Welcome to The Well-Collected

Well, hello! I feel like we’ve met before. Welcome to The Well-Collected, formerly LEOPARD is a NEUTRAL.

I’ve always agonized over branding. When it comes to someone else’s brand – or personal branding – the decisions always come easily to me. But you know what they say about the cobbler’s kids… it’s entirely true. I’ve wanted a brand refresh for a few years now but could never quite bring myself to do it. But there’s a time and a place for everything, and it’s time.

In early 2020, I made the decision to privatize my Instagram account and to remove more than 4,000 followers. I’ve always advocated for social media accounts to be open, but found myself in a situation that required more privacy. I’ll be honest: it was a bit freeing – and more than a bit weird – to suddenly have a private account after years of maintaining my own online presence and over 35 brands’. I’ve always advocated for authenticity in social and “influencing” and I’m grateful for this time away from my brand: creating for myself and my family and friends alone was such a wonderful reset.

I’ve been sitting on the name well-collected for awhile now. It embodies what I believe this site has become: a collection of moments and things that bring joy.

Curious what I’ll be writing about? You can still expect beauty, lifestyle and home content with a side of all things toddler. My perspective, as always, is entirely unfiltered and unbiased: I write best and get the best results when I’m sharing my life as I experience it as the products and experiences I personally love and am so excited about. Expect to see more of that, with a bit more of a personal twist.

The best part of having your own platform is that it can grow and evolve with you. Welcome to the next leg of my journey – I’m so glad you’ve decided to join me.

xo, Steph

Follow my new Instagram account at well.collected