Even Laurel Smith admits that having a brand that creates both jewelry and dayplanners is a little disjointed. “I like things to be neat and tidy and make sense,” she says, a sensibility that carries through her line of minimalist bracelets, earrings, and other accessories. But that’s what a planner is for—keeping things tidy. And when it came to designing a tool to help her stay organized, Smith kept her own needs in mind.
“The way my brain works, I need to be able to see everything in order to plan it and keep track of all of the moving pieces,” she says. Her version does just that, allowing users to see their monthly calendar, weekly schedule, weekly and month to-do lists, and notes in one spread.
“If you can’t see it all, you’ll lose track of it and then it doesn’t get done,” Smith says. “That’s the foundation of our planner system at Laurel Denise.”
She launched the first one in 2008, but after starting a family in 2012, she needed to pick a lane for the business: jewelry or planners. She chose jewelry as it was more established, but customers wouldn’t stop asking when she’d re-launch the planner—and she needed it, too!
“In 2020, as we were hosting a family from New York during the lockdown, I was managing my team of five remotely, and my two children were learning from home,” she says. “I realized that my organizational system needed to change and it needed to change quickly. In a conversation with my husband, I commented about how much I could use a Laurel Denise Planner in my life right at that moment.”
The 2021 version sold out and the 2022 version—which comes in deep green or features cover art by local artist Britt Davis—is on its second print run.
“Who knows where Laurel Denise will end up, but for now I’m super happy (and way grateful) to see both of our lanes expanding quite a bit,” Smith says.
