Promise Friday 2024.

Who Wants to Be Normal?

Someone recently told me, “You’re not very normal.”

I smiled and replied, “Thank you.”

They looked confused.

Because normal is tempting—but it’s not who we are. It’s not how we do business.

Take Black Friday, for example. It’s not for us. We’ve never done it, and we never will. Instead, for the past four years, we’ve chosen to do something different: Promise Friday.

This tradition is about reflecting on our values, staying accountable, and making commitments to doing things right. Promises to never be “normal.”

🌱 Promise 1: We won’t make more—we’re a post-growth business.

🌿 Promise 2: The Wildish Club will grow—bigger, better, and more connected.

✨ Promise 3: We’ll be more creative—writing, photography, films, and most importantly… fun.

Four years in, and we’re still proud to be anything but normal.

We’re Wildish.

And we wouldn’t have it any other way.

Stay Wildish,

Oz and Nell 🌿✨