Meet The Face Behind

WILLFUL: GOODS WITH INTENTION

A BRIKA maker story

Araya Jensen

EDEN PRAIRIE, MINNESOTA
"I believe in following your intuition."
"I make each colorway in small seasonal batches ensuring you get a truly special product."

"Make time for what you love and the inspiration will follow."


"I love being a part of the handmade movement....Im not sure there is a better group of people to be among."


"Make time for what you love and the inspiration will follow."


Growing up, Araya didn’t know being creative for a living was even an option. But after being laid off as a kitchen and bath designer, she dipped her toe (no pun intended!) into the handmade movement with some colorful rubber-dipped spoons — and the rest is history!


Now she’s has her own collection, WILLFUL: Goods With Intention, inspired by the natural beauty of her home state and fuelled by her “if there’s a will, there’s a way” attitude. But even as a busy businesswoman, Araya still finds time to cut loose to some Bob Marley tunes in her kitchen with her husband, Jordan, and their two children, Avery and Quinten.

What's one thing you do every day without fail? 
Besides waking up? (Haha!) It seems that having an active family and a growing business, every day is quite different. No go-to routine here! 

What did you want to be when you grew up?
I think I wanted to be an art teacher. I guess I thought this was the only way to keep art in my life.

What does your ideal Saturday look like?
Sleep in ('til 7:30 am), enjoy a large stack of strawberry-and-whipped-cream topped pancakes with the family, followed by a reggae-inspired dance party in the kitchen. Head out to explore a new park and back home for a backyard bonfire.

"I come from a small town in Northern Minnesota and I am not sure if I knew that you could actually create things for a living."


PRODUCTS BY WILLFUL: GOODS WITH INTENTION