I grew up in the 1970s, when there were only two choices for gender on forms and ‘working moms’ were both a novelty and an anomaly. Obviously a lot has changed — and one of *my* favorite changes has been at markets, where I now regularly discover bright, unapologetic, women-owned brands completely dedicated to female empowerment. Frankly, these just didn’t exist 25 years ago.
I first stumbled across Brittany Wolf of SHEWOLF Designs at this past winter edition of NY NOW. She was exhibiting in the incubator section — smaller, leaner booths for fresh faces + edgier offerings — and her space was utterly mobbed, something I just love to witness! It was easy to see why: SHEWOLF’s product is distinctive, the messaging is original — and the entire shebang is driven by one pint-sized but incredibly powerful personality. I was instantly inspired to get acquainted with this intriguing specimen!
SS: Can you tell me how you settled on your brand values: Embrace your badass; take up space; and live out loud?
BW: Growing up, I never fit into a “group” and was always butting heads with big personalities. The old me thought my fearless speaking was a curse.
The new me knows it’s actually a gift — the ability to say what other people are thinking but may be too afraid to say. I feel it every time I’m thanked for making someone feel seen, or told I inspired them to stand up for themselves.
So, these values are simply my guides on how you can tap into that inner SHEWOLF and live a more unapologetic life:
- Embrace your badass: Own what makes you unique. We all have that spark that sets us apart.
- Take up space: Don’t be afraid to lead with your feelings and stand up for what you believe in!
- Live out loud: Life is too short to be boring. Stop playing it safe and start living life on your own terms!
SS: Are those the yardsticks by which you define every release? I am curious how they inspire you too.
BW: Absolutely! I have hundreds of designs in the hopper (my lists have lists), and many will never see the light of day. But keeping these brand values in mind helps when I’m deciding what to bring to life. I might love an idea more than anything (or get these suggested to me), but if it doesn’t speak to my brand, I have to let it go.
That said, I want my business to be FUN. I know there are seasons in business and life, so I have to allow room for change.
Whenever I drop a release, every product has to meet at least one of the SHEWOLF values.
SS: You’re an infertility-warrior-turned-childfree-millennial. First off, congrats. Secondly, I want to hear more about the audience for these offerings. What type of feedback do you get?
BW: Thank you so much for saying “congrats” and acknowledging this! There’s such a terrible stigma surrounding women who don’t have children and shame surrounding fertility issues. After six years of treatments and losses, I’ve experienced a lot. Now that I’m learning to navigate my new childfree life, I’m excited to bring this issue to light.
First, it’s for fellow infertility warriors. These cards are the things I wish I’d heard while struggling — whether it’s sending good vibes, celebrating wins, or acknowledging hard losses. These designs are perfect for keeping by your medications as an empowering boost!
Second, it’s for anyone who knows someone struggling. I often hear people feel awkward because they don’t know what to say to their friends. I’m here to educate using my own experience, and let them know it’s okay to not know what to say, but it’s not okay to ignore it. It’s the small acts of kindness and acknowledgment that matter most.
The feedback I’ve received for this collection is incredible, especially during in-person events! It means the world to me that women immediately feel safe and start talking to me about their experiences or those of their loved ones. While this collection was designed with IVF in mind, it’s these types of conversations that highlight the collection is really about being a good friend and acknowledging the support people need.
SS: Now, I want to hear about your bestsellers across categories. Why do you think they are selling well?
BW: This business was built on stickers, so that’s my biggest collection. Across categories, my people love a well-placed curse word! My “fuck checklist” and “bad bitch membership card” stickers are always top sellers, and I can’t keep my “fuck” interactive pin in stock.
Even with bag designs, my customers’ favorites are the simple ones that make a statement — “do the things, take no shit, live out loud, run a girl gang!”
The Tiny Wins collection, celebrating everyday victories like “I didn’t kill anyone today!” also does well.
My customers gravitate towards my snarky but approachable designs — they’re not crude or crass (in my opinion!), but they say how you feel and get straight to the point.
SS: Talk to me about your Designs that Donate collection. You also invite your customers to suggest a charity to partner with. Have you received any good leads from this? Have you partnered with them?
BW: This collection really embodies my second brand value to “take up space.” I’m the type of person who believes actions speak louder than words, so you better bet my brand is doing the same!
Unfortunately, I’ve never received a lead from my online form, but I still think it’s important to give people an outlet to share. If you’re supporting me, I want to make sure I’m putting your money where your heart is!
I sometimes get suggestions when I post in my IG stories — my most recent find was SMAYL, an amazing org for local LGBTQ+ youth in the DC area.
In April, I launched my infertility greeting card line in honor of National Infertility Awareness Week (hosted by RESOLVE, the National Infertility Association). I’m proud to have worked with the team at RESOLVE to offer a card that directly supports their mission to protect IVF access! Although orange is NOT my color, it’s the official color of infertility awareness, so it’s the only orange one that reads, “You are a badass infertility warrior.”
SS: Is there anything else you would like to share with paper nerds?
BW: If you’re looking for a hype girl, I’m it! The best part about small business is the relationships, and I believe your vibe attracts your tribe. If you like the SHEWOLF vibe or want to add a ride-or-die hype girl to your mix, my DMs are always open! I started this business doing markets, so face-to-face interactions and those genuine relationships are what I live for.
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Clearly this is a range and a maker to watch! Paper nerds in the trade, shop SHEWOLF in Atlanta Market (happening now!) or Las Vegas Market (7/28-8/1) at the American Design Club booth — be sure to take advantage of free shipping on orders over $250 at both shows.
Next week, Faire Summer Market runs Monday through Thursday. Brittany will be offering: 10% off $125, 15% off $225, and $20% off $300 PLUS free shipping.
For paper nerds in the wild, your shop starts here. Buy four stickers, get one free. Drop $50, and your U.S. order ships free. Sign up for the SHEWOLF newsletter to get 20% off your entire shop!
