Meet the Founder

From the desk of Sarah — creator of The Fold.

Ironic. A digital diary about printed paper goods. But then again you need to meet people where they’re at.

I am so happy to have launched The Fold. This is not my first business venture, but it’s definitely the one I have been wanting to launch for years.

I have been in the creative industry — in Seattle, in Edinburgh, in Austin — for well over a decade, working in either design or art direction. I’ve always found a way to work where my passion truly lies: in print.

I started in the magazine industry, where I found my passion for dramatic serif-fonts. It was always my dream to design magazines and be enveloped in editorial design. I hope one day to design a book or quarterly magazine, but that’s for another day…

 
 

After a few years designing publications, I moved to Scotland, where I designed in the whisk(e)y industry — Scotland, Ireland, and Japan — as well as for a Marrakech-based artisan company, which really proved to me the value of handmade goods. Things like a “step” in a hand-woven basket showing the tie-off done by hand, rather than the automated, inhuman symmetrical perfection in baskets from Target . . . Handmade items are the key to humanity, authenticity, and, let’s be honest — quality.

And then, on a whim, I moved to Austin. Mostly because the pandemic in the UK was aggressively bleak. I didn’t anticipate staying here for long. However, I got a great day job at Whole Foods Market designing and art directing with incredible creative and industry leaders.

And I’m content.

I love to travel and drive friends and family nuts by being non-committal.

Now, when it comes to The Fold — I have collected paper goods since I was a teenager. I duct-taped the cover of a notebook and lettered on the front “Explicit,” taping my favorite things inside. There is something about paper and the eclectic feel of collecting that feels so uniquely human: personal, messy, the work of my own hands.

I have such a deep love for paper goods and tactile art. I’ve created my own little box of joy over the years. I’ve kept so many journals with scribbles and taped-in airline tickets, boxes of unused stationery, and framed cards too pretty to send. I bought two sheets of stickers (one I use, one I don’t). I’ve saved every wedding invitation I’ve ever received. It is my hope The Fold can be part of your collection — however you build it.

I hope to create pieces people connect to, seeing the humanity and creativity that went into them. I have an eye for color, an editorial slant, and I tend to lean on the maximalist side. The Fold is a place where I can bring all these things together. Thoughtful pieces of art that you can hold onto, and, with a little time, hold onto you.

And the ultimate compliment? Adding The Fold to your paper collection. <3

xx,
S

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