From Evermore to Yearly Co.

From Evermore to Yearly Co.

If you purchased from us wayyyy back in the day (before 2018) you may remember that Yearly Co. went by another name.

My mom, sister and I brainstormed what this business should be called and came up with “Evermore”.

I was posting on Instagram, slowly building customers beyond just my uncles and cousins and my dad. And at the time, my husband’s business was brand new so he could only pay himself a small salary. So small, in fact, that his monthly paycheck was less than the mortgage on our house. I still think back on this and wonder how I was so supportive of him quitting his job and starting a business when I was seven months pregnant with our second child, but that’s a story for another day…being young and naïve might be two important factors in being two entrepreneurs married to each other. AirBnb had just started to gain popularity so we listed our home and were shocked with how quickly and easily we were able to rent it for 1-2 weekends each month. We stayed nearby at my in laws (and were so lucky to have this option) and made enough money renting to cover our expenses. I’ll never forget those days of frantically cleaning our house, tucking away the diapers, family photos, jewelry and shipping materials, and messes made by my girls, and hauling us all out of the house before our next set of guests arrived. The exhaustion of parenting a toddler, a baby mid sleep-regression, responding to customer service emails, making bangles into the wee hours of the night, and prepping the house for renters while my husband travelled weekly was something else.

But, that rental income was what kept us afloat and allowed me to start putting my girls in a few days of “mother’s day out” daycare at a local church. I put out a listing for an intern through my alma mater, Vanderbilt, and hired my first employee, McKayla, after meeting her at a coffee shop and bonding over our love of reality tv. I would fight the good fight for 30-45 minutes each morning getting my girls dressed in clothes they could tolerate (lots of sensory sock seam issues in our house) and out the door to be in “school” from 9-1 while I worked 3 days a week. McKayla and I would sit at my dining room table and make our way through emails, hammer out our brass sizers, package jewelry, and create content and product listings as quickly as possible before the girls were done for the day. Then I’d scoop them up and try to get them to take afternoon naps to finish a few more things. Making our family’s gold bangles had started as a necessity, helping my family solve the problem of finding quality and well-priced bangles with a custom fit. And I had not expected it to grow as organically and quickly as it did. My husband’s business would be in money raising mode for the first few years and once we realized that this bangle thing could actually create meaningful income for our family, I shifted my time from mostly stay at home mom to working more hours.

I used one of our monthly rentals to invest in our first branding with Honor Creative.

I went to a branding workshop and spent time writing down who the “muse” of Evermore Co. was, defining our customer, and developing what I wanted the brand to look and feel like. It was so exciting to see the beautiful design they created for me, to have professional photos taken, and to start to see the business really come together as something polished that I was so proud of.

Within that first six months of using our beautiful branding, I received a cease and desist from an international jewelry brand who carries an “Evermore diamond”. As the daughter of a lawyer, I understood enough about litigation and lawyer fees to know that this was not a fight worth fighting. I pivoted and started working up a new idea. One thing I noticed with “evermore” was that husbands who were buying their wife’s bangle sometimes would say “what’s it called? Ever-something?” It didn’t seem like a name that really stuck out and was easy to remember. When I came up with Yearly Company (and the Yearly bangle) I knew it would be easy to remember, while still being a beautiful brand name that felt classic and spoke to our mission.

Honor Creative re-did our branding and we were ready to re-introduce ourselves as Yearly Co.

It’s funny how things can feel so difficult and frustrating at the time, but ultimately lead to much better outcomes. I am so glad we changed our name and so proud of the brand that I’ve built with the help of some very talented people and hard working team members.

I regularly share my outfits, bargain finds and investments on my Instagram. Follow along here if you’d like to see more! And never hesitate to DM me with a question or if you’re on the hunt for something, the only thing I love more than shopping for myself is shopping for someone else!

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