Simone Giertz

Like you have to go to the about page to find anything about me.

Like it's definitely not like this is Simone's brand.

And I think anybody who's followed me for a long time will see that like my personality is sprinkled into it.

But it's still like clean off of me.

And I think that's also because I wanted something that was separate from me.

Because I –

I'm also running out of narcissism, believe it or not.

Like, I don't feel like I want to, I don't want it to be about me.

And I want it to be something that can also run independently of me and doesn't, like, I want to be able to retire my face and still do like the other stuff because I think it's fun, but I don't want that to be the core of it.

So, I mean, a lot of the products, I decided to launch the store with a really small roster of products because developing products is such an upfront heavy, like cost-wise and just investment.

It's very big upfront investment.

And I know that it would take a while to...

I knew it would take a while for me to kind of find the right tonality and visual language for the brand.

So I just wanted to launch it, have it be out there, start working on it, start like learning more about what it entails, even if we just had a small roster of products.

So we released it with, we have a puzzle set.

This is just a whim.

But I wanted to release a puzzle that has one piece missing.

So it's actually, as far as I can tell, it's the world's first officially incomplete puzzle.

You get 499 out of 500 pieces.

I keep the 500th piece.