CHAPTER 1:
A Product that Put MudLOVE on the Map
A Garage, a Stamp Set, and LOVE.
In the fall of 2009, MudLOVE began in a small garage in Winona Lake, Indiana. Equipped with nothing more than a box of clay, and an old stamp set he inherited from his grandma, founder Luke Wright began hand-making pottery for his local community. Feeling led to build purpose into the brand, he committed to creating beautiful, meaningful products that were centered around love. At that time, every product purchased provided clean water for someone in the Central African Republic. What started as a small, local pottery effort quickly grew into a movement with bracelets that spread beyond anything he could have imagined.
The MudLOVE Bracelet Arrives
Nearly a year into the MudLOVE journey, the struggle to stay afloat was real. Facing financial uncertainty, Luke, the founder, turned to his trusty stamp set, an idea sparking in his mind. He envisioned a wearable reminder anyone could enjoy, a bracelet that would carry a positive message. He crafted 100 of these prototypes, using hair elastics and tying them painstakingly by hand, selling for $1 each. Despite his own reservations about the rudimentary design, they sold out in a week. The real validation, however, came when people who had received the bracelets as gifts returned, eager to purchase more for others. This was the turning point – a sign that, even in its early form, the MudLOVE bracelet resonated.
The Birthplace of MudLOVE
The garage is located in Winona Lake, Indiana, in an artisan community called The Village at Winona. In the summers the garage door was open so customers could come in see to Luke throwing pottery on a wheel and also make purchases, which led to a lot of hand-washing for Luke on busy days.
The Bracelet Boom
The holiday season of 2010 transformed MudLOVE from a small venture into a local sensation. Lines of eager customers stretched outside Luke's garage, patiently waiting to purchase their MudLOVE bracelets. The demand was overwhelming. In 2011, the requests escalated further, with bulk orders, often for custom designs, flooding in. Luke's days were consumed by working with clay, his nights by the painstaking task of attaching elastics. But the growth was undeniable. He streamlined the product and the process, and soon, four employees were working alongside him in the garage, struggling to keep up with the sheer volume of orders.
Managing the Boom
In just five years, the company grew from a single founder in a garage to a thriving team of 50 working in and out of a 4,000-square-foot facility. The energy was palpable, with production and creative teams working in sync, and gongs ringing out to celebrate every process improvement. The MudLOVE bracelet was honed to perfection, and the company could handle large-scale production all stemming from the original stamp set. The numbers spoke for themselves: one million bracelets sold and over $450,000 donated to clean water initiatives by 2019. The artisans were also busy, crafting over 500 mugs each week. We were at a peak before the unforeseen challenges that lay ahead.
Photos Over the Years
CHAPTER 2:
The Beginning of Our Work in the Dominican Republic
Our New Partner: Vida Plena
This partnership began with a conversation, a shared vision, and a compelling need. Josh Porter, a local with a heart for the Dominican Republic, approached Luke, the founder of MudLOVE. Josh and his wife, Erin, felt called to relocate their family and dedicate their lives to alleviating poverty in the DR. But Josh needed a sustainable way to create opportunities, particularly for unskilled Haitian women. The idea of establishing a clay studio seemed impossible, given the circumstances. MudLOVE, with its mission to "put love in action," had always embraced creative problem-solving, but this challenge pushed them to think beyond their familiar "clay" boundaries. Yet, sometimes all it takes is a single spark to ignite a fire, and that's precisely what happened.
An Art Teacher, a Kid, and Some Thread
This is the story of Mrs. Viona Brown, an elementary school art teacher whose influence extended far beyond the classroom walls. She was an inspiration, a woman who unknowingly planted seeds that would blossom years later in extraordinary ways. One of those seeds was a simple weaving technique, a childhood lesson that resonated with our founder even into adulthood. This seemingly insignificant act of sharing would eventually lay the groundwork for something much greater: the Viona bracelet and the empowering mission of Vida Plena. This was the product that kickstarted our partnership that is now thriving and merged into one company.
Training Day
The first day of training was filled with uncertainty. We had no idea how many women, if any, would show up. Arriving at the studio an hour early to prepare, we were surprised to find 25 women already there, patiently waiting on the curb for work. Communication was a challenge, requiring translation from English to Spanish to Creole, but we managed to convey enough information to get started. Progress was slow, and by the end of the day, we had only one well-crafted Viona bracelet to show for our efforts. Doubts lingered, but our determination remained firm. However, by the end of the second day, something remarkable happened. The women's innate talent and dedication shone through. They were mastering the weaving technique, producing beautiful Viona bracelets with increasing skill. It was a pivotal moment, a confirmation that this partnership held immense promise.
CHAPTER 3:
How an Epidemic Changed Our Business Forever
Making the Most out of Quarantine
The mandatory shutdown and quarantine, while disruptive, offered an unexpected opportunity for reflection and innovation. With the usual hustle and bustle on pause, we turned our attention to improving the business. Our handmade approach, while central to our identity, presents unique challenges. Unlike mass-produced accessories, there weren't readily available tools for crafting small run clay products. We recognized the need to evolve, to break free from the limitations of our stamp set.
Necessity, as they say, is the mother of invention. During this period of isolation, we delved into the world of 3D modeling and printing, unlocking a realm of possibilities. This newfound skill opened doors to endless design ideas and solutions for our existing production challenges. 3D printing quickly became integral to our process, enabling us to create consistent, unique, and high-quality clay products. Little did we know that this technological leap would pave the way for a deeper partnership with Vida Plena, eventually entrusting them with all of our clay production.
Changing the MudLOVE Way
The post-COVID landscape presented new challenges. Our business, like many others, had been shaken, and survival required adaptation. We had to reimagine our operations. Seasoned with our newly acquired 3D modeling capabilities, we saw a path forward: shifting all production to the Dominican Republic. This strategic move not only streamlined our processes but also opened doors for our partner brand, Bel Kai, to bring her jewelry production to the DR as well. This marked a significant shift in our model, one that prioritized providing safe and sustainable employment opportunities for a growing number of women.
Recent Innovations
Through adversity came inspiration!
Beacon Smart Bracelets
With just a simple tap to a smartphone, this bracelet will reveal a new inspiring quote every day. Our Beacon line-up includes daily bible verse bracelets, daily motivation bracelets, and fully customizable links for events.
Launched 2024.
LOVE Letters
With a focus on giving customers a non-wearable option, LOVE Letters were the perfect solution. Every letter can stand on their own and with multiple color options, make them a perfect gift for the home or office.
Launched 2022.
Friendship Bracelets
Given the rising trend of Swifties and friendship bracelets, we just had to jump on the bandwagon (in our own special MudLOVE way). The product quickly became one of our best sellers and has resonated with both young and old.
Launched 2023.
MudLOVE Today
Our workshop today is a vibrant hub of activity, filled with the sounds of hard work, laughter, and a strong sense of community. We remain dedicated to our founding principle: expressing love through the creation of handmade products. We take pride in crafting high-quality pieces that bring joy to all who own them.
We invite you to become a part of our story. Whether you choose to purchase one of our unique creations or simply share our story with someone you know, you're contributing to something meaningful. Back in the early days, word-of-mouth was our most powerful tool for growth (and only). Today, it remains a vital way for us to expand our impact and provide even more women with safe and sustainable job opportunities.
