smithed & company
The story of P&L smithed’s long overdue rebrand.
Hello there, Priscilla here.
If you’ve seen our recent Instagram stories, you may have heard the big news already. After a long three months of hard work and dedication, we’re very excited to finally share with you our latest project: a new collection of home and lifestyle accessories, exclusively showcased on Instagram @smithedandco available for sale on our website.
set of 2 hand forged napkin rings - part of the new “Handmade Home” collection, 2025.
You must be thinking, “Another Instagram account?” The preexisting handle (originally a home for our aprons est. 2021) actually came in handy earlier this year when trying to work out our rebrand. @smithedandco is our same business, only a new designated location for the products we sell.
Rebrand Backstory
I’ve been working diligently and quietly behind the scenes to reach this goal for some time now. With all of the changes over the past few years, I’ve been compelled to align our brand identity more closely with our present story. The inspiration for it came awhile back, but the motivation really took force once I truly started to feel “myself” again after having kids.
Priscilla with daughters Lily (2) and Porter (9 months) in her unfinished studio, August 2024.
In short, 2024 felt like an endless tug of war between the artist in me actively creating, and the mother in me maintaining the balancing act of an entirely new chapter of life. After countless talks about the future of our business, it turns out the message I was sending to Luke was that I was too burnt out to give anything to it and was afraid I’d never return.
The Turning Point
One of the biggest obstacles holding us back, apart from raising two young children, was our trying to dodge the pressure that comes from social media forcing you/your business to pigeon hole yourself into one ‘niche’.
Stone dish - part of the Handmade Home collection, 2025.
It felt so unnatural and daunting, a complete turnoff that kept me uninterested with more reason to shy away. Not only is that not good for business, it wasn’t good for our relationship. After all, P&L smithed is Luke and Priscilla. It was time that I find my way back (asap).
I Set a Goal for Myself
— and reached it. In my journey to reinvent myself, beginning Fall of ‘24, I aimed to complete 16 small paintings inspired by my motherhood journey, and to have them titled, photographed and up for sale before Mother’s Day of ‘25. The idea was perfect. It got me motivated to create more regularly and practice self-discipline.
Original paintings - “A Full Night’s Rest” (top) “Your Heart’s Desire” (bottom). Parts of the “Little Bits” series, 2025.
The entire experience in itself was a giant step forward in the bright and new direction life was taking me. However, the process in getting the work on to the website is what really struck a cord; revisiting a space I’d neglected for too long. It (the website), like myself, was in need of a serious rebrand. So I went for it.
A Risk Well Worth the Taking
I really had nothing to lose. Once I finally made the decision to do something good for myself, the easier it became to let the weight of the world disappear. The more work I put in, the more ideas kept flowing. I took all new changes to the extent which felt best. Whether adjusting a technique, trying new materials, or removing old ideas altogether.
I jumped in full force to dream up and reimagine P&L smithed, without limits or fear. I see the endless possibilities, to which I happily look forward to with no doubt in my mind I can pull off — no matter how long I’ve been “out of the game”.
Lit tea candle glowing on hand forged metal tray - part of the Handmade Home collection, 2025.
I’ve come to accept that as our family has grown, so has our creative evolution. This means no longer trying to fit into a single niche but instead celebrate and embrace our many passions and diverse skills.
This is how I envisioned the future of P&L smithed; diverse. Everything we love to create done in the exact right ways we need, all in harmony.
Takeaway
All of this lead to an incredible experience of curiosity, problem solving, joy, determination and the making of many new, fascinating, and beautiful handmade pieces.
Priscilla and Luke. Catskill Mountain Maker Camp, East Durham, New York, 2024. Photo credit: Mark Adams Photography
This journey is about growth, change, and the excitement of where life will take us next, and we are both so incredibly grateful to have you along for the ride.
So enjoy, be well, and feel free to look around.
