Small Business Making A Difference
Brooke Henze with Swell Forever
Atlanta, GA
- Interviewed by Kristina Lilleberg, Contributing Community
Brooke Henze’s company, Swell Forever, provides her customers with the opportunity to create an emotional gift to loved ones, and at the same time make a difference to adoptive children and foster families. Brooke creates one-of-a-kind heirloom gifts that include blankets and throws with cotton fabric tags that can be personalized with special messages, including the recipient's name, birthday, or wedding details. Swell Forever also sells Forever Birds, which are hand blown lamp glass ornaments.
In addition, Swell Forever sells The Blooming Book: An Adoption Story by Katie Orbrecht. For every book purchased, one book is donated in collaboration with "The Blooming Book" project to agencies working with children who will benefit from this unique perspective on why they were adopted.
For every gift purchase, Henze donates a portion of the proceeds to the Swell Forever Adoption Fund. When her customers purchase a gift, they send a wish someone's way for a Swell Forever. And a Swell Forever or "happy ever after" is Brooke's wish for the 100,000 children waiting to be adopted in the U.S. foster care system. I Admire U Brooke for using your creativity to create gifts that share love and help support the lives of adopted and foster children and their families.
In addition, Swell Forever sells The Blooming Book: An Adoption Story by Katie Orbrecht. For every book purchased, one book is donated in collaboration with "The Blooming Book" project to agencies working with children who will benefit from this unique perspective on why they were adopted.
For every gift purchase, Henze donates a portion of the proceeds to the Swell Forever Adoption Fund. When her customers purchase a gift, they send a wish someone's way for a Swell Forever. And a Swell Forever or "happy ever after" is Brooke's wish for the 100,000 children waiting to be adopted in the U.S. foster care system. I Admire U Brooke for using your creativity to create gifts that share love and help support the lives of adopted and foster children and their families.
Brooke in her own words...
1. The concept of your company is truly unique. How did you create the idea for Swell Forever? What was your inspiration for the company?
While working with another woman entrepreneur, we posted a question on social media about favorite baby gifts received over the years. So many people spoke of how special their blankets were because of who made them or how they were made and the stories behind them were so special. I could not sew and was curious how I could create a gift for those who don’t have the expertise or time to make a gift but wanted to give something greatly cherished. The idea of putting words that would linger for a lifetime on a blanket seemed like a great idea but it was so hard to do. I couldn’t find examples anywhere other than monograms which were not practical for the length of message I wanted to make possible. It took me two years of playing until I developed the style and method that fit the bill. Now we are patenting the process. I am so proud of myself for not giving up. I told people about my business for years and they likely wondered if I ever would make it happen. I doubted as well. And now here we are. Years after that first idea.
2. Your dedication to adoption and helping foster kids is a driving force for Swell Forever. What was your motivation to connect this business to funding adoption and helping foster kids?
I love babies and always have. I connected to the nurturing aspect of life as young as 3 or 4. I always prided myself on my baby doll that looked like a real baby. I always looked for ways to babysit cute babies at church. I was a Mother’s Helper at the age of 11 for twins. And, I started doing clothing and baby gear drives through my schools as young as fifth grade. The idea that some babies and kids did not have families to love on them always spoke to me even at a young age. I was weird like that! After experiencing miscarriages as early as 26, I definitely had a stronger heart for families who wanted to adopt and have always been overwhelmed for them by how expensive the process can be.
While working with another woman entrepreneur, we posted a question on social media about favorite baby gifts received over the years. So many people spoke of how special their blankets were because of who made them or how they were made and the stories behind them were so special. I could not sew and was curious how I could create a gift for those who don’t have the expertise or time to make a gift but wanted to give something greatly cherished. The idea of putting words that would linger for a lifetime on a blanket seemed like a great idea but it was so hard to do. I couldn’t find examples anywhere other than monograms which were not practical for the length of message I wanted to make possible. It took me two years of playing until I developed the style and method that fit the bill. Now we are patenting the process. I am so proud of myself for not giving up. I told people about my business for years and they likely wondered if I ever would make it happen. I doubted as well. And now here we are. Years after that first idea.
2. Your dedication to adoption and helping foster kids is a driving force for Swell Forever. What was your motivation to connect this business to funding adoption and helping foster kids?
I love babies and always have. I connected to the nurturing aspect of life as young as 3 or 4. I always prided myself on my baby doll that looked like a real baby. I always looked for ways to babysit cute babies at church. I was a Mother’s Helper at the age of 11 for twins. And, I started doing clothing and baby gear drives through my schools as young as fifth grade. The idea that some babies and kids did not have families to love on them always spoke to me even at a young age. I was weird like that! After experiencing miscarriages as early as 26, I definitely had a stronger heart for families who wanted to adopt and have always been overwhelmed for them by how expensive the process can be.
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3. You stated that you are influenced by a family of talented designers and entrepreneurs of the Southern variety. Can you talk about who taught you design and when your passion for the products you create began?
Growing up, my sister showed a knack for design. She was good at putting together outfits and telling me what was wrong with mine. She loved to rearrange my room and decorate. I remember asking her to “rearrange” my room in elementary school, so she did. She is an interior designer and launching her own business after years of working for a well reputed company in Nashville. My mom started designing flowers for weddings after doing it to save money for my sister’s wedding in 2006. Now she does it full-time and hires people to help her. She does a lot of sewing for me as well. I have a cousin that does set design in Hollywood and the cousin who launched a jewelry company called Swell Caroline is where I got the idea for Swell Forever. The two businesses are completely unrelated but I would definitely say creativity has crept up in our family and shown its face in interesting ways.
4. How do you balance being a mom and operating Swell Forever? What are your greatest challenges and how do you overcome them?
I can’t say I balance them at all. I really don’t believe in the have your cake and eat it too perspective. Something always gives, but that does not have to be a negative. If I spend more time on my business, I am likely doing something positive in that regard. By turn, I may find that I am not as engaged or present as a mom (which is why having child care help is very important!). I think a lot of moms who work full-time in demanding roles can be very good at focusing and being very present when they spend time with their children, even if it is less time than someone like me who is trying to do both with very little childcare help.
My biggest challenge is knowing when it’s worth it emotionally and financially to get support with my daughter’s care and when I need to just figure it out and make it work. The busier I get, the harder it is to be present even when I am with my daughter. My business is on my iPhone and it is hard to leave that behind. I have gotten very good at planning outings with other moms, I started a playgroup that has grown exponentially, and I seek out every free mom and me activity I can find and put it in my schedule. Right now, I want to find more time to sit and play with Isla. I don’t do it enough. But at night, I rock her to sleep and soak in the time she rests her head on my shoulder and wraps her arms around me.
"Most of us assume we can’t relate to foster parents because it might not be our calling. There is a gap between the foster care world and the rest of our society and I hope Swell Forever brings a realness to these kids and these families."
5. Your company is truly inspirational. What other small businesses or entrepreneurs inspire you?
I have a TON of resources, a lot of support and knowledgeable people to reach out to. Because of my MBA from Duke, that is a whole other network of solid support if I need it. I am part of a group called Mompact where women with growing businesses connect and collaborate, as well as some handmade business groups that really support each other through growth. I meet a lot of other entrepreneurs. The ones that inspire me the most are the ones that walk away from jobs that they really need in order to pursue something they just feel so compelled to do even if they have very little training and few resources. There are so many talented people that just put themselves out there with the confidence that they can learn what they don’t know.
6. Many women dream of starting their own companies. What advice do you have for other women starting a small business?
Look for every online or local resource to learn about the business aspect of running a small business. Borrow a few small business “how to” guides from the library and just read through them. Go to local start-up meet ups and seminars. Seek out mentors. Seriously just email a few people you know that are successful in an area that interests you or have built businesses themselves even if not in your sweet spot. Ask if you can take them to coffee or lunch and pick their brain so you don’t make major mistakes that cost you and your family.
Someone reached out to me for help from my neighborhood the other day via email. I had never met her. She asked me a quick question as she had just launched a start-up and I wrote back to her about 5 paragraphs. She was so appreciative and said the advice I gave her was something no one had ever addressed. It was truly simple concepts that anyone running a business would have learned. Now she wants to trade yoga sessions for business help.
I have NEVER regretted reaching out to someone or networking. I have REGRETTED not having the confidence to walk up to someone and introduce myself. I am naturally shy but no one would guess.
I have a TON of resources, a lot of support and knowledgeable people to reach out to. Because of my MBA from Duke, that is a whole other network of solid support if I need it. I am part of a group called Mompact where women with growing businesses connect and collaborate, as well as some handmade business groups that really support each other through growth. I meet a lot of other entrepreneurs. The ones that inspire me the most are the ones that walk away from jobs that they really need in order to pursue something they just feel so compelled to do even if they have very little training and few resources. There are so many talented people that just put themselves out there with the confidence that they can learn what they don’t know.
6. Many women dream of starting their own companies. What advice do you have for other women starting a small business?
Look for every online or local resource to learn about the business aspect of running a small business. Borrow a few small business “how to” guides from the library and just read through them. Go to local start-up meet ups and seminars. Seek out mentors. Seriously just email a few people you know that are successful in an area that interests you or have built businesses themselves even if not in your sweet spot. Ask if you can take them to coffee or lunch and pick their brain so you don’t make major mistakes that cost you and your family.
Someone reached out to me for help from my neighborhood the other day via email. I had never met her. She asked me a quick question as she had just launched a start-up and I wrote back to her about 5 paragraphs. She was so appreciative and said the advice I gave her was something no one had ever addressed. It was truly simple concepts that anyone running a business would have learned. Now she wants to trade yoga sessions for business help.
I have NEVER regretted reaching out to someone or networking. I have REGRETTED not having the confidence to walk up to someone and introduce myself. I am naturally shy but no one would guess.
7. There are incredible stories about foster care and adoption on the Swell Forever blog. How have these stories impacted you and your company?
We can either treat foster care as this far away topic that doesn’t really affect our lives or we can embrace the children affected by the things that bring them into the foster care system. My heart goes out to not only the children involved in foster care but foster families as well. The system can be brutal and the effects long lasting, but if we support these kids in creative ways and raise awareness for their needs as well as those of the families who take them in, we have the power to make someone’s life so much better despite the odds.
I am touched by families who say “Yes!” They have the same fears as everyone else but they stretch themselves and make so many sacrifices to give children affected by abuse and neglect a safe haven. We have many heros in our society. Being a foster parent is not glamorous. Rarely are these people celebrated the way we celebrate many others. But their sacrifices are truly heroic.
Most of us assume we can’t relate to foster parents because it might not be our calling. There is a gap between the foster care world and the rest of our society and I hope Swell Forever brings a realness to these kids and these families. Instead of foster care being an issue that is a million miles removed from us, I hope we feel as if these families are our neighbors and we have the power to be a part of the love shown to kids in foster care. You might not have the patience of Job to take on foster parenting, but you might be a really good cook with some free time to make up a large batch of freezer meals and gift them to a foster family in your area. Your husband might have an extra hour each week to mow their grass. It is the little things.
8. I’m curious, what’s next for you and Swell Forever?
I designed Swell Forever from scratch with the ability to scale as needed. I used to offer more products just to add variety. However, American made textiles and making things here in the U.S. takes effort and know how. It also takes relationships. Slowly I have discontinued almost everything except blankets and Forever Birds. I want to make beautiful, comforting gifts and do it 100%. Next for me is exclusive patterns and prints and fun collaborations with other designers. We also just launched handwritten message tags. I have so much more traction to go with raising awareness for our current collections. I don’t want to stretch myself thin. We have a lot of the kinks ironed out with our current products.
We can either treat foster care as this far away topic that doesn’t really affect our lives or we can embrace the children affected by the things that bring them into the foster care system. My heart goes out to not only the children involved in foster care but foster families as well. The system can be brutal and the effects long lasting, but if we support these kids in creative ways and raise awareness for their needs as well as those of the families who take them in, we have the power to make someone’s life so much better despite the odds.
I am touched by families who say “Yes!” They have the same fears as everyone else but they stretch themselves and make so many sacrifices to give children affected by abuse and neglect a safe haven. We have many heros in our society. Being a foster parent is not glamorous. Rarely are these people celebrated the way we celebrate many others. But their sacrifices are truly heroic.
Most of us assume we can’t relate to foster parents because it might not be our calling. There is a gap between the foster care world and the rest of our society and I hope Swell Forever brings a realness to these kids and these families. Instead of foster care being an issue that is a million miles removed from us, I hope we feel as if these families are our neighbors and we have the power to be a part of the love shown to kids in foster care. You might not have the patience of Job to take on foster parenting, but you might be a really good cook with some free time to make up a large batch of freezer meals and gift them to a foster family in your area. Your husband might have an extra hour each week to mow their grass. It is the little things.
8. I’m curious, what’s next for you and Swell Forever?
I designed Swell Forever from scratch with the ability to scale as needed. I used to offer more products just to add variety. However, American made textiles and making things here in the U.S. takes effort and know how. It also takes relationships. Slowly I have discontinued almost everything except blankets and Forever Birds. I want to make beautiful, comforting gifts and do it 100%. Next for me is exclusive patterns and prints and fun collaborations with other designers. We also just launched handwritten message tags. I have so much more traction to go with raising awareness for our current collections. I don’t want to stretch myself thin. We have a lot of the kinks ironed out with our current products.
"After experiencing miscarriages as early as 26, I definitely had a stronger heart for families who wanted to adopt and have always been overwhelmed for them by how expensive the process can be."
9. I Admire U, who do you admire?
I admire my husband. He doesn’t have the best family situation. He has every reason to come up with excuses for not being successful, especially in socially demanding careers. I forget how Type 1 diabetes affects his life day to day and makes it hard for him to concentrate. However, he is determined to be successful and kind and genuine, a man of integrity. We both went to what is now the number 1 business school in the nation and he set out to be top in his class. I am a slacker at school and was like “Let’s just go to a party and stay up late. Grades don’t matter.” He made sure he graduated in the top 10% of our class. He rode out a very stressful 6 years traveling for consulting and getting up at 5 am, working insanely long days and weekends. I work hard, but I don’t work like him. I have no excuses and he has a million but he never gives into them.
I admire my husband. He doesn’t have the best family situation. He has every reason to come up with excuses for not being successful, especially in socially demanding careers. I forget how Type 1 diabetes affects his life day to day and makes it hard for him to concentrate. However, he is determined to be successful and kind and genuine, a man of integrity. We both went to what is now the number 1 business school in the nation and he set out to be top in his class. I am a slacker at school and was like “Let’s just go to a party and stay up late. Grades don’t matter.” He made sure he graduated in the top 10% of our class. He rode out a very stressful 6 years traveling for consulting and getting up at 5 am, working insanely long days and weekends. I work hard, but I don’t work like him. I have no excuses and he has a million but he never gives into them.
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