Wilde House Paper

What Wilde House Paper does

Wilde House Paper is a privately held, bootstrapped direct-to-consumer brand founded by Megan Heddinger and headquartered at 1235 Monterey Street, San Luis Obispo, California. The company designs and sells a portfolio of guided journals, workbooks, planners, list pads, notebooks, conversation card decks, and digital journaling courses targeted primarily at wellness-focused individuals (commonly women in their 20s-40s) seeking to build consistent self-reflection routines, as well as therapists who recommend the products to clients and gift buyers seeking premium self-care items. The core product architecture pairs physical paper goods with a digital layer: every Open Journal purchase includes QR-code access to the Open Journal Digital Library, a growing library of 24+ seven-day email-delivered journaling courses with new releases monthly. Bundles (Routine, Begin Again, Play) package complementary products at 15% discounts to drive multi-product attach, and pricing across the catalog ranges from $14 for the digital planner to $83 for the Begin Again Bundle.

The company operates a small, fully remote team of 1-10 employees composed primarily of part-time contractors, with Megan Heddinger serving as Founder & Creative Director. Its go-to-market is product-led and community-led DTC e-commerce through a Shopify storefront, supplemented by wholesale via the Faire marketplace, physical retail stockists, an affiliate program paying commissions through PayPal, and the Substack-based Open Journal Club newsletter. A flagship experiential channel is the Cultivating Conversations Coffee Club — in-person gatherings of 12 people at local coffee shops in 20+ cities globally (NYC, LA, Miami, Austin, Paris, San Diego, Seattle) using the company's card deck to foster conversation, with Spring 2026 featuring 11 clubs and a partnership with fragrance brand Henry Rose for ticket inclusions. The brand extends to 20+ countries for international shipping and signed a high-profile limited-edition collaboration with goop in 2025 (the Open Journal x goop 'Mental Cleanse' colorway, featured in the goop Wellness Gift Guide 2025). Reported customer-outcome metrics across courses (97-99% would recommend, 97% felt reduced anxiety) provide quantitative evidence of product efficacy, though no revenue, funding, or financial figures are disclosed.

Name

Wilde House Paper

Legal name

Wilde House Paper

Website

https://wildehousepaper.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Wilde House Paper is a bootstrapped DTC brand designing guided journals, planners, conversation card decks, and an email-delivered digital journaling course library, selling primarily to wellness-focused individuals (and secondarily to therapists and gift buyers) across 20+ countries via Shopify and the Cultivating Conversations Coffee Club event series.

Ownership category

akta.pro rank

Product category

Stationery & Guided Journals

NAICS

Stationery Product Manufacturing (32223)

SIC

Converted Paper & Paperboard Prods (No Contaners/Boxes) (2670), Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Specialty Household Paper (Recycled, Bamboo, Premium/Ultra-soft) (CRAJAFAJ)

akta.pro secondary industry

Scrapbooking & Paper Crafts Retail (CRALACAD)

Keywords

• Guided journals
• Paper planners
• Digital journaling courses
• Conversation card decks
• Sustainable stationery

Headquarters

HQ city

San Luis Obispo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Physical Product Sales: One-time purchase of journals, planners, card decks, and accessories sold directly through e-commerce. Products range from $20-$83. Includes free digital courses bundled with Open Journals.
2. Digital Product Sales: Standalone digital products including the Open Journal Digital Library ($25) and 2026 Intentional Digital Planner ($14). Courses available for standalone purchase or free with journal purchase.
3. Bundled Product Sales: Bundle packages offering 15% discount on combined products. The Routine Bundle ($55), Begin Again Bundle ($83), and Play Bundle ($56) combine complementary products for value pricing.
4. Event Tickets: The Cultivating Conversations Coffee Club sells tickets to in-person events. Spring 2026 features 11 clubs across different cities.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Wilde House Paper designs and sells physical journaling and planning products—including hardcover journals, guided self-discovery workbooks, planners, list pads, notebooks, and the Cultivating Conversations card deck—made from PCW recycled paper with 100% plastic-free packaging. Each Open Journal purchase includes free QR-code access to the Open Journal Digital Library, a series of 7-day journaling courses delivered via daily email. The company also sells standalone digital courses, a digital planner, and operates in-person Coffee Club community events globally.

Product overview

Wilde House Paper offers a portfolio of physical journaling and planning products complemented by a digital journaling course platform. The core physical product line includes the Open Journal (available in Cloud, Espresso, and Moss colorways — hardcover, lined A5 journals with 176 PCW-recycled pages that include free QR-code access to digital courses), the Pieces of You Journal (a 6-week guided self-discovery journal with tear-off packaging), The Reset Guide (a 52-page self-discovery workbook structured around Past/Present/Future evolutions), the Morning Routine Journal and Night Routine Journal (each offering 70 daily entries with a bundled 10-week Routine Challenge email program), and the Cultivating Conversations Card Deck (160-question conversation game for 2-12 players). The digital layer is the Open Journal Digital Library — a subscription-access platform providing unlimited access to 7-day journaling courses (The Basics, Stress & Anxiety, Clarity, Presence, Balance, and others) delivered via daily email, which is bundled for free with every Open Journal purchase. Wilde House Paper also sells planners (Day, Week, Month, Digital), notebooks (in Foam, Trace, and Ink finishes), notepads (Daily, Weekly, Monthly, To Do List Pads), and accessories (The Journal Tote, The Reflection Pen). Bundled products include The Routine Bundle (Morning + Night journals at 15% off), the Begin Again Bundle (Open Journal + Reset Guide + Day Planner + Reflection Pen), and the Play Bundle (Pieces of You Journal + Cultivating Conversations Card Deck). The company also operates in-person experiences through the Cultivating Conversations Coffee Club event series held at coffee shops in 20+ cities worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Open Journal (Cloud, Espresso, Moss colorways) A hardcover, lined A5 journal (5.70 x 8.26 inches) with 176 pages, made from PCW recycled paper. Available in three colorways (Cloud, Espresso, Moss) at $34 each. Each purchase includes free QR-code access to the Open Journal Digital Library of 20+ 7-day journaling courses. Designed for individuals seeking an accessible, structured journaling practice.
• Open Journal x goop (limited edition collaboration) A limited-edition Open Journal in an exclusive 'Cleanse' colorway created in partnership with goop, bundled with the exclusive Mental Cleanse 7-day journaling course designed to clear mental residue and restore calm confidence. Featured in the goop Wellness Gift Guide 2025.
• Pieces of You Journal A guided self-discovery journal priced at $28, with 6 weeks of daily prompted entries (42 entries total) across three sections: Awareness, Alignment, and Action. Each session takes ~20 minutes per day. Size 7.25 x 9 inches with tear-off packaging.
• The Reset Guide A self-discovery workbook priced at $40, with 52 pages (8.5 x 11.3 inches) structured around three evolutions: Past, Present, and Future. Each section includes prompts, intention-setting worksheets, inspirational articles, and creative exercises to guide users through rediscovering their authentic self. Recommended by therapists and wellness practitioners.
• Morning Routine Journal A guided morning journaling journal priced at $32, with 70 daily entries and 10 weeks of structure, including a letter to the future self, weekly themes, habit tracker, and daily check-in prompts. Bundled with a free 10-week Routine Challenge email program. Made from PCW recycled paper.
• Night Routine Journal A guided evening journaling journal priced at $32, designed to replace screen time before sleep with mindful decompression. Includes 70 daily entries with 10 weeks of structure, four daily check-in prompts, a habit tracker, and a free 10-week Routine Challenge email program.
• Cultivating Conversations Card Deck A conversation card game priced at $38 (4.5 x 4.5 x 3 inches) with 160 unique questions across 8 categories (In the Moment, Core, Memories, Purpose, Dreams, Connection, Future, Reflection) plus 20 flower cards for acknowledging meaningful contributions. Designed for 2-12 players to replace small talk with meaningful conversations in social, therapy, and community settings. Made from PCW recycled paper.
• Open Journal Digital Library A digital product priced at $25 providing unlimited access to all current and future 7-day journaling courses delivered via daily email. Courses include The Basics, Stress & Anxiety, Clarity, Presence, Balance, Acceptance, Expansion, and others. New courses released seasonally (with new ones on the 1st of each month). Free with any Open Journal purchase.
• The Basics (Open Journal Course) A 7-day beginner journaling course with daily prompts and exercises designed to remove intimidation and build a consistent journaling practice. Commitment of ~20 minutes per day for 1 week. Available as part of the Open Journal Digital Library or for individual purchase.
• Stress & Anxiety (Open Journal Course) A 7-day journaling course focused on stress and anxiety management, featuring daily prompts, exercises, and education on the science of writing for calming the mind, setting boundaries, and building a lasting practice of calm. 97% of customers reported a positive change in mental health after completing it; 97% reported feeling less anxious.
• Clarity (Open Journal Course) A 7-day journaling course designed to clear brain fog, strengthen intuition, and restore self-trust through daily prompts and exercises that guide users inward past the noise toward clarity and direction. 93% of customers reported feeling more confident after completing it.
• Presence (Open Journal Course) A 7-day intermediate journaling course focused on building presence and awareness through daily teachings, felt exercises, and prompts that go beneath the surface. Supported by the Open Journal Club community. 98% of customers reported feeling more connected after completing it.
• Balance (Open Journal Course) A 7-day course designed to help users reclaim energy, understand their boundaries, and return to themselves by learning to read their own energy before it runs out. 98% of customers found peace after completing it.
• The Routine Bundle A bundle priced at $55 (15% off, $64 retail value) pairing the Morning Routine Journal and Night Routine Journal. Includes 140 total daily entries and a free 10-week Routine Challenge email program. Designed for users building both a morning and evening journaling practice.
• Begin Again Bundle A comprehensive reset bundle priced at $83 ($98 retail value) combining the Open Journal (with free 7-day journaling courses), The Reset Guide (mindset workbook), the Day Planner (daily planning tool), and a free Reflection Pen. Designed as a complete reset system for clearing the old and creating new structure.
• Play Bundle A bundle priced at $56 ($66 retail value) pairing the Pieces of You Journal (66 daily exercises for self-discovery) with the Cultivating Conversations Card Deck (160 questions for meaningful conversations). Designed for curiosity, play, and social connection.
• 2026 Intentional Digital Planner A digital planner priced at $14 (regularly $28) designed for 8.5 x 11 inch tablets or print. Each month invites users to set an intention, reflect on its presence, and align daily choices with their purpose. Available in two formats (pages or spreads).
• Day Planner An undated daily planner priced at $24 designed to organize each day with an intentional planning structure.
• Week Planner An undated weekly planner designed to provide weekly structure for balanced living.
• Month Planner An undated monthly planner designed to provide a broad view of monthly planning and scheduling.
• To Do List Pad A notepad priced at $18 providing a mindful approach to task planning and daily organization.
• Daily List Pad A notepad priced at $22 providing a daily balance of productivity and well-being through mindful task planning.
• Weekly List Pad A notepad priced at $26 providing weekly structure to live in balance through mindful task planning.
• Monthly List Pad A notepad priced at $30 providing a hybrid of a planner and journal experience for monthly planning.
• Notebook (Foam, Trace, Ink colorways) A lined notebook available in three cover finishes (Foam, Trace, Ink) providing a simple blank-page journaling and note-taking option.
• The Journal Tote A mini tote bag priced at $20 designed to carry a journal and a few essentials, encouraging solo journaling dates at coffee shops and outdoor spaces.
• The Reflection Pen A pen branded as a tool for journaling, offered as a free gift with orders of $65 or more. Described as 'a portal from your outer world to your inner world.'
• Cultivating Conversations Coffee Club (in-person event) An in-person ticketed event series hosting 11 guests and 1 host at local coffee shops in 20+ cities globally to play the Cultivating Conversations Card Deck. Each ticket includes a complimentary drink, an exclusive Club Tote, an Open Journal in Espresso, the Reflection Pen, and a travel-size Last Light scent from Henry Rose. Spring 2026 features 11 clubs across different cities.

Quantifiable outcome

• 99% would recommend the courses to a friend
• +6 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship, minor and core.

• goopflagshipStrategic or Co-development PartnerLimited edition Open Journal collaboration featuring exclusive 'Mental Cleanse' 7-day journaling course. The journal is featured in the goop Wellness Gift Guide 2025 and endorsed by Gwyneth Paltrow. The collaboration brings together wellness-focused audiences and creates brand credibility in the premium wellness space.
• Henry RoseminorGTM or Marketing PartnerProvides travel-size Last Light scent as part of Coffee Club ticket inclusions. Henry Rose is a fragrance brand, and the partnership adds perceived value to the event experience.
• Local Coffee Shops (various)coreChannel Partner/ Reseller/ DistributorPartner venues host the Cultivating Conversations Coffee Club events. Each season features different cities and venues. The partnership creates experiential marketing opportunities and community connections in local markets.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Papier: Direct-to-consumer personalized stationery and journaling brand offering notebooks, planners, and journals with a similar premium-aesthetic positioning and bundled digital content. Closest comparable in business model (DTC, customizable paper goods, content ecosystem).
• Ban.do: Lifestyle paper goods and planner brand with playful, design-forward aesthetic sold through DTC and retail. Comparable on customer demographic (women 20s-40s), gifting category, and aesthetic-lifestyle positioning.
• Erin Condren: Planner and paper goods lifestyle brand targeting similar wellness/productivity-focused women with bundled planner systems, sticker ecosystems, and content/community engagement. Strongly comparable on customer persona and lifestyle brand positioning.
• Rifle Paper Co. Aesthetic-driven stationery, journal, and planner brand with similar premium-illustrated positioning, DTC + retail wholesale distribution, and a focus on giftable paper goods. Comparable customer demographic and price points.
• Day Designer: Intentional daily planner brand with goal-setting and productivity focus. Comparable in planner product category, premium positioning, and women-focused productivity/wellness customer base.
• Intelligent Change: Creator of The Five Minute Journal and other guided journaling products with similar mindfulness/self-improvement positioning and premium paper goods. Direct overlap on guided-prompt structure and wellness customer base.

Broad incumbents

• Smythson: British heritage luxury stationery and paper goods brand. Comparable in premium paper product category with similar leather-bound journal offerings, but serves an ultra-luxury price tier above Wilde House Paper.
• Moleskine: Iconic global notebook and journal brand with extensive retail distribution. Competes directly in the premium blank and guided journal category but at a much larger scale, broader catalog, and with established wholesale/B2B channels.
• Leuchtturm1917: German premium notebook brand with global retail presence and numbered pages for journaling. Directly comparable on premium blank-journal positioning and quality paper construction, though broader in product range.

Emerging players

• Clever Fox: Guided journal and planner brand with structured prompts and habit trackers. Targets similar self-improvement/wellness positioning but operates at lower price points and broader mass-market distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/wildehousepaper

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wilde House Paper