Ten years.
It’s a strange thing to type because, in some ways, it feels like I launched Seek & Swoon yesterday. In other ways, I can hardly remember what life looked like before it.
In 2015, my husband, our two young boys and I took a trip that changed the way I thought about what I wanted my life to look like. I had spent most of my career in branding and creative direction, and I loved being creative—but I also wanted more freedom. More flexibility. More time with my family. More room for travel and adventure.
That trip planted the seed for Seek & Swoon.
A year later, in 2016, I launched the business with a small collection of knit throws inspired by places I loved and places I dreamed of going. I didn’t have a grand plan for where it would be in 10 years. I just knew I wanted to make something beautiful, meaningful, and thoughtfully made—and build a business that could fit into the life I wanted to live.
And then you showed up.
That’s the part I keep coming back to as I think about this anniversary.
People bought the throws.
You told your friends about them. You came back for another one. You gave them as wedding gifts and baby gifts and holiday gifts. You sent me photos of them on your sofas, at the foot of your beds, and wrapped around your kids and dogs.
Boutiques took a chance on a tiny brand. Hotels put Seek & Swoon throws in their rooms. Designers incorporated them into spaces they were creating. People I had never met found this little business on the internet and decided that something I designed belonged in their home.
I don’t take any of that for granted.
Because running a small business for 10 years is not a straight line.
There have been designs I was sure everyone would love that barely sold, and others that surprised me by becoming favorites. There have been production problems, inventory decisions, shipping issues, late nights, big ideas that worked and plenty that didn’t.
I’ve packed boxes, answered customer emails, designed collections, taken product photos, built campaigns, obsessed over yarn colors, managed spreadsheets, and made more decisions than I could possibly count.
There have also been moments over these 10 years when life outside of the business became much bigger and more important than the business itself.
And through all of those seasons, Seek & Swoon has continued to be here.
That feels incredibly meaningful to me.
Ten years of making things—and relationships
One of the things that feels especially meaningful about reaching 10 years is that we’ve been working with the same knitting mill since the very beginning.
For a small product business, your manufacturing partner becomes such an important part of what you do. Over the years, we’ve worked through new designs, new yarn colors, production challenges, crazy deadlines, and all the little details that go into turning an idea on my screen into a throw you can actually wrap around yourself.
There’s a history and a trust that comes from working together for a decade. They know me, they know Seek & Swoon, and they understand how much I care about getting the details right.
I’m incredibly grateful for that relationship—and proud that 10 years later, our throws are still being knit here in the USA by the same mill that took a chance on my little business when it was brand new.
And even as Seek & Swoon has evolved, the heart of it really hasn’t changed.
I still care deeply about how our throws feel, how they’re made, and how they look in your home. I still get ridiculously excited when a new design comes off the knitting machine for the first time.
I still believe in making things that are meant to be used—not saved for some imaginary perfect occasion. Throws that get wrapped around you on the sofa, dragged into blanket forts, claimed by the dog, washed over and over, and eventually become part of the story of a home.
And I’m still inspired by travel, places, patterns, landscapes, and that feeling of discovering somewhere new.
Mostly, I just want to say thank you.
Ten years in, I know how fortunate I am that this little idea became a real business—and that it has remained one.
That only happens because people choose to support it.
So if you’ve bought one throw or ten, followed along for years, carried Seek & Swoon in your shop, stayed somewhere with one of our throws on the bed, recommended us to a friend, shared a post, written a review, or simply cheered me on from afar: thank you.
You helped make these 10 years possible.
It has been an honor to make things for your homes and your lives, and I’m incredibly grateful that I’ve been able to spend a decade doing work that I love.
When I started Seek & Swoon, I had no idea what the next 10 years would hold.
I still don’t.
And I think that might be part of the fun.
Here’s to wherever we go next.
With gratitude,
Jala
Founder & Chief Blanket Boss