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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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Artifcts: The New Love Language

In a world where messages often zip by in seconds and memories can slip through the cracks of daily life, Artifcts offers something beautiful: a way to say “you matter” that’s tangible, personal, and lasting.  

An Artifct isn’t just a photo, a story, or a digital file — it’s a love note stitched together with meaning. It’s a moment preserved in time, carefully captured and shared with intention. It becomes a topic of conversation, a happy memory shared, a new story discovered. Whether you’re celebrating a milestone, reconnecting across time and distance, or simply saying “I love you,” Artifcts transforms everyday objects and memories into meaningful expressions of affection. 

How Artifcts Becomes a Love Language 

At its heart, Artifcts is about connection: between family, across generations, and even between friends. When we slow down to document why something matters — not just what it is — we invite others into our world, our stories, and our hearts.  

Objects gain power when their stories are told. A simple recipe card becomes a warm memory of Sunday dinners. A well-worn baseball glove becomes proof of childhood dedication. These are the stories that make the Artifcts priceless. 

When you share an Artifct, you’re doing more than sending a file — you’re offering understanding, appreciation, and connection. 

 

A special Valentine's Day gift from mother to daughter. Sorry, this Artifct is private! 

Artifcts: Love Across Time and Distance 

One of the most magical aspects of Artifcts is that it lets you share love no matter where you are. Whether family members are across town or across the globe, an Artifct carries emotions and memories in a way that text messages and social feeds simply can’t.  

You can preserve: 

  • Family traditions and heirlooms
  • Stories and mementos from loved ones who’ve passed on
  • Milestones and awards big and small
  • Meaningful moments and photos you never want to forget 

This shared remnant of life becomes a bridge between your world and someone else’s, a shared narrative that deepens relationships and invites ongoing conversation. 

Tips for Creating Truly Heartfelt Artifcts 

Ready to make Artifcts that resonate deeply with those you love? Here are thoughtful tips and tricks to ensure your Artifcts are full of heart value: 

🧡 1. Start With Why 

Every meaningful Artifct begins with a why — a reason that goes beyond the object itself. Ask yourself: 

  • Why does this keepsake matter to me?
  • What memory does this memento spark?
  • Why have I kept this item all these years? 

Share those answers as part of the Artifct’s description. 

📸 2. Combine Media for Richer Stories 

Blend photos, videos, and voice recordings to tell a fuller story. Hearing someone’s voice or seeing a moment in motion adds emotional depth that text alone can’t match. Whether it’s the history behind a treasured heirloom or the tale of a favorite trip, capturing details while they’re still fresh and in your loved ones own words adds richness that’s irreplaceable.

🗣️ 3. Include Personal Reflections 

A heartfelt Artifct isn’t just about facts, it’s about feelings too. Take a moment to reflect on: 

  • What this object means to you
  • How it connects to someone else
  • Why you’re sharing it now 

These reflections will help make your Artifcts feel personal and intimate. 

🎁 4. Share with Intent 

When you share an Artifct, think of it as a digital gift: add a message that tells the recipient why you chose to Artifct and share this item with them. Just like thoughtful gifts in real life, these intentional Artifcts become keepsakes in the heart. 

The Art of Saying “I Love You” with Artifcts

In a culture filled with fleeting interactions, Artifcts invites us to pause, reflect, and communicate what matters most. It’s more than documentation, it’s devotion. It’s a love language for our digital age. So whether you’re commemorating a birthday, sharing a treasured family memory, or simply telling someone you’re thinking of them, let Artifcts help you speak from the heart.  

This Valentine's Day as you pause for a moment to absorb all the positive in life, surprise someone—friend, sister, neighbor, professor, parent, son—with an Artifct!

Happy Artifcting! 

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© 2026 Artifcts, Inc. All Rights Reserved.

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What Should I Artifct First?

We get questions every day from people wondering what they should Artifct first. There’s no right answer, because the things you collect, accumulate, and inherit are as diverse as is the content of the world’s most amazing estate sale or flea market (or Grandmas' closet).

Of course, we try to help inspire you along the way. We have more than two dozen free downloadable inspiration checklists to help you get started. And we often write about different approaches to get started Artifcting or for those who think, “But I’m not sentimental.”

Today we’re sharing fun and thoughtful starter prompts in a series of lists to help anyone create their first Artifct or their 100th Artifct—whether it's sentimental, quirky, or just a favorite item with a cool backstory. Because the fact is the stuff we keep, and the mere act of taking seconds to Artifct that, can tell others more about us than the most formal or thoughtful of interviews or workbooks.

🧠 Memory-Based Prompts

      • What’s the oldest thing you own—and why do you still have it? 
      • Tell the story of a gift you’ll never forget (yes, even if you accidentally lost the item). 
      • What item reminds you most of someone you’ve loved and lost? 
      • What’s something you’d want your great-grandchildren to know you owned?

😂 Light & Fun Prompts 

      • What’s the weirdest item in your junk drawer, and why is it still there? No cheating. Go open it and Artifct that!
      • What’s your favorite T-shirt or mug—and what’s the story behind it? 
      • What’s something that you brought home from a vacation that still makes you smile? 
      • What's the silliest photo you've taken this year? Artifct the photo and the story behind it.  

🎶 Music, Pop Culture, and Hobbies 

      • What’s the first concert or event you ever went to? Do you still have the ticket or merch? 
      • Share an item related to your favorite movie, book, or band. 
      • What hobby item (camera, sewing machine, old bike) has the most history for you? 
      • What game, toy, or gadget meant the world to you growing up?

🏠 Everyday Meaning 

      • What’s one recipe card or cookbook you couldn’t live without? 
      • Is there a piece of furniture in your home with a backstory? 
      • What’s an item in your garage, attic, or basement you keep moving but can’t throw away?

💼 Work & Milestones

      • What item represents a proud work moment or accomplishment? 
      • Choose something from a graduation, award, or “big day.” 
      • What’s the story behind your first paycheck or ID badge?

These prompts aren’t just about choosing what to Artifct first—they’re invitations. Invitations to ask better questions, to listen a little longer, and to discover the stories that often surface only when we slow down together. Whether you’re sitting around the table at a family reunion, visiting grandparents, or catching up with loved ones you don’t see often enough, these moments can turn everyday conversations into lasting connections.

This year, let curiosity lead the way. Use these prompts to spark meaningful exchanges, uncover memories you’ve never heard before, and preserve the stories that matter most—while the people who lived them can still tell them in their own words. One Artifct at a time, you’re not just capturing objects or memories, you’re deepening relationships and building a shared history your family can return to again and again.

Happy Artifcting!

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© 2026 Artifcts, Inc. All Rights Reserved.

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From ‘Just Stuff’ to Family Gold: The Power of Story

If you’ve spent any time reading about downsizing, decluttering, or estate planning, you’ve probably seen this line repeated over and over: your kids don’t want your stuff. Full stop. End of story. 

Major publications from The Atlantic to The Wall Street Journal (WSJ) have documented this myth time and again. In one of the many pieces about family heirlooms and inheritance, the author, Robbie Shell, notes that many parents find themselves surprised when their adult children “turn down many more items than they accept” when offered keepsakes, highlighting a common reality: the things we think matter often aren’t wanted simply as objects without context. 

But based on what we see every day at Artifcts, that narrative is missing something important. 

Yes—your children may not want random stuff. An extra side table with no backstory? A box of unidentified knickknacks? Probably not. But meaningful things? Objects that hold memories, history, and connection? That’s a very different story. 

It’s Not About the Object. It’s About the Meaning. 

That dining room table where birthdays were celebrated, homework was done, and holidays stretched late into the night? That’s not just furniture—it’s a witness to family life. The love letters Grandpa sent Grandma during World War II? That’s not paper—it’s proof of a love that endured separation, uncertainty, and time. 

 

When items are stripped of their stories, they lose their power. But when you take a moment to document why something matters, everything changes. 

From “No One Wants It” to “It’s Been Rehomed!” 

We hear this transformation all the time from Artifcts members. 

An object sits untouched for years because no one understands its significance. Then the story is shared—the memory, the moment, the reason it mattered—and suddenly the response shifts. A sibling claims it. A grandchild treasures it. A family member who never would have raised their hand now says, “I had no idea. I’d love to have that.” 

One of our favorite stories we’ve heard over the years is from one of our Artifcts members, Grandmom. She lovingly told of how no one wanted her beloved china set until one day, one member of her family decided to ask her about the story behind the china set. To everyone’s surprise, the china set was not a wedding gift, but rather a piece of family history with a great story.  

Turns out Grandmom was “kindly requested” to purchase a china set for 12 by the US Ambassador while stationed in Liberia, because “Well Martha, it’s high time you and Bobby start entertaining.”  

Once the story is known, the item isn’t just kept—it’s rehomed. In this case, happily rehomed with one of her three sons, with his daughter already claiming “dibs” on it once she settles down.  

The Power of Heart Value 

Not everything valuable has a price tag. Some things are priceless because they carry heart value—the emotional connection that binds one generation to the next. 

At Artifcts, we see how even the most seemingly insignificant objects can take on new meaning once their story is discovered. A recipe card. A tool. A piece of jewelry worn every day but never discussed. These items become bridges between past and future when their stories are preserved and shared. 

These items become bridges between past and future when their stories are preserved and shared. 

Our Takeaway? 

The myth isn’t that no one wants your stuff. The truth is this: people want the stories—and if you never ask, you’ll never know what might matter. 

Our co-founder Heather experienced this firsthand just the other week. Her father was cleaning out his cellar and came across the old family toboggan. Before tossing it in the Goodwill pile, he asked, “do you want this?” and much to his (and Heather’s spouse’s) surprise, the answer was a quick “yes!”  

So many meaningful objects are lost simply because no one paused to ask the questions: What is this? Why does it matter? What’s special about it? Do you want it? 

When you take time to ask your loved ones about the items in their lives—or invite them to ask you—you open the door to discovery. You uncover memories, moments, and meanings that might otherwise disappear. And once those stories are documented and shared, what seemed unwanted often becomes deeply desired.

Moreoever, simply asking your loved ones if they want an item gives them a chance to engage in conversation with you about the item, memories, and stories. With Artifcts the simple act of asking transforms uncertainty into connection. It turns “no one wants this” into “I didn’t know—and now I care.” 

Because in the end, it’s not really about ‘stuff’ at all. It’s about listening, learning, and preserving the stories that connect generations before they’re gone. 

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You might also enjoy reading these related ARTIcles:

Who Wants Your Family China?

Gift Your Loved Ones A 'Why'

My Family Wants Me to Tell My Stories: Help!

© 2026 Artifcts, Inc. All Rights Reserved.

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