This moment in business and in my life feels pivotal. For the longest time in my business, it was go - go - go - yes - yes - yes. I’m convinced this was necessary for my business to take off. It allowed me and my team to grow in so many ways and for us to create so many incredible spaces for some of the best clients. In this season, I feel the need to be even more intentional than ever. It’s no longer going go - go - go, it’s reflect - learn - grow - go! It’s yes - no - yes - no, rather than yes - yes - yes - yes.
There’s no doubt I have big goals and for those that work closely with me, they know that I’m always looking ahead. I’m always looking at how to improve something we’re already doing or looking at how successful something can be and I’m not afraid to try something new that I feel has potential. It’s one of those things where you can’t overthink it or it will never happen. It’s the leap of faith and the risk you must take in the beginning for anything to become possible.
Just like any business, it hasn’t been linear. There were growing pains and moments where we grew so fast, we had to make sure every part of our business was keeping up. It’s that feeling of flying a rocket ship while you’re building it.
In the last year, we’ve experienced so much growth and at the same time — a shift. We launched the Kaitlyn Wolfe brand, which is becoming the over-arching vision that encompasses Iconic by Kaitlyn Wolfe. My goal with Iconic is to sustain, refine and cultivate the best team and processes until we’re a well-oiled machine (creatively, operationally, financially, logistically, etc.). I want to get to the point where we’re really balanced, internally and externally and we are just pushing ourselves creatively. I am really big on processes and while we have really clear processes and instructions for how we do things, they evolved over time as we have grown, our projects have changed and we’ve streamlined. I’m also excited to continue to develop deeper relationships with local architects, builders and craftsman. I always want to have that one-on-one time with my clients and my team, so my goal is to keep our design-build firm at a boutique size, where we just refine our processes and get more excited about the projects we work on. I’m excited to continue to get stronger and stronger and more niche here.
When it comes to the Kaitlyn Wolfe brand, there are so many new goals. Also under the KW umbrella, we have branched into product — Ground Floor, Shop My Warehouse, Substrate and merch. I have even more future goals like brand collaborations, a coffee table book and more. Our goal is to really hone in on products and continue our reach. We launched Ground Floor in 2023 and had a successful first collection drop of custom furniture, lighting and cabinetry (second drop coming early 2025). Early 2024, we launched Shop My Warehouse, which is our own shop of my vintage finds, handmade pieces and staple items that we’ve curated for those that want unique pieces for their spaces. We just launched our new KW merch in summer 2024 which consists of a small batch collection of branded clothing and handmade goods like candles, drawing tools and more. Then our new tile line, SUBSTRATE, launches at the end of 2024, which is a curated collection of tile inspired my nature that I’m bringing to the market! For the KW brand, we’re in the season of ideation and growth, which is super exciting.
You’ll notice I’ve been using the phrase ‘Balance in Contrast’ and I feel this is the true example of it. The act of sustaining and refining our core business (Iconic) as well as scaling and growing the new parts of our business (KW product) is my version of balance in contrast. This concept also feeds my business and personal life. The idea that you can work as hard as you can, while also achieving your personal goals at the same time.
Iconic represents my love for interior design and construction, incorporating fresh ideas and our strength in technical design and bringing value to every project we work on. It’s the reason for our professional portfolio and my incredible team’s talents. The new product lines and blog represent me as a person, my love for interiors, architecture, travel, hiking, coffee and more and being a positive role model for other entrepreneurs, young girls and the realization to put yourself first and never settle in life.
Let’s just say, we’re just getting started!
- Kaitlyn Wolfe