People sometimes ask me why my brand is called Eden Street. At bazaars, elderly customers even ask if I’m Eden, pronouncing it the Filipino way: Eh-den. I just smile and say, “Oh, no. My name is Micah, not Eden.”
In a nutshell, I named Eden Street after one of the main roads in the town where my business was born. That town is the little London borough of Kingston Upon Thames, or simply Kingston, where I did my MA in Magazine Journalism from 2014 to 2015. Throughout my year in London, I discovered a bunch of beautiful stationery shops. They brought me joy and inspiration, and reminded me of my dream of putting up my own paper goods store. I’d had this dream for several years by then. Since it kept popping up, I decided to finally make it happen.
I wanted to give my brand a name that had ties to London. I briefly considered naming it Kingston, but Eden Street sounded much better. Plus, I liked the idea of Eden for two main reasons. First, I wanted Eden Street to become a paper lover’s paradise. I dream of having a brick-and-mortar store someday, and that’s how I want visitors and customers to describe my shop. “It’s my Eden!” I want them to say. (Just like how I call the Paperchase flagship store on Tottenham Court Road my mecca in London!)
Secondly, I like the biblical association of Eden, because I knew from the start that my business would be fueled by both hustle and grace. More grace than hustle, probably. (Remember how “hustle” was the buzzword a few years ago? I didn’t buy it then and I don’t buy it now. I'm all for equal parts work, play, and rest!)
When I was all but done with my MA, I would go to Kingston University’s art campus in Knights Park (my campus was on Penrhyn Road) because the computers there had Adobe design software. I created the Eden Street logo. I learned how to digitize my lettering. I made my first postcard designs. I loved every second of these experiments, and I really wished I did them much sooner!
I took these two snapshots with my phone while doing those Knights Park experiments in August 2015. In the second photo, you can see that I laid some postcards out in front of me to provide inspiration. (I just realized it sort of looks like my "Good Vibes Only" design was copied from the "Hello" postcard, but that totally wasn't the case! I really liked the details on that red postcard, though.) I also had a postcard that said, "I have no idea what I'm doing." That's how I felt like when I started! Thankfully, I got over my creative fears and I'm so much more confident in my art and my mission to spread love and joy through Eden Street.