Have you heard of KPop Demon Hunters?? It was a major hit movie last summer about a K-pop girl band who secretly fight demons, but realize their true superpower is believing in themselves. Their big anthem “Golden” became the theme song of 2025. And for good reason!
Recently, I can’t stop humming:
“We’re goin’ up, up, up, it’s our moment.
You know together we’re glowin’
Gonna be, gonna be golden.
Oh, up, up, up with our voices
Gonna be, gonna be golden.”
For years, “up” meant expansion.
More product. More drops. More content. More ways to turn everyday life into something that could sell, scale or storytell for Eden.
But lately, I’ve been redefining what up actually means. Truth be told, I’ve been on a hunt for the last year for Eden/my next chapter. Even though we came off of our best year ever in 2024, I had a growing hunch that 2025 was gonna rock my world. And it did.
I’ve shared in other emails how we chased a handful of could-be-“golden”-ideas. An Eden travel agency with Japan 100 yen store tours, an Eden-verse app, a dive into the affiliate world and of course, the rollout of our first kids book and BlogChat debut. No one can say we didn’t strive to go “up up up” in 2025, but quietly? I felt down. 😔
Rewind to Dec 2004 – Bryson and I got married!
In wedded bliss, our lives became a blur for the next 22 years. We’ve opened three boutiques in Hawaii and Las Vegas, won amazing awards like 40 under 40 and Fastest Growing Business, sold a business, launched a belt and wedding coordination company (separately not together!), published two books and a wedding book-a-zine, designed 300+ collaborations, wholesaled our products in Longs and KTA and core memory? We adopted a village for five years in Sri Lanka. Talk about up up up!
But now? Up feels different. It’s hard to describe the need for, well… less. The quest for contention and peace overrides my normal itch to elevate.
– Up is spending 30 days in Fukuoka without opening my laptop.
– Up is putting together an outfit without pondering which tote matches it best just in case we need to shoot it.
– Up is sitting in a restaurant and not once thinking about angles, captions or how this meal becomes content.
-Up is riding a bike without designing a future Eden bike line in my head.
–Up is not monetizing every ounce of joy I have.
And to me, “I’m done hidin’, now I’m shinin’ like I’m born to be.” 😅
OK, OK no more HUNTR/X song quotes, but you get it. This next version of me/Eden is gonna be, gonna be GOLDEN.
And with that,
For 20+ years, Eden has been my lens of the world. And I’m proud of that. But this next chapter? It’s about experiencing the world without turning every moment into retail shenanigans.
More heart, pure joy.
With that said, we will officially closing our online store as of April 24th. No more sales, no more membership, no more new drops…. at least for now. We will all be taking time off to explore life without any commitments and OMG, I’m so excited.
Before you spiral — don’t. 🫠 Eden in Love as a brand isn’t going anywhere. But the way we show up is. ❤️Retail has been changing rapidly for years and we always knew that whatever we did had to be fun and filled with joy.
The grind to keep serving new products, jam out new designs and bob and weave the tariffs and ever rising prices has unfortunately made the process no fun. And when we commit, we commit. So in the name of joy, we’re open to whatever will come next – even if that means closing this online chapter of Eden.
In our golden era, this means:
Happiness isn’t for sale.
Rest isn’t strategically planned.
Creation isn’t reactionary.
Presence doesn’t require proof.
If you’ve built something for a long time, you know the temptation to squeeze meaning out of every minute.
But our Golden Era isn’t about squeezing, it’s about living.
For the rest of the month, we’ll start retiring prints and styles and usher them into their golden era too! Carry your totes like a badge of honor, you made this journey possible for us. Thank you. 🙏🏻
Sales will be big, we hope you relish in the fun. 🤩
After March, expect to see a new side of Eden. She’s older, wiser, more seasoned and a heck of a lot funnier!
This isn’t goodbye, it’s let the good (or should I say ✨GOLD✨) times roll.
In April, we’ll release two final mini drops – small, intentional and very us.
Warehouse pick-up will be available through April 30th. The showroom will remain open every Wednesday, Friday and Saturday. Please come by to say hi/bye, shop a little or just hang out with us. Our Eden community is filled with the nicest, kindest most generous people I’ve ever met. We’d love to thank you in person.
One last quote from KPop Demon Hunters? 🤭 I love when Rumi, Zoey and Mira (can you guess which one is Alyssa and which one is Olivia?) collectively agreed they’d have to work TOGETHER to overcome doubt, celebrate self discovery and shine bright with confidence and unity. “For the fans. For the world. For us.”
For us. 🥹
That’s so Eden.