Behind the Scenes: turning an idea into a product

First look: the creative process, trusting timing and balancing taking action with time for pause.

Have you ever had a creative idea that you just couldn’t let go? Mine is about to become real.

I’ve been working on a project behind the scenes for over two years. I’ve kept it very close to my heart - sharing occasionally with a few close friends but never sharing very much, and never sharing very loudly. This is an idea that I’ve quietly cultivated and nurtured, taken small steps towards and given a lot of space to unfold.

This fall, I finally get to share it with you.

And today, I’m ready to let you into the room and be with me while it happens.

How it Started

2.5 years ago (yes, TWO AND A HALF years ago) I was at the Metropolitan Museum of Art in New York City. I was enjoying a personal afternoon — to anybody who has done the Artist’s Way, this would fall under the guise of an “Artist’s Date.” The MET has this beautiful room near the Egyptian quarter with huge, expansive windows and long, marbled water features. While moseying through this room, I was struck with an idea. I’ve heard creatives talk about “downloads” and that was exactly what this felt like — a strong, powerful force of energy that I simply had to act on. I sat down, pulled out a notebook that I usually carry with me and started scribbling ….

I flipped through many pages, scribbling in large, messy, scrawling, ugly handwriting. I couldn’t write fast enough! flip - next page, flip - next page. I barely looked up or took a breath. This was a powerful force.

Then, just as quickly as it started, I felt the energy subside. I stopped writing. It was done.

I put the notebook away and carried on with my museum visit, a little dazed by what had just happened but not ready to understand it quite yet.

When I got home that evening and looked through these scribbles, I realised that I had written 20 or so journal prompts and sassy, bold, affirmation statements.

I Know What I Want was underlined and etched in big, bold words across a page.

Oh my goodness. I’ve written a card deck.

The Creative Process

In the weeks that followed, I transcribed the scribbles into more legible notes on post-its and pinned them to my wall. I edited them, added to them, removed some that didn’t quite fit the theme that was evolving in front of my eyes.

I looked at them on my wall for a few weeks.

The stickiness of the post-its began to give way in the New York City summer humidity, and I bundled up the notes and put them into my desk drawer.

This idea nagged at me… I knew what I had created. I knew the vision. I knew it was important. I knew it was good. But I had no idea how it would come to fruition.

A few weeks later, I revisited the post-its and started to rewrite them into an Excel spreadsheet. I organized them by “journal prompts” — prompts that would spark a writer or person - like you - to open their journal, notebook or diary and begin exploring their inner world of desires and thoughts — and “affirmations” — bold statements, like “I am fearless.” Reminders. Affirmations.

Woven together, I was creating manifestations in clarity, confidence and courage.

a year went by…

I knew the vision but I didn’t know the execution. My life had also taken a bit of a spin, and I was all over the world, from hiking in Santa Fe to galavanting around Paris to safaris in Zimbabwe. I was distracted by other pleasures.

A year later, back in New York City and out to drinks with some yoga students, I shared what I was working on. “I know a designer who works with spiritual creatives, I think she’d be perfect for this!” - said one of my friends.

We were connected via WhatsApp and after one conversation it was clear - she was the perfect designer for this project.

Still, the creative process takes time…

Months went by between our initial call and when I was actually ready to hire her. Kick-off calls, project briefs, first drafts, edits… I tweaked the copy of the journal prompts, added more, refined the theme, wrote and re-wrote the instruction & welcome booklet. I changed the layout, clarified the vision, made changes based on the designers recommendations and what I imagined a user would most benefit from — while still putting design and substance at the forefront.

This experience was a gentle ride of idea-sparks and excitement and momentum… followed by spaciousness and quiet and pauses and patience. I don’t know if that is “right.” It definitely wasn’t fast. I felt engaged and excited, but detached to the timeline.

Keeping the Momentum

Sometimes you have ideas or experiences that you want to hold close until you feel ready to share. This was one of them. I shared my initial idea with perhaps a handful of friends… and I have endless gratitude to two, in particular, who have been my biggest cheerleaders, and who’s gentle “checking in on the card deck” have encouraged me to go back to it, to not give up on it, and to keep the fire burning - even if, at times, it just felt like warm coals.

From a Idea to a Product

In the spring of this year, my personal life went through another dissolution. Back in the United States, I realized it was the right time to take this project to the next stage — I knew the concept, I had the design… now I just needed to take it from my mind and an Adobe file and turn it into a physical, tangible product.

I started researching manufacturers. I learned about paper weight measurements and dye-printing. I spoke with business owners of printing companies and asked their opinions. I researched copyright law and even submitted my work for copyright. I emailed with manufacturers in America and China for project quotes and tried to understand the changing landscape of tariffs and customs. I talked to boutique store owners. I ordered prototypes. I went back and forth with my designer to tweak things like copy, fonts, spacing on the page, matte vs. gloss lamination…

As I got closer and closer, I finally had to put my perfectionism in check —

Selena, it’s done. Let it go.

And I sent a wire transfer to person named Nelson (that’s probably not his real name) at a manufacture in China for a bulk order. (eek!)

The Final Product

Seeing the prototype was a surreal experience… I made this!

I had an idea, I scribbled it down in ugly, messy, nearly illegible handwriting in an old journal in my bag, and I turned it into a physical, beautiful product in my hands. How COOL is that?!

I wanted to create a ritual for personal transformation and a beautiful artifact for your home. Something that would elevate your practice and your space. And I think I did it…

So… here’s your sneak peak:

I Know What I Want:

52 Journal Prompts and Affirmations for Clarity, Confidence and Courage.

It’s a clarity deck.

and it will be available for purchase this fall! If you want to join the WAITLIST, please click here.

What’s Next

The cards will arrive in a few weeks.

I am connecting with bookstores, boutique owners, lifestyle brands, wellness collectives, yoga studios and home decor companies to make wholesale relationships and try and get these decks into the hands and homes of the right people.

If you have any suggestions, connections or a friend who owns a cute store and needs to sell these decks or happen to know the homewares buyer for Anthropologie, I would love and appreciate any connections! Let’s grow this together :)

It’s Gift Guide season and I can’t think of a better gift for a friend, sister, cousin or wellness girlie.

Do you know somebody who creates holiday gift guides?

I have a WAITLIST! Be one of the first in line when they’re live (and of course feel free to share this first-access link with your friends!)

Sharing with the Collective

I’ve kept this close for 2.5 years, but I’m ready to share it all, and open to receiving any ideas, connections and support.

I would love to answer any questions! - about the deck, the creative process, the concept or what I have in mind for future products (yes, future products). Drop a comment below or send me a direct message. I would love love love to be in conversation with you.

Phewf. After holding this close for so long, this feels big to share. Thank you so much for being apart of this exciting journey.

Cheers to a creative future with endless opportunities :)

xx

Selena