Personas: " exercise in deep empathy"

Personas provide an understanding of our target audience by capturing their psychographics, interests, and challenges. This understanding is an exercise in deep empathy, allowing us to connect the dots between our products, people, and purposes

Sustainable Sumaira

Psychographics: Sumaira is environmentally conscious and values sustainable living. She enjoys hosting dinner parties for friends and family, and she seeks unique, ethically produced home goods that align with her values.

Hobbies/Interests: Cooking, gardening, yoga, reading

Problem Statements:

“I struggle to find eco-friendly tableware and decor that reflects my personal style and values.”

“I feel guilty about purchasing mass-produced products from big retailers, but I don’t know where to find sustainable alternatives.”

Community Champion Charlie

Psychographics: Charlie is passionate about community-building and supporting local artisans. They appreciate unique, handcrafted items and value sustainable practices in their everyday life.

Hobbies/Interests: Volunteering, attending local events, photography, hiking

Problem Statements:

“I want to support small communities abroad, but it’s challenging to find ethically made home goods that showcase their craftsmanship.

“I struggle to find decor pieces that are not mass-produced using cheap and unfair labor practices. “

Trendy Terra

Psychographics: Terra is a design enthusiast passionate about creating a beautiful and curated home. She seeks unique and trendy home goods that are handcrafted, show-stopping, and can be showcased on her social media platforms.

Hobbies/Interests: Interior design, fashion, blogging, social media

Problem Statements:

“I want to impress my guests and followers with unique home goods that will leave a lasting impression.”

“It’s hard to discover trendy and unique products that reflect my personal style and values.”

Vibes: "...serendipity of making kin & gathering"

Kin & Gather exudes a harmonious fusion of bohemian wanderlust, sustainable elegance, and global community spirit. With a warm and inviting ambiance, the brand celebrates conscious living, the beauty of curated spaces and the serendipity of making kin & gathering with our loved ones.

Strategy: "...a sustainability sanctuary for homebodies"

A captivating dance of collaboration and niche aesthetics, where value-driven creators advocate for sustainability, showcasing hand-crafted treasures and inspiring a global audience. Through innovative and compelling storytelling, the brand addresses the guilt of mass-produced consumption, offering a sustainable sanctuary for homebodies seeking ethically sourced decor that supports small communities.

"Vibe Match" Collaborations

Influencers: A vibrant tapestry of sustainable storytelling, where popular creators weave their magic, passionately sharing the beauty and significance of hand-crafted home goods.

Examples: Lahb Co.

Events:  Strategically join forces with established events, curating immersive experiences highlighting the artistry of sustainable craftsmanship, inspiring event-goers to embrace conscious living.

Examples: So Far Sounds

Content Marketing

Blog: Develop engaging and informative blog posts focusing on sustainable living, hosting tips, and the stories of the craftsmen and women we work with. This will help build credibility, attract organic traffic, and establish the brand.


  1. Environmental Advocacy: Discuss environmental issues and ways to support environmental organizations, inspiring readers to become advocates for positive change.

  2.  Mindful Living: Discuss mindfulness practices, self-care routines, and ways to create a more balanced and sustainable lifestyle.

Events: Build an email list and regularly send out newsletters that include product updates, exclusive discounts, and curated content related to sustainable living and home decor trends.


  1. “The Stories Behind Our Artisans: A Journey of Craftsmanship and Empowerment”
  2. “Unlocking the Art of Community: Hosting Events that Bring People Together”
  3. “Creating Memorable Dinner Parties: Tips from Kin & Gather”

Community Dinners

Step into a world of indulgence as Kin & Gather hosts monthly community dinners where guests can savor delectable farm-to-table cuisine, bask in the warm glow of eco-friendly ambiance, and forge meaningful connections with like-minded individuals, all while supporting small communities abroad through the curated tableware and decor that adorns the enchanting dining setting.

Products: "...each product tells a story of craftsmanship"

An exquisite collection of handcrafted, sustainably produced home goods that elevate any space with their unique blend of global aesthetics and conscious design. From artisan-made tableware and decor to eco-friendly textiles and ethically sourced candles, each product tells a story of craftsmanship, cultural heritage, and a commitment to supporting small communities abroad.