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The Making of the Artifcts Brand: A One-Year Lookback

Ellen Goodwin, Artifcts
January 05, 2022

Making the career leap from enterprise to consumer brand was not just about a shift from defining a value proposition to appealing to the individual's needs. It's not about creating a brand guide either. For Heather and me it was the A to Z of how we would build our corporate values and policies to how we will reinforce the same through every part of Artifcts. "Okay, but what does that mean, Ellen?" Let me tell you!

Privacy First

Our prior lives were about "need to know." Out here in the private sector it's about delivering value to consumers with the least intrusion possible on their personal information and identity. At the very least, putting decisions about privacy in their hands, not ours. We defaulted all settings to private, created restrictions on what information is shareable to social media (to avoid spilling sensitive information), and ruled out commentary and view stats to avoid unwanted and sometimes demoralizing vibes.

Authenticity

A word often abused, I know, but it has permeated every daily meeting between myself and Heather as we've built Artifcts over the last year. Take our brand video, for example: Our decision to hide behind the camera was not about our CIA backgrounds (although that didn't help), but a reflection of the reality of Artifcts - it's about the objects of our lives and the humanity captured by them, not us as co-founders. It's about real people, memories, connections, and experiences, and, of course, stuff.

Everyday collector's love artifcting

We've stayed true to our values and used our growth this past year to collaborate with other "underrepresented entrepreneurs" along the way. Did you catch our recent competition with Brooke Robinson's Goodtype lettering community? You will see this theme persist. In an upcoming ARTIcle we'll share our interview with a female entrepreneur out of Austin, Texas, who stepped out on her own during the COVID pandemic to offer workshops and services for archival preservation - what's old is new again!

Playfulness

Our logo taps as pages load, have you noticed? You can even view the original inspiration for it in this Artifct about the creation of our logo. We think it will flip its tiles, too, one day to the great discomfort of our creative director. Our primary brand color is a vibrant, life-reflecting green. We have a kid flying on our 404 error page. (We hope you haven't seen that yet!) We launched our company with teaser videos about how not to Artifct, starting with a dog digging frantically on a beach. Speaking of, one of our original product personas was pets! If we are going to become a "museum of humanity," in the words of one of our original community members, we can't take ourselves too seriously, and we must always reflect our community and be approachable. (HELLO! Did you catch our new year's day post on social media?)

 

Sustainability

Sustainability is another foundational element of our brand. We believe that Artifcts provides Arti Community members a forum to appreciate the stuff they have and impart the meaning of it to future generations. We are evaluating how we can bring sustainability into all parts of our business from expectations we have of our cloud services provider to the Artifcts we feature on our website and the content we publish, including pieces we have published about upcycled, custom textiles from a New York-based clothing designer and an Austin-based home goods artist. It also means that as we dream up Artifcts-branded swag for our team and ambassadors, we're seeking out individual illustrators and lettering artists, sustainable product materials, and Artifctable-goods. This holiday we even reminded our audience that you can gift the Artifct experience without so much as a bow wasted!

Singular (but Evolutionary) Focus

Parents, you've probably heard this expression, "Are your listening ears on?" It's product suicide if you do not have built-in mechanisms to collect information about your product. If you've checked out my LinkedIn profile you've seen this concept reflected another way: "When you argue with reality, you lose, but only 100% of the time." (Byron Katie)

At Artifcts we are loyal to our DNA and laser focused on the stuff in people's lives and the meaning behind those objects. But we're at the beginning of our consumer brand journey. We have a lot to learn from consumers and how Artifcts will serve them over the years to come. During the earliest days of Artifcts, we found, for example, that only by directly addressing, "What is an Artifct?" could we then help people over the hurdle of what to Artifct first. Now we tell people we're redefining 'artifacts' because Artifcts are not restricted to items of historical relevance, high dollar value, heirloom status, or parts of collections. Artifcts are objects that have meaning to you. That's it. This 'stuff' helps to define parts of you, your legacy, and your relationships with others.

On that note ... 

... What would you say are the defining elements of your company's brand? Or, you, dear consumer, what helps solidify in your mind what a brand is all about? Let us know at Hello@Artifcts.com. We'd love to learn from others who have tread this consumer brand path before us to help reshape the world around us.

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© 2022 Artifcts, Inc. All Rights Reserved.

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Decluttering and Organizing to Create a Welcoming Space for the Holidays 

If you want to truly enjoy the holidays and not just operate in survival mode, take some advice from Santa Claus himself, who’s known for “Making a list and checking it twice.” 

While you could potentially remember everything that needs to get done and also smoothly delegate along the way, why would you do that to yourself when you could plan it out and recycle and update those plans year after year? You wouldn’t be the first person to wing it and then gasp when they realize they’re missing a particular gift, key ingredient, or even the tickets to the annual holiday lights show that they never miss.

Today in ARTIcles by Artifcts, we’re sharing tips from the pros in hopes of keeping your holiday season merry and bright.

The following is based on the Fall 2023 Evenings with Artifcts episode featuring C. Lee Cawley of simplify YOU, Jill Katz of One to Zen Organizing, and Samara Goodman of Samara Interiors. If you prefer to watch the Evenings conversation, pop over to YouTube now.

 

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Shift Your Frame of Mind and Start with Clear Goals

The holiday season is filled with micro changes to your routines and your home, which can make even the most laid back among us a bit stressed out and edgy, Jill told us. While Jill specializes in organizational services for neurodivergent people, you’ll discover her strategies and tools can keep us all in the holiday spirit.

WHERE IS YOUR MIND AT ON ALL THINGS HOLIDAYS?

To counteract feelings of frustration and anxiety, Jill suggests shifting your frame of mind about the lead up and the moments that make up your holidays in two key ways:

First, embrace that preparation is part of the holiday fun. Give yourself the space during the weeks ahead for prep activities like: 

      • Choosing gifts thoughtfully, not frantically 
      • Hand writing notes on holiday cards 
      • Planning menus that come together to light up everyone’s taste buds 
      • Creating music playlists

Second, absolutely avoid urges for perfection. Take a step back and remember why you are doing all this to start with and breathe. What do you want to remember about this holiday one year from now? Five years from now? We bet it’s about how you felt, not whether that centerpiece matched Martha Stewart’s design or that cake looked as good on your table as it did for Ina Garten.

WHAT WILL SUCCESS LOOK LIKE FOR YOU?

Now let’s consider your goals for the season. Are your holiday plans designed to guarantee more family time? Are you seeking to create a new holiday tradition this year?

To reach your goals and avoid madly racing thoughts that will detract from what’s important, track your holiday routines and to-dos. This will also help you to avoid starting from scratch next year. While you might like a pad of paper or digital note, hands down our panel recommends digitally accessible and customizable spreadsheets.

Before you decide spreadsheets are too intense or complicated, hear us out. A spreadsheet lets you simply list out your to-dos based on when they need to be done, e.g. 4 weeks out, 3 weeks out etc., so you can keep track of the multitude of tasks and subtasks that are part of your holiday routine.  

Common holiday to-do items from our panelists’ own spreadsheets:

      • Taking out and putting up decorations 
      • Buying tickets for a holiday event 
      • Planning the menu and its corresponding shopping list 
      • Ordering custom holiday cards (and noting the “no later than” date for getting them mailed) 
      • Gathering or buying materials related to annual traditions  
      • Making any needed repairs around the house before guests arrive  
      • Choosing and selecting a hostess gift for parties you’ll attend 
      • Tackling cleaning tasks big and small 
      • Pressing tablecloths and napkins 
      • Buying flowers for the table or around the house 
      • Ordering items that will sell out early or have shipping timelines that could threaten your fun
 
 

Creating a Welcoming Space 

Hosting this year? Great. We’re ready with tips for you.

PAPER CLUTTER

As the holiday season begins, get a strategy in place for one of the top sources of holiday clutter: paper! We’re talking about cards and flyers, donation requests from charities, and holiday cards, too.

C. Lee suggests buying or repurposing a decorative bin (with a lid) that you don’t mind setting out in your space to catch all the incoming catalogs and other generic mail. “But have a second box just for holiday cards that you do not want miss and may also include checks, cash, or gift cards.”

You’ll also likely generate some necessary paperwork during the holidays that C. Lee recommends you place into a durable labeled folder. What might this include? Copies of travel documents and itineraries, last year’s holiday card (to help you decide on this year’s), gift lists and ideas, receipts, and more.

Partial view of the Artifcts Get Papered checklist

 
 
 
Pre- or post-holidays, our handy Get Papered checklist can help you declutter all that paper! CLICK THE IMAGE to access this list and others and download for free!
 
 

ALL THINGS HOLIDAY

Clutter aside, let's move on to holiday decor and more! As an interior decorator who naturally embraces many principles of home organizers, Samara suggests that in decorating for the holidays and preparing for guests you think about all five senses.

“Often people think about what the room looks like, and what the menu will taste like, but what about touch? Cozy blankets and that feeling of warmth around you can be so inviting. As for sound, music sets the tone, ranging from upbeat and playful to quiet and calming, and helps you to transition through an event, too. And smell can go beyond your menu. Keep a pot of simmering mulled cider on the stovetop to evoke memories and warmth. And use cloves and cinnamon sticks to fill a decorative vase.”

Samara also favors natural decorations that are compostable, inexpensive, and reusable. You can check out ideas from her here. A simple glass hurricane with a white pillar candle can be filled with red and green candies during the winter holidays, sand and shells in the summer, and acorns or lentils in the fall. Likewise, you do not need a Christmas bowl. An elegant neutral bowl of clear glass, bronze or silver, or smooth wood can grace your home during any season or occasion. Just add festive ornaments at Christmas and enjoy!

A small gingerbread house on a shelf with fake small pine trees

 
 
Iconic gingerbread houses offer instant, homemade, and compostable decor! CLICK THE IMAGE to view this Artifcted house.
 
 

GUESTS WHO WILL SPEND ONE NIGHT OR MORE 

If guests are coming to stay, you can easily discover online list upon list of items that you may want to have out and about to make your guests feel at home. Some things are small and easily done if you think of it, such as a small sign with your wi-fi password in a high traffic location as well as by their bedside.

Other things you maybe already have and/or do by routine anyway. Our favorites:

      • Laying out a sleep mask in case the sleep space is brighter than in their home
      • Providing a fan or sound machine in their bedroom
      • Clearing closet space and adding spare hangers along with a luggage rack 
      • Placing a carafe or similar for water in their bedroom
      • Topping up or replacing basic toiletries

C. Lee also suggests repurposing wine glass tags for regular coffee mugs and glasses to avoid stress and confusion as to which glass belongs to which guest (and reduce dishes). And we also love her suggestion to leave out a note along with some plates/bowls, breakfast foods, and coffee/tea directions so that they can help themselves when they wake up and you can relax into your day.

Artifct featuring recipe and video of the making of coffee cake

 
 
A breakfast treat like coffee cake can be made ahead (even well ahead and frozen), and pulled out for all to enjoy at whatever hour they roll out of bed!
 
 

It's Okay to Control the Chaos When Guests are Staying

About those guests of yours: Keep your eye on the prize. Priorities shift when guests are in the house. Do you feel more like, "Your home, your rules?" Maybe treat your rules more like guidelines.

Set boundaries only where necessary to keep everyone (pets included) safe and to preserve your sanity. We’re willing to wager that more often than not your friends and family will follow along if they know your boundaries and general modes of operation. Just give them a nudge! For example, add a temporary over-the-door rack to hang multiple coats so people know where they can store coats and bags if you don’t want them strewn about. And if you are a shoe-free household, post a little sign and offer skid free socks to put on for their comfort and safety.

Guests are gone? Now is when you can reset and return things to normal around the house. Do not try to do this while they are there; it’s like fighting gravity. Is that really how you want to expend your energy while they are there and you’re trying to enjoy time together?

Tips for Making the 11th Hour Less Stressful

Remember that spreadsheet? We mentioned sorting it by weeks. Well, you may also want to create a timetable for the day of your event, says C. Lee, so you and everyone else remembers/knows when each thing needs to happen. When does each dish need to go in the oven? When will you light the candles and start the music? Who is arriving and when?

And what are old school sticky notes good for when it comes to the holidays? Delegation! Jill reminded us all to ask for and accept help. And even if you truly have it under control, you can appreciate that you’ll have folks joining the festivities who will feel more comfortable if they can help in some way.

Pop a sticky note next to the salad bowl, ingredients, and recipe, and say, “Make me!” Or add a note next to the stack of plates, flatware, and glasses and, write “Ready for the table.” If you coordinated in advance or simply know who will want which task, label the note with their name.

Samara encourages you to work ahead to set the table, which can be a serious effort depending on the number of place settings, the distance your table is from where all the essentials are stored, and how many layers of decorations, flatware and glasses, and more you add to complete the table.

“And if you don’t have a separate table you can decorate in advance, create a table setting box with everything you’ll need, including the tablecloth, napkins, candles, candle sticks. For items you can’t put in the box, like place settings, platters and glasses, make a list and add to the box to check off as you set the table.”

One more 11th hour prep tip is about gift opening. Have your helper tools stationed and ready. This might mean a bag for ribbons (to reuse) and another bag for non-recyclable wrapping and tissue papers. And to avoid losing anything in that holiday mess, have a box set out where small gifts can be popped into temporarily. Oh, and don’t forget to have a safety cutter on hand for eager gift receivers to open tough tape, boxes, and plastic covers without landing in the emergency room.

The Final Word 

We asked our panelists for their final few words of advice to avoid getting our tinsel in a tangle. Here’s what they offered:

      • Simplify hostess gifts by picking one item to give to each hostess that season. Avoid more ‘stuff’ and go with consumables like wine, an evergreen potted plant, or special gourmet treats. 
      • Which leads to… embrace regifting! If it’s a distinctive and memorable gift, perhaps just avoid regifting it inside the same circle of friends or colleagues to avoid awkward moments.  
      • Centerpieces can be created well ahead of time and even done as an event, together with friends and family, for an instant tradition!  
      • Minimize how much new you take on during the holiday season: one new decoration, one new recipe, one new tradition.   
      • Plan in downtime so you can enjoy the season without being drained by it. 

And with that, happy holidays AND happy Artifcting!

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© 2025 Artifcts, Inc. All Rights Reserved.

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Holiday Photos: Preserving the Cheer Without the Chaos

The holidays are a magical time of the year, gathering with family and friends, cozy décor, laughter, and if you happen to live in the Northern climes, maybe even snow! The holidays also usher in a whole new level of photo taking, prompting us to click, click, click, capturing hundreds (or thousands) of photos, often without thinking twice about it.  

Our co-founder Heather knows this all too well after going through her Thanksgiving photos and realizing she had not one, but ten photos of their Thanksgiving turkey (don’t judge, it was a great turkey!) and an equal number of photos of the family golden retriever staring lovingly at said turkey.  

 

How many turkey photos does one need? 

After the holiday season ends, we often end up with a digital dump of images and duplicates scattered across camera rolls, phones, and cloud backups — a holiday-photo graveyard that’s all but impossible to navigate. 

If that sounds familiar, you’re not alone. What usually starts as a handful of precious snapshots quickly balloons into a chaotic archive. But with a little intention, especially during or right after the holidays, you can turn that chaos into a meaningful collection of memories. 

Below is our fresh take on how to approach holiday photo overload, including some practical steps to help you stay on top of it all. 

Why Holiday Photos Are Valuable AND Vulnerable 

Holiday photos often capture more than just “how things looked.” They freeze moments of connection across generations — grandparents visiting, kids tearing into gifts, old friends reunited, traditions revived. Over time, these pictures become priceless glimpses into how we celebrated, who was present, what mattered then and why. 

Yet the very things that make holiday photos valuable also make them vulnerable: 

  • They tend to accumulate — many gatherings, many cameras, many people snapping at once. 
  • They’re easy to ignore after the fact — several months and 10,000 photos later and they are lost in the shuffle (or at least our camera rolls).
  • Without a structure, future you (or future family members) may never see them — even if they matter deeply now. 

That’s why this holiday season is a great time to get intentional with your photos by curating, organizing, and preserving them before the memories fade into chaos. 

A Holiday-Photo Workflow: From Snapshot to Keepsake 

We’ve come up with a simple process to handle holiday photos in a manageable, meaningful way based on multiple conversations with our friends and colleagues at The Photo Managers: 

Capture freely — then cull deliberately. 
During events, allow yourself to snap liberally. But once things calm down, either right after the holiday or within a few days, go through the photos. Delete obvious duplicates (the Daily Delete app can help!), bad shots, and images that don’t evoke anything special. This way you keep the “keepers” without the clutter. This delete-as-you-go-or-soon-after mentality is highly recommended when dealing with large photo collections. 

Organize by date and event. 
Now that you have your “keepers,” create a folder structure, for example: Holidays → 2025 → Thanksgiving, or Holidays → 2025 → Christmas Party. This simple hierarchy makes it easier to find photos later and will keep future generations from having to guess “who was that and what were they doing.” Our friends at Mylio make it super easy to create a digitally organized catalog of all your favorite photos.  

Back it up. 
"Honey I accidentally deleted our holiday photos," is a conversation starter no one wants to hear. Once you’ve organized your collection, ensure you have safe copies of the photos that matter most. Use external hard drives and/or cloud storage to help guard against accidental deletion and any unforeseen events such as natural disasters. 

Celebrate! Share, print, or Artifct your favorites. 
Pick a few favorite moments to highlight — maybe for holiday cards, a printed album, or just to brighten someone’s day. Sharing keeps the memories alive, and printing or Artifcting gives them permanence. Check out our How-To Guide to get all our tips on Artifcting and sharing your favorite holiday photos.  

Why This Matters  

The holidays often involve many people, fleeting moments, and near-identical shots, and without culling, you end up with chaos. A well-structured collection ensures you (or your family) can revisit or even pass on not only the photos, but the stories and memories that go with them too.  

If you're feeling overwhelmed by your holiday photos take a few minutes (or even just one evening) to start. You don’t need fancy software or perfect editing skills. Start with what you have: a folder, a computer, maybe a cloud backup. By doing a little bit now, you’ll save yourself hours (or days) later and ensure that your holiday memories don’t end up lost or forgotten.

May this season bring warmth, laughter, togetherness, and a photo archive you’ll be proud to revisit for years to come.  

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© 2025 Artifcts, Inc. All Rights Reserved.

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The Great ‘Stuff’ Transfer: Avoid the Clutter and Preserve Your Legacy

The wealth being passed down from Baby Boomers isn’t just dollars — it’s decades’ worth of ‘stuff.’ As we enter what many call the Great Wealth Transfer, the children of Boomers are discovering that a big chunk of what they inherit comes in the form of physical objects: collections, vintage items, and sometimes things nobody quite knows what to do with. 

Our Co-Founder, Heather, discovered this firsthand after losing her mother and having to sort through SO. MUCH. STUFF. 

What’s Actually Being Inherited 

According to a recent Bloomberg article by Chris Rovzar, as much as $90 trillion in assets will change hands over the next few decades. But alongside financial assets lie a mounting inheritance of physical belongings. We're talking about antique furniture, sterling silver flatware, model trains, Hummel figurines, cut-crystal glassware — even miniature pianos. 

Some of these items carry deep sentimental value. For others, not so much. The result? Many heirs feel buried under a mountain of ‘stuff’ they didn’t necessarily ask for. 

Why There's So Much ‘Stuff’ 

Collectors never stopped collecting. Boomers who built their collections over their lifetimes didn’t always see them as clutter. Their passions were real — and they hoped their kids would appreciate them too. 

As we age, many of us may want to downsize. But instead of letting go, we hold on to beloved items or leave the bulk to the next generation. Matt Paxton, star of both Hoarders and Filthy Fortunes, and Advisor to Artifcts sees this daily as he and his team help families downsize and somehow deal with all the ‘stuff.’   

We are also great at avoiding tough conversations. Not all families talk about what to keep and what to let go of. Without clear plans, decisions fall to the children — who are often under emotional stress. 

The Impact on the Next Generation 

For many Millennials and Gen Xers, dealing with their parents’ estates isn’t just a financial task — it’s deeply emotional work. Rovzar describes cleaning out a parent’s house as “upsetting, stressful and deeply sad,” but also cathartic when you find unexpected treasures like a long-lost recipe or beloved childhood memento. 

On the practical side: 

  • Storage is becoming a challenge. Some families use storage units to hold inherited objects, which can be costly. Self-storage is a $59 BILLION dollar industry in the US alone.  
  • Selling isn’t always easy. Vintage doesn’t always mean valuable. Many items have limited resale markets.
  • Keeping the legacy feels heavy. Not every object has a clear inheritor, and not all heirs want what their parents collected. 

What Can Be Done — Thoughtfully 

Do you find yourself or your loved ones staring at the oncoming ‘stuff’ tsunami and not sure what to do? We asked experts across the organizing, downsizing, and photo management industries on how to navigate this transfer of stuff: 

Have conversations early. Parents and children should talk about what matters, what doesn’t, and what to do with sentimental vs. practical belongings. 

Prioritize what to keep. Not everything needs to survive for another generation. Choosing key heirlooms can help reduce clutter while preserving meaning. Check out our guide to Swedish Death Cleaning to help you purposefully choose which possessions to hold onto and which possessions to rehome or let go of altogether. 

 

Hot cocoa mugs Our Co-Founder Heather kept these vintage hot cocoa mugs after her mother passed--not for the financial value but because of the memories. 

Be realistic about disposal. Items that don’t hold value may be donated, recycled, or sold. A professional estate sale service can help. Learn more about estate sales and other online options for selling items in our Everything You Need to Know Before Heading to Your First Estate Sale ARTIcles story. 

Document provenance. If a piece has real historical or monetary value, keeping a record helps with future decisions and may make it more meaningful. It can also help your heirs not be “the ones” who accidentally donate a Picasso to Goodwill.  

Why This Matters 

This isn’t just a story about stuff — it’s about generational legacy, memory, and how we value our lives through objects. As wealth moves from one generation to the next, what we inherit isn't just bank accounts; it’s a tangible piece of who our parents and grandparents were. 

For many heirs, sorting through these items is more than a transaction. It’s a way to understand their loved ones, decide what to carry forward, and gently close chapters in a responsible and emotionally respectful way. 

As you look around your home — or your parents’ if you happen to be heading home for the holidays— notice the items that hold meaning: 

  • The broach worn on a wedding day
  • The tool passed down from a grandfather
  • The ticket stub from a once-in-a-lifetime concert
  • The odd little figurine that always sat on the mantel 

Those keepsakes aren’t just things, they’re experiences, memories, and connections waiting to be captured. Take a moment to Artifct those items, capture the story, the history, and all the little details that make you smile, laugh, or remind you of your loved one(s). Give future generations the context they need — not just the clutter, because the real inheritance isn’t the ‘stuff.’ It’s the life stories and memories behind it. 

Still with us? Extra credit if you use our “In the Future” field to tell your heirs what to do with the item when the time comes — keep, donate, sell, bequeath, or “as you wish.” Lift the weight of uncertainty before it ever lands on their shoulders. 

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© 2025 Artifcts, Inc. All Rights Reserved.

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