ICONIC Portfolio
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About
*inspired by the belief that "the earth never goes out of style," we blend modern, organic design and intentional living where form and function coexist seamlessly.
ICONIC Portfolio
Shop
About
*inspired by the belief that "the earth never goes out of style," we blend modern, organic design and intentional living where form and function coexist seamlessly.
Marble or Dirt
A New Era for ICONIC
03
There’s no doubt I have big goals, and those that work closely with me, they know that I’m always looking ahead. I’m always looking at how to improve something we’re already doing or looking at how successful something can be and I’m not afraid to try something new that I feel has potential. It’s one of those things that you can’t overthink, or it will never happen. It’s the leap of faith and the risk you must take in the beginning for anything to become possible.
Just like any business, it hasn’t been linear. There were growing pains and moments when we grew so fast that we had to ensure every part of our business kept up. It’s that feeling of flying a rocket ship while building it.
In the last year, we’ve experienced so much growth and, at the same time — a shift. We launched the Kaitlyn Wolfe brand, which is becoming the over-arching vision that encompasses Iconic by Kaitlyn Wolfe. My goal with Iconic is to sustain, refine, and cultivate the best team and processes until we’re a well-oiled machine (creatively, operationally, financially, logistically, etc.). I want to get to the point where we’re really balanced internally and externally, pushing ourselves creatively. I am huge on processes, and while we have very clear processes and instructions for how we do things, they evolved over time as we have grown, our projects have changed, and we’ve streamlined. I’m also excited to continue to develop deeper relationships with local architects, builders, and craftsmen. I always want to have that one-on-one time with my clients and my team, so my goal is to keep our design-build firm at a boutique size, where we refine our processes and get more excited about the projects we work on. I’m excited to continue getting stronger and more niche here.
When it comes to the Kaitlyn Wolfe brand, there are so many new goals. Also, under the KW umbrella, we have branched into product — Ground Floor, Shop My Warehouse, Substrate, and merch. I have even more future goals like brand collaborations, a coffee table book, and more. Our goal is to hone in on products and continue our reach. We launched Ground Floor in 2023 and had a successful first collection drop of custom furniture, lighting, and cabinetry (the second drop coming in early 2025). In early 2024, we launched Shop My Warehouse, which is our own shop of vintage finds, handmade pieces, and staple items that we’ve curated for those who want unique pieces for their spaces. We just launched our new KW merch in the summer of 2024, which consists of a small batch collection of branded clothing and handmade goods like candles, drawing tools, and more. Then, our new tile line, SUBSTRATE, will launch at the end of 2024. It is a curated collection of tiles inspired by my nature that I’m bringing to the market! For the KW brand, we’re in the season of ideation and growth, which is super exciting.
You’ll notice I’ve been using the phrase ‘Balance in Contrast’; I feel this is the true example. The act of sustaining and refining our core business (Iconic) and scaling and growing the new parts of our business (KW product) is my version of balance in contrast. This concept also feeds my business and personal life. The idea is that you can work as hard as you can while also achieving your personal goals at the same time.
Iconic represents my love for interior design and construction, incorporating fresh ideas and our strength in technical design and bringing value to every project we work on. It’s the reason for our professional portfolio and my incredible team’s talents. The new product lines and blog represent me as a person, my love for interiors, architecture, travel, hiking, coffee, and more, being a positive role model for other entrepreneurs and young girls, and the realization to put yourself first and never settle in life.
Let’s just say, we’re just getting started!
Kaitlyn Wolfe