FIRESIDE Collection is HERE!

FW17 Colors in detail

Inspired by the great outdoors and that inevitable feeling of happiness when the sunshine hits your shoulders and the gravel meets your feet; laughing with friends around a campfire or peering out over the wilderness as far as the eye can see. 

Our FIRESIDE collection, as with every great adventure, evokes feelings of freedom and revitalization.  We hope you will find our Fall | Winter 2017 collection evoking your wanderlust.

willful goods fireside collection FW17


Woodstock: Deep mauvy pink is rich and dusty, with a hint of mystery.

Ember: Bright, modern orange with most definite yellow hues.

Sandstone: Warm neutral with yellow and brown undertones.

Juniper: Deep, woodsy green with blue undertones.

Frost:  Fresh, cool blue with grey hints.

Sangria:  Deep, rich purple with a bit of red.


September 14, 2017 by Araya Jensen

Willful is on the MOVE

You read that correctly!  After 3 years in our South Minneapolis studio/showroom, we have decided to start the hunt for a new location!  We will most definitely miss all of the lovely friends and neighbors who have stopped by our space to learn about our goods and shop local but bigger better things are coming!

willful goods moving sale

Visit our showroom for up to 70% off Now through August 15th

Willful Goods
319 West 48th Street
Minneapolis, MN 55419

Don't worry, you can always find us online 24/7 at +  many pop up events around the twin cities... and beyond.  

July 15, 2017 by Addison Leadslide

Woven by Willful

a new collection of woven wool goods from guatemala by Willful goods


I am not one who is big on words, images are how I like to communicate.  As a true introvert I like to sit back and observe, read body language and understand the feelings behind the conversation.  I believe there is much to learn by reading a room.  I think this is one of the reasons that I enjoy meeting other artists and artisans, even if we don't speak the same language.  I feel that we are able to communicate through the craft and an occasional smile and laugh.  

Goods with intention, not only applies to myself as a creative, spending my days reveling in my craft, but also working with other creatives who's livelihood depends on their craft.  

In September of 2016 I took a trip to Guatemala where I had the fortune of meeting some wonderful artisans.  This meeting was followed up by 9 months of back and forth communication and has all culminated in our WOVEN collection.  We believe in building long term relationships with our partners, ensuring trust and sustainability for their families.   

A one source collection of 100% wool, naturally dyed goods from Guatemala.  
Imagine, the sun rising in a the beautiful highlands of Guatemala.  The sheep are grazing as our family of artisans is busy sheering, spinning, dying and weaving each of our 100% wool pieces from start to finish.  
We are proud to partner with such a talented family to bring you this truly organic collection of single source woven goods which include, shag + woven pillows, throw rugs and runners.
green and turquoise woven wool throw pillow by willful goods
woven wool runner multi colored stripes by willful goods
woven wool throw rug 2x3 by willful goods
SHOP the full Woven Collection Here.
for more info. or to see more of what inspires us, join us on instagram 
May 08, 2017 by Araya Jensen

*NEW* Earth Resin Goods

colorful marbled earth or eco resin spoons by Willful goods

Our first completely new material in 5 years!! That's a reason to celebrate.

March 22, 2017 by Araya Jensen
I Spy Willful Goods In... Food Network Magazine

I Spy Willful Goods In... Food Network Magazine

We are so happy to see celebrity chef Marc Murphy's beautiful kitchen FILLED with our bowls.
February 21, 2017 by Araya Jensen

What 5 years in a creative business has taught me.

5 years!!! 5 years!!!  Never in my wildest dreams did I think I would be here typing up a blog post celebrating 5 years as as an entrepreneur, maker, boss, creative, woman, mother, wife...  My life plan was finish high school, go to college, get married, get a job, have kids and live happily ever after.  Fairly typical for a gal born and raised in norther Minnesota.  None the less, I followed that path for 27 years until things came to a screeching halt in 2009 when the housing marked crashed and my job was lost.  I ended up back at the beginning, no job, no house, 2 kids...

araya of willful at the beginning of her career

If you know my story, this is when I began Wind & Willow Home which 4 years later became, what it is now Willful.  The name change and my dreams changed a little over a year ago when I realized, I wanted more.  I started this business because I couldn't find another and felt forced into creating some type of income for my family.  But once this business became Willful, renamed for our family motto, "If there's a will, there's a way." (which truly got put to the test) it became a part of me.  My mission to truly live my dreams of designing and creating beautiful products, energized by connecting with artisans near and far on the same mission I was on, to simply create a better life for my family. 

araya in her home studio willful goods

So, what have I learned?

  • Plans are good but they WILL change and how you react to those changes are what can make or break you.  
  • To create something that is of yourself, is the hardest job in the world.  
  • What separates those who are out there following their dreams is a matter of persistence and luck.  
  • It's hard to give up when others believe in you.
  •  Looking at other's success as a means of motivation did not work for me.  
  • Study, read, listen and learn as much as you can about your industry then take the pieces that resonate with you and implement them

Thanks for 5 years friends!  We are just beginning!

Eight, great ways to add Color to your kitchen

Okay friends, the kitchen is a room that truly has my heart and well, you know how I feel about color (insert all of the heart eye/kiss emojis).  It's hard to infuse personality into such a hard working space so, as a former kitchen and bathroom designer and current chromatophiliac, I have rounded up 8 of my favorite ways to add color & personality to your kitchen.  

1. ART: Framed or unframed, a bold art print can energize your space and add tons of personality for small $$.

Bold art in the kitchen

via House To Home

2. PAINT:  Color, Color, Color, just about any will do.  For the cost of about $30 and a half day of work, you can completely transform your kitchen from ordinary to Yasss!

pink walls and grey cabinets in kitchen


3. ACCENT CABINETRY:  Whether you are painting old warn cabinetry to buy some time or ordering a custom piece, I love the use of a few colorful accent pieces.  No need to go overboard but the right tone in the right place and you have a statement kitchen. 

add color to your kitchen with accent cabinets


4. TILE:  It's functional AND beautiful!  Today there are millions of options for backsplash tile.  From a classic subway to a masterpiece mosaic, the space between the countertop and the cabinets is the perfect place to show off.

modern mosaic backsplash grey cabinets


5. APPLIANCES: I mean... Have you seen all of the options out there?  From blazing orange ranges to warm pink refrigerators it's worth the investment to pick a piece that you love because you will be cleaning it EVERY DAY, amIright?  

yellow range to add color to a kitchen

6. DISHES:  Open shelving has been a trend for quite a few years now and I think it's here to stay.  There is no better way to add a low commitment pop of color to your kitchen in the form of your favorite serving pieces.  Arranging them in rainbow order, you can't go wrong!

colorful dishes on open shelving rainbow

via. Oh Happy Day


7.  RUGS:  With so many cold hard surfaces in your kitchen a warm vibrant rug is a great way to add warmth to your space.  A vintage runner or a couple modern throw rugs can infuse tons of personality and make your space a bit more comfortable. 

add color to your kitchen with a beautiful runner


8. LIGHTING: Pendants!!!  From glass to metal there are a plethora of amazing pendants available.  The great thing about a pendant is it draws your eye up from the countertop to the ceiling creating height and depth.  They are most definitely the jewelry of the kitchen.  

add pendants to add color in your kitchen


GREAT, right?!  I just love a pop of color in the kitchen.  What is your favorite way to add color?  I have added a bunch of my favorite kitchens over on my Pinterest page.  Check 'em out!


January 16, 2017 by Araya Jensen

Choose Love

A timeless quote and an inspirational leader for all of time. 

Thank you, thank you, thank you, Dr. Martin Luther King JR.

choose love not hate quote by Martin Luther King Jr.

January 16, 2017 by Araya Jensen

Top 5 places to travel for design inspiration

I don't know about you but it's January, it's cold and after the holiday decorations come down I am in full on wanderlust mode.  From the glowing shores of East Africa to the sun drenched architecture of Northern India there is so much to see and so many reasons to book a design inspired flight out of this town :)

Here are my top 5:

#1 Melbourne, Australia

With a ton of my art and design inspiration based in cool, graphic color, Melbourne has an abundance of amazing designers and artists with incredible homes to match!  The Design Files is one of Australia's most popular design blogs, I could spend hours during through the images and I have, spend hours following the rabbit hole that is a never ending web of design genius, from one instagramer to the next!  You're on my bucket list Melbourne!

design inspired travel

#2 Marrakech, Morocco

Color, Texture, Sunshine, oh my!  Morocco has long been on my travel list only second to Tanzania in Africa but it has quickly crept up the list with my following of IG accounts like fine_moroccan-rugs and babasouk to drool over.  The neon colors mixed with traditional weaving techniques leave me dreaming of extra suitcases filled with woven goods galore. 

neon morrocan rug

#3 Dar Es Salaam, Tanzania

Imagine a city with boundless culinary options and mind blowing beaches.   It's impossible not to come away with a head overflowing with inspiration.  With birds and scenery so bold and beautiful, it's no surprise that their textiles are equally striking and adventurous.

kanga bird

#4 Antigua, Guatemala

After traveling to Antigua in September for New World Craft I must go back!  The beautiful people, stunning surroundings and incredible artisans happily practicing ancient Mayan weaving techniques make this the best of all worlds.  I look forward to sharing our new line of goods from our partners in Guatemala SOON!

woven textiles from the markets in antigua guatemala

Jaipur, India

Fine attention to detail and (one last time) COLOR!  Jaipur has a long history in handicrafts from block printing to weaving, paper making to pottery.  This city is a color junkies dream not to mention it is nicknamed the "Pink City" for its distinct building colors.  Craftsmen in Jaipur are stated to commit their whole life just into making handicrafts for the city and developing the city one step ahead in art and craft form.  

Jaipur India, the Pink City


I am searching discount flights right now!  What's on your bucket list?  Which city do you look to for design inspiration?


Willful's 2017 #GOALS

Willful's 2017 #GOALS

arthur ashe quote  goals 2017 willful quotes
Start where you are. Use what you have. Do what you can.
-Arthur Ashe
I'd say that quote about sums up how I feel about being an entrepreneur!  With so much pressure to scale quickly, do more, be more and make more, it can get quite overwhelming.  This year, I have a list of goals that I am working toward, some of them I have put back on the list from my goals of 2015 because, truthfully, I just didn't have the time or the resources last year but I am not going to let the unattained goals of last year derail the successes, rather I am simply adding them to the top of my goals list this year.

2017 Goals

  • Communication: Blog once per week sharing inspiration and aspiration
  • Design: Design and produce 10 completely new products
  • Aspiration: Form 2 new licensed design partnerships
  • Balance: Do not compare myself or business to anyone else
  • Intention: Help build and support 10 new artisans around the world
  • Skill: Learn how to efficiently use Illustrator
  • Personal: Produce more personal Art


How about you?  Do you set yearly, mostly, weekly goals?  How do you celebrate when you reach them?  When you don't?

January 02, 2017 by Araya Jensen