Heartell Shop Visits: Amelia Bowler's shop, Lauda in Tacoma, Washington
Welcome to Lauda, a delightful stationery haven in Tacoma curated by Amelia. Here, you'll discover a unique blend of beauty and practicality in items so pleasing you'll want to use them every day. Amelia's intuitive selection process is inspired by themes like coziness, mindfulness, and savoring the present moment (ah, what a gift!).
We are deeply grateful for the reflective time she spent with us, sharing her story and we think you'll be inspired by her story just as much as we are. We're also thrilled to have one of our designs as the best-selling card in her shop, such an honor!
Join Lauda for their third annual Stationery Store Day this Saturday, August 3rd. Enjoy a storewide sale, mystery stationery grab bags, and a drop-in letter-writing station with the Puget Sound Correspondence Society.
Visit them in-store or shop online at www.laudatacoma.com!
How do you curate or select the products you offer in your shop?
Amelia: Customers come to Lauda for objects that are beautiful and practical, that are so pleasing that you want to use them every day, and so well made that they stand up to constant use. That balance of form and function is a defining characteristic of everything we carry. I have a list of topics and subjects that I keep in mind as I shop around. I’m drawn to depictions of herbs and flowers, books, and quilts, and also more abstract themes like coziness, slowness, noticing, and appreciation for the present moment.
When I find an artist like Heartell (or Rani Ban, or Coyotesnout) whose body of work touches on many of those themes and is compelling visually, I know I’ve found a really good fit. It’s like a magical Venn diagram of all the good things that I love. In the end, it sometimes comes down to a gut decision. Does it feel right? Do these colors do something to my brain?
My process is intuitive in a kind of messy way, and it’s often easier for me to recognize when something isn’t a fit than when it is, so getting a clear “yes!” like with Heartell Press is super exciting.
What inspired you most to open up your shop?
Amelia: I sometimes joke that my degree in creative writing led me to a career in retail. It’s usually said with a self-deprecating smile, but it’s at least partly true. I’ve harbored romantic ideals as long as I can remember, and the imagined life of a shopkeeper is just about as dreamy as the life I imagined I’d lead as a writer of lyric essays. Working for several very small businesses over the years has pretty well disabused me of that idea, but I never quite shook the desire to do it myself.
My earliest business idea was probably a book store, then a coffee shop, then a clothing boutique, then a wine bar, then a drop-in art studio. The first iteration of Lauda was focused on the concept of a daily uniform, with lots of utilitarian linen clothing, canvas bags, and everyday tools. That idea merged with my lifelong love of journaling and writing by hand, and this little assortment of notebooks, pens, cards, and meaningful gifts was born.
I spent the first half of my thirties having babies and the second half working retail throughout the pandemic. It has all just felt like one long leap of faith, full of constant transition and transformation. I’ve often felt like I’m losing track of time, of my purpose, of my self. Who am I when I’m not trying to please a boss? Who am I when I’m not taking care of my kids? With this business I’m always trying to reconnect with my younger self. To remember what she loved, and what she dreamed her life could feel like.
What is your "why"?
Amelia: In opening this shop, I wanted to create a space that is beautiful, welcoming, and safe. For women, for queer people, for moms with their babies. It needed to be a place where you could just sit down and have a conversation or write in your journal for a while, not just shop. A place where you can just be yourself.
I also set out to create work for myself that would be exciting and fulfilling, but that gave me the autonomy to step away when my family needs me. This business is something I’m proud of and work really hard at, but it’s not the most important thing in my life. When a sick kid needs me? I close early. Good for the business? Probably not. Good for my life? Definitely.
Can you share any Heartell Press-related anecdotes or stories that have left a lasting impression on you or your customers?
Amelia: I’ve loved seeing all the different reasons people buy certain Heartell Press cards. “Peaks and Valleys” and “Forest and Trees” specifically, I’ve seen customers buy for condolences, congratulations, celebrations, encouragement, and “just thinking of you” type letters. I’ve even had customers purchase them to frame as mini art prints!
Is there anything else you'd like to share about your shop? Anything you'd like us to highlight?
Amelia: We’ll be celebrating the third annual Stationery Store Day on Saturday, August 3rd with a storewide sale (including Heartell Press cards and prints), mystery stationery grab bags, and a drop-in letter writing station with the Puget Sound Correspondence Society.
Come visit us, shop our sale online (we ship nationwide at www.laudatacoma.com), or look up a stationery store in your area at www.stationerystoreday.org !
*All Lauda images taken by photographer Devin Luke.