Four years ago (almost to this day), Ivory + Oak Design Co launched with no idea what to expect and in the middle of the pandemic. What the heck were we thinking? A maybe one day dream, to talking about it out loud, to letting fear and nerves get in the way… to actually believing in ourselves and having the courage to just do it… I really can't believe were here, or that it's been four years since then. With any business, there have certainly been some highs and lows, and any business owner will tell you, too, that that being an entrepreneur is not a flat, easy road to travel down, and it’s certainly not for the faint of heart. But through the thick of it all, we have had many friends, families, and businesses, supporting us, and cheering us on, pushing us through. And I’m not going anywhere and incredibly thankful to be entering our 5th year of business! So, you might think, why change your name? where is this coming from? Well, through these four years, it started to feel like it didn’t really align with who we are anymore… and it also didn't capture that we do more than just design. It's been weighing on me for a couple of years now... the first time it crossed my mind was at the Spring Home Show in 2022. After all, through all of this time, we do actually renovate your home! And this is such a huge part of who we are, and I felt having "design" connected to our name took away from that. It simply implied we do design… but we do so much more than that! I just had this nag, this deep feeling in my gut that having design connected to our name is holding us back. Dropping Design, and using "homes" was the easiest part of all this. Sure there was (still is, who are we kidding) anxiety cause we are not a "new home builder" and I'm not sure that's something we will ever do (but also, never say never)… but we do work on your homes? Work on your home. Yep, easy enough, it's appropriate. Homes it is.
We had Oak, and I liked that, but I didn’t love Ivory so much anymore. Not sure why, it just didn't feel right. So then what's Willoak? Where does this come from? Well, my daughter loves the song Willow by Taylor Swift (ok I do, too) and we have been listening to it on repeat (IYKYK) and through all of these millions of thoughts running through my head, one day I said the words "willow oak" and thought, huh, well, that's actually kind of pretty. As soon as I could, I researched Willow (I know it's a tree!) and the meaning behind it, and wow, I was just hit with a wave of emotions of how much it connected to me - It's a symbol of fertility and new life, a willow branch can be planted in the ground and from it, a new tree will grow in its place. Its ability to grow and survive is powerfully symbolic and show how we can thrive even in challenging conditions. Then I did oak - Since the earliest ties between humans and oaks, a very strong symbolic image of oaks has developed in which these trees have become associated with longevity, strength, stability, endurance, fertility, power, justice, and honesty - and I just knew, this was it. Willow Oak. The meaning behind these two trees resonated so much with me and all that I've been through, who this company is, what we are, and what my values and visions are as not just a person but as a business owner, too. So, I thought this was it. "Willow Oak." It was so perfect... until it wasn't. Unfortunately, something very similar in a different industry already existed, and I felt defeated, like maybe this wasn't supposed to happen… and also, stumped, because amongst other fears, and a compilation of so many other things, I had my heart set on Willow Oak. I thought it was meant to be.
A few days later, while listening to Matthew McConaughey's book Greenlights, he said "It’s a matter of how we see the challenge in front of us and how we engage with it. Persist, pivot, or concede. It’s up to us, our choice every time.” I'm not a quitter, this I know. I knew in that moment, even with all the roadblocks, pushing through, determined to figure this out, something in my gut was telling me to keep going. I was thinking out loud, brainstorming, saying names, and then I thought what about dropping the "ow," and blend the words together…?? creating "Willoak." In my head, thinking at the same time…Sam, stop over complicating this. Willoak Homes.. Willoak Homes… Yes. This was it. I knew it. I immediately did all of the things to set this into motion, and here we are. We are now Willoak Homes.
So if you're still here (ily btw for reading this through), I think a little refresh here is also in order. We are not your basic contractor; our thorough estimates are always going to include both the design and renovation (materials + labour) - we are with you from the very start of your project to the very finish of it. Instead of having a designer (or no designer), a contractor, and several trades, and oh, are they sending you to go pick out and order all of those materials, too? That sounds like so much work, and so much room for mistakes and miscommunication. All of the chaos, the horror stories - our contractor said this, promised this… and never delivered. Or you end up with a home that's incohesive as you're running around picking out things here and there.. I could go on. I knew there had to be a better way - so here we are – we’re all in one - ready to renovate your home. Willoak Homes specializes in well designed, yet functional and practical spaces that are a reflection of who you are. One company, one contact, on time and on budget. I am committed to elevating your experience and setting new, higher standards for consumers in the world of home renovations.
Oh, and also one other small tidbit that I'm really proud of - is we are a majority women owned, women led company. I've spent my entire career thus far (12 + years) in the "home" industry; from working for a home builder, selling homes, designing + renovating homes (my own included), while also working in corporate real estate.. Ok you get it; I don't need to convince you anymore! I know what I'm doing. And not to fret, because behind the scenes Devan is still involved for support, guidance and as my confidant as the co-owner of Willoak Homes.
So what do ya say? Are you ready to renovate? Cause' I am, and Willoak Homes can't wait to get started to transform your space into something that's truly yours!
PS… I also have one more announcement up my sleeve coming very soon!!
Yours truly,
Samantha Knoll
Project Designer, Co-ordinator + Owner
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