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Flutter Will Always Be My First Baby

Editor Musings· Entertaining· Flowers· Travel· Wedding

23 Sep

Kim Wiseley by Jen Huang

photo by Jen Huang

Dear Flutter Friends,

Earlier this year my husband and I found out that we would be embarking on an exciting new chapter of life with a sweet baby boy.

As most soon-to-be parents do, we went through a flurry of emotions from shocked and excited to terrified, blessed and overwhelmed. Immediately we felt the need to make a plan of action. Do we move or can we can we make do in our charming one-bedroom house? What changes, if any, need we consider with our respective careers? How are the finances looking? We only want the best for this little man!

The wonderful news of motherhood filled me with a surge of energy. I was ready to take on the world superwoman-style, and there were just nine months to put all of my grand plans into action: an exciting new web store filled with one-of-a-kind Flutter goods up and running by April, two print editions on the press with a third ready to go for 2020…and how many workshops, events and retreats could I fit in before the baby comes. I thought I could be a boss mom and not skip a beat.

Then, my second trimester set in, and I found myself functioning at a fraction of my normal speed and overwhelmed by anxiety. Having an independently-published international print publication is a dream come true, but it has been a challenging beast to say the least. I have always enjoyed working hard to keep the dream alive, but for the first time, during my pregnancy I was physically unable to keep up with the constant demands of the business that I created. It was breaking my heart.

But becoming a mom is bigger than just me, and it has shifted my perspective. I’ve since let go of the idea of failure, disappointment and inadequacy. I realized that it’s OK to take a step back, to give myself a break, to reflect on what’s working, what isn’t, and to allow myself space and time to imagine what the brand will become in the future. And to give my baby boy a little bit of peace and quiet as he grows!

Building the Flutter brand was a process. It didn’t happen overnight. It happened over six beautiful years. I didn’t want to make an abrupt adjustment, but rather one that made wonderful sense with the utmost potential. Not just for myself, but for all those who have believed in the dream of the brand alongside me.

We live in an “instant” culture which makes it feel like we’re falling behind if everything isn’t instantaneously changing and happening around us. However, Flutter has never been about being instant. It has been about patience, process, and the art of creating something tangible, authentic and coveted by the consumer. Call it “slow art” if you will. Not just in the product(s) but in the experiences provided as well. With Flutter, I have cultivated an authentic design-driven community. I have followed a path of slow and steady, fewer and better, quality over quantity. I have never felt like the brand was competing with anyone but rather embarking on the road less traveled to create distinctive bespoke inspirations.

Flutter is very much a reflection of my personality. And in being true to myself, that means making changes and taking the time to pause. I read once that where you deviate, you can celebrate.

I love this quote from Sarah Dubbledam of Darling.

What I have to give will never carry as much weight as the presence I choose to share.

In efforts to be completely transparent to you, my loyal friends, I am letting you know that I am choosing to take a break with print. I am choosing to slow down, to be more balanced, present, reflective and realistic with both my personal life and my goals for the future of the spirit of the brand.

And it’s been done before: in 2009, after four years of publishing, Domino Magazine closed its doors only to resurrect and reopen them in 2013. Then, in 2018 the magazine saw change once again. New owners had a fresh take on the direction of the brand, and it became more successful than ever before.

For Flutter, 2019 has been about hitting the “pause” button to reset and reimagine. I’m truly excited for what is to come. My commitment to the Flutter brand has always been driven by passion, heart and determination and that’s what will continue to guide it moving forward.

For now, you can find me continuing to post and share inspirations from Flutter’s past, present and future. And you can trust I’m going to enjoy every ounce of my sweet little family as it grows (we welcomed our darling Hunter James to the world on September 12!). I hope you continue to follow along the journey of Flutter as it transforms. I’m grateful for your friendship and loyalty all along the way.

With love + gratitude,
Kim Wiseley, Flutter Founder

P.S. Have you ever hit pause to take a break in your business? I’d love to hear about it!

P.P.S. Thank you, Jen Huang, for capturing this most special maternity photo!

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