We have been reflecting a lot on everything that’s come out about Djerf Avenue over the past few days, and it reminded me of something my dad told me back in college. He said, “If you ever have people working for you, treat them like they might be your boss one day.” In 2022, I left behind being a full-time influencer to start a business creating meaningful home goods and keepsakes. A few weeks ago, we rebranded to Curio Blvd, and when I started this company, I gave myself three rules: 1. Make customers—not influencers—the priority: Instead of sending PR packages to influencers, we focus on connecting with everyday people who truly value what we create. Growth might be slower, but growing through word of mouth feels more authentic. 2. Design every product with sentiment, meaning, and quality: Everything we make is meant to last for generations, not just look good on a shelf. 3. Build a brand that speaks to all ages, experiences, and emotions: Curio Blvd isn’t just for Millennials or Gen Z—it’s for anyone who values keepsakes. Our customers are often navigating grief, loss, or big life moments, and our products are meant to provide comfort and meaning during those times. Running this business has taught me so much—not just about designing and manufacturing, but about the value of the people around me. Whether it’s customers, peers, or collaborators, I know I wouldn’t be where I am without them. We don’t run paid ads. We don’t partner with influencers or celebrities. Our growth is slower because we rely on word of mouth. But if I ever have a team as large as Djerf Avenue’s someday, my one goal will be this: every single person on that team will feel valued, respected, and appreciated. Because here on Curio Blvd, that’s the standard—and it always will be ❤️🍒

There’s lots to think about over the next few weeks/months! If anyone has any recs for studios or offices in NYC, let me know 🫶🏼 Linking holiday inventory here for the Time Capsule Journal and Keepsake Case!

THESE are the best gifts that are NOT tacky and are so so so meaningful 🫶🏼

Comment if you want a 20% off code for the Keepsake Case 🫶🏼 (I made sure to link the journal on TT shop!) You can find the Keepsake Case in bio #holidaygifts

It is finally time to share my side of the situation 💔 It’s crazy to think about how long they’ve known me-since I was 14 🥹 Over the years, we’ve just been growing more and more distant - and it felt like the right time to move on. PS. Watch the full video PSS. For those who don’t watch the full video, I broke up with my shoebox under the bed PSSS. I love my current boyfriend sm

Everything changed for us when we would recieve messages from customers saying that they were able to ask their loved ones questions before they passed, sharing their cancer journeys, showing us how they filled up the keepsake case with mementos from their child who passed. This was and is so much more than just a home goods line. I dont want the focus to be on me— want the company to stand on its own, and represent the stories of our customers instead. This is why in 2025 we will be Curio Blvd @Curio Blvd. "Curio" is rooted in the idea of an object rare, intriguing, and worth preserving-just like the keepsakes and home goods we create 🥹 We are currently dissolving Cherished By Chelsey and Curio Blvd will arrive January 2025 🫶🏼

I have my manufacturers make things exclusively for my own home 🌝 I am ALWAYS thinking of ways to change my interior, and it is sooo frustrating when I look something up online but the product I am thinking of doesn’t exist yet! Luckily, my manufacturers are amazing and they’ve been so great with making products just for me!! I think the lighter cover is the one I use the most 😅

I know not everyone will agree, but influencer culture has made it harder for the average customer to be treated fairly. Influencers get all the special treatment, while the average customer can’t even get decent customer service 🥺 We need to hold brands/companies accountable!! (No, it’s not the influencer’s fault before you start commenting - it’s soley on the company to change how they treat their consumers!) I hope other brands will take after @Curio Blvd (if you’re new here - we just rebranded!) We make meaningful home goods and keepsakes and don’t gift influencers, but instead, the average person 🫶🏼 We’re starting a new campaign, “No One Is a Nobody,” where we’ll be sharing and celebrating the stories of our amazing customers. Feel free to share your story in the “notes” section when checking out 🥹

The popcorn ceiling fiasco continues 🤪 My landlord actually had a breakdown and I can’t blame her Ps. The joke is I’m the landlord The Time Capsule Journal and light oak version of the Keepsake Case is still available for the holidays!

Everything changed for us when we would recieve messages from customers saying that they were able to ask their loved ones questions before they passed, sharing their cancer journeys, showing us how they filled up the keepsake case with mementos from their child who passed. This was and is so much more than just a home goods line. I dont want the focus to be on me—I want the company to stand on its own, and represent the stories of our customers instead. This is why in 2025 we will be Curio Blvd @Curio Blvd. The word “curio” is rooted in the idea of an object rare, intriguing, and worth preserving—just like the keepsakes and home goods we create 🥹🫶🏼