shop update

We just celebrated 8 years of fj… It’s hard to believe it was 8 years ago that I had a launch party for the release of my very first collection, Charlotte. Were you here for that? It was so much fun, and also terrifying.  I mean I was just a creative girl living her dream of starting her own product line. Back then I ran Felicity Jane out of my living room in Utah. There were black and white striped boxes where furniture should have been and at kit time, my family and friends would rally to help me get orders out the door. It was an exciting and challenging time, but I wouldn’t have had it any other way.


A couple of years later, we moved into our first warehouse, I couldn’t believe it. It was a dream! As we continued to grow, in subscribers and team members, we quickly outgrew that space and it was time to find something new.  That’s when we made the big move to Arizona. Ah, I was home. We quickly outgrew our first studio in Arizona and I dreamed of a place we could host events and build community, while running the day to day of fj.   But… covid. Though there wasn’t much in person creating happening, we were able to continue to provide new product for our customers throughout  their time spent at home and also give back to causes that are close to my heart. (Thank you for being a part of that!) Since then… things just haven’t been the same.  I have felt a big tug on my heart to slow down, spend more time with my people, and to try something new. My entire world has been fj, which I don’t regret for a minute, but the world seems different now, and the marketplace too. I have watched my cost of goods increase on a monthly basis, along with increased rent, shipping and added import taxes.  Those things, along with that great big tug on my heart have brought me to the tough decision to close the current chapter of Felicity Jane.  (For now will be keeping the trademarked brand and the intellectual property, and can’t wait to bring new & different things in the coming year!)


So, as of today, all subscriptions will be cancelled and there will not be another monthly physical kit. ( Gosh, as I write this with tear filled eyes I am picturing all the names that I have seen so many times as I print shipping labels and I just can’t say thank you enough for supporting my shop. Thank you, thank you!) Beyond the tears though, I wanted to end on a bright note... our Christmas collection. I am excited to be releasing our last Christmas kit. It is our biggest kit each year and a huge labor of love for me and my team. I hope releasing this month gives you plenty of time to prep your album at a leisurely pace through the months of October and November so you are ready to document in December. Over the next few months our creative team will continue to share project inspiration here on instagram and on our blog so there are good things to come!


You can probably imagine the tug of war this decision has been for both my head and my heart. Nothing has ever been so bitter sweet, but I am excited for what is next and wherever that takes us, and YOU.


We hope you’ll continue to follow fj and If you want to follow me while I figure out the details of my next adventure… you can find me @jeanawithaj on Instagram.


Please keep documenting your stories, and sharing them. 


 Thank you again.


Xo, Jeana

and the fj team