My personal favorite (and my stockists agree) is the Emotional Support To-Do List. It’s basically a love letter to my favorite sport: reading! The last two to-dos on it are ‘drink water’ and ‘read & ignore everyone,’ so very playful but totally useful!”
Next up: Gift Labels!
“I grew up wrapping gifts with those flimsy, mass-produced Christmas labels with the yellow backing paper. My parents never used greeting cards, but I appreciate good paper (obviously) and wondered why better quality labels didn’t exist. Especially as a Jew, I was tired of only using winter-y options or skipping the Christmas-specific ones entirely. I wanted to create labels that could be used year-round, so I launched three options: Christmas, Hanukkah, and birthday.”
“They all have the signature SHEWOLF snark and are made on the same high-quality sticker paper as my bestsellers, so they’re incredibly durable. Perfect for people without extra cards at home, white elephant gifts, or wrapping something from the regifting closet! These just launched for Summer Market so Christmas is the current frontrunner, but my personal favorite is Hanukkah — I think it’s truly filling a hole in the market, which is something I’m proud of.”
Thank you Brittany! What a fabulous launch. Start your shop here — and to my friends in the trade, this Top Shop is open on Faire 24/7!
