A New Era

We never had a business plan. I think if we are really honest with ourselves, we didn't think we would make it this long. I think we hoped deep inside, in some unknown place that maybe — just maybe — we would be able to live out our dream for a while and hopefully make a decent living until we were forced to move on to something new. We never looked too far in the future. We didn't have any outside financing, or projections, much less a working website. Our branding was very DIY. It had to be. We weren’t graphic designers and we certainly couldn’t afford some big agency to build out our brand identity. Our logo was quite simply a hand picked font that we thought looked cool — and that was it. We were in survival mode, every single day. Logos didn't matter much to us back then.

It all seemed to happen without us really noticing. Our designs got bolder. We pushed forward with fun colors, fresh silhouettes, and hand-carved gemstones. Suddenly people started to know us. Some well-known influencers started to reach out to us. Some celebrities and fashion icons started sneaking into our order queue. We found ourselves living the dream we barely allowed ourselves to imagine. It felt like it was time for our own metamorphosis. We’re no longer that small time brand that we used to be with only dainty minimal jewelry. Our jewelry is fun. It should make you happy. We want our new branding to emulate and expand on that feeling.

And as always, it comes back to you. You have brought us here, and so we owe you everything. We want you to have the best experience when shopping for, receiving, gifting and wearing our pieces. You deserve to open a box of happiness with every order. We want your gifts to look as polished and as well thought-out as the jewelry itself. Quite simply, we want to spread happiness wherever we can.

We are so happy to roll out a new THATCH. For you. For us. For everyone.

Bolder. Fresher. Brighter.

With love,

xx