Wanderer Comes to Life.

One of the most exciting things about owning a business is to create your own space that visually shows who you are. Wanderer isn’t just a brand, it is a representation of who I am and how I relate to other women like me, and I know there are many!

I knew I had to change some things about the brand when it moved out of Taos and into Fort Worth. It originally reflected my love for the high desert and a sense of Wanderlust, and now I was moving it to a Texas city to lay some roots. I never once considered changing the name, though, because Wanderer is who I am and I believe there is a Wanderer in all of us. This is a brand I want people to relate to, regardless of time or place, so I set out to alter the look and feel just to fit into our new home.

The first thing I did was turn my brain into a Pinterest Board, and then I called Tower Press. Tower was started by two women (one of which is the master behind Native Bear, who I buy much of our paper products from) in Atlanta to help other brands create their stories through creative design. I handed over my logo designs, which were originally created by Jordan Lavaughn (a Fort Worth native and creative mastermind), because I wanted to take them from an image that was created for the high desert and move it into a more city aesthetic. However, it is one thing to ask someone to do this, but I had no idea how anyone would accomplish it. That is why it is always important to hire an artist, or someone way more capable, to do what you can’t and pay them precisely what they deserve. I say this because I believe quality graphic design is undervalued and hard to come by. That said, both designers, Tower Press and Jordan, are incredibly talented, but putting a fresh set of eyes on something is also something that is overlooked (no pun intended), and letting Tower Press take on my mini makeover was a fun process to watch.

Here is the transformation:

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Jordan made a peachy pink arrowhead design that he literally painted by hand initially and then transformed into a digital image. I was in love with it the moment I saw it. After two years and a move to Fort Worth, this is what Tower Press put together for Wanderer:

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Now, the store was a whole other DEAL. After months of searching for the right spot, negotiating the lease, and locking down the space, I had to actually put it together. By the time I got the keys, I had carts loaded and I just needed to press ORDER.

I worked with Brother Sister Design to create my check out counter and benches, The Greenhouse 817 to design the dried flower wall, and Dallas artist Courtney __ to paint the sage smudge mural on the wall. It was pretty cool to have a handful of Fort Worth/Texas businesses help me shape my vision for the store while still bringing in influence from the high desert. The evolution was truly a collaborative effort.

This is the day I got the keys to my space. I had a blank slate, and I was definitely more nervous than excited!

This is the day I got the keys to my space. I had a blank slate, and I was definitely more nervous than excited!

My husband and I found a wonderful home on 5th Avenue where our neighbors have welcomed us with open arms,. Randy, who lives next door, has been especially helpful with putting together my shop and helping us move into our house. We couldn’t have found a better block.

My husband and I found a wonderful home on 5th Avenue where our neighbors have welcomed us with open arms,. Randy, who lives next door, has been especially helpful with putting together my shop and helping us move into our house. We couldn’t have found a better block.

Moving my product out of storage and into the shop was a HUGE sense of relief.

Moving my product out of storage and into the shop was a HUGE sense of relief.

Here’s my mom, who flew in from California to help me out, and Randy putting together Wanderer. At this point it was a total mess.

Here’s my mom, who flew in from California to help me out, and Randy putting together Wanderer. At this point it was a total mess.

This is my first sign in Taos, which now sits homeless in my driveway on 5th Avenue.

This is my first sign in Taos, which now sits homeless in my driveway on 5th Avenue.

For the new store, I wanted an elevated look to the signage. Nobody was better for the job other than Don Smith Signs. He was able to create a beautiful decal and a unique hanging sign above my front door.

For the new store, I wanted an elevated look to the signage. Nobody was better for the job other than Don Smith Signs. He was able to create a beautiful decal and a unique hanging sign above my front door.

Deryk from The Greenhouse 817 did a stellar job at bringing in that high desert feel for me with dried flowers under neon, just like the desert under a sunset.

Deryk from The Greenhouse 817 did a stellar job at bringing in that high desert feel for me with dried flowers under neon, just like the desert under a sunset.

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My husband and his sons repping Wanderer right before I opened my doors.

My husband and his sons repping Wanderer right before I opened my doors.

Here I am, exhausted, after putting it all together. At this point I didn’t have my benches, was using shower curtains for the dressing rooms, and was covered in sweat. But it was all in place and felt like home.

Here I am, exhausted, after putting it all together. At this point I didn’t have my benches, was using shower curtains for the dressing rooms, and was covered in sweat. But it was all in place and felt like home.

We’re really happy to be here and are fighting every day to make it work. It honestly has been hard moving to a place where we don’t know many people, but we somehow managed to land in the best neighborhood for that. The store has been a labor a love and is truly a small business that we are investing into a community that we believe in.

This is home. So we ask you to swing by and Wander With Us when you’re strolling Magnolia. We’d love to meet you.

Ashley Arabian