2021, a work in progress

Every year since the children were babies I’ve put together an annual photo book. A non-edited, largely without commentary, photo-dump of the previous year. Our 2016 family photo book was entitled “2016, we survived”. It was a year in which we re-launched Abel with a toddler and newborn in tow. At the time, “we survived” seemed to say it all. However, looking back at our 2016 photo book, I don’t see tired faces in survival mode (well, a few!). Instead, I see a lot of joy and memories that I wouldn’t depart with for the world.

I’m certain my photo-taking had a strong bias to the good, not the hard times. Even so, the trying times I did capture on film, given a little space are now highly amusing, charming even. A bit of space seems to do that – put the past into perspective. I think I speak for most of the world when I say 2021 has felt like an emotional roller coaster, an utter challenge of a year.

One of my favourite anecdotes to share with the team is this video “How do lobsters grow”. In order to grow a new shell, the lobster must go through an uncomfortable process of out-growing its existing shell. The discomfort is a necessary and pivotal part of growth. When the going is particularly tough, I turn to my husband or the team and say “this feels like a lobster moment”.

Today I’m going to skip past the challenges of 2021 and head straight to the charming reflections. While it’s been a tough year, it’s also been a great year and I couldn’t be prouder of what our little team has achieved. We have much to celebrate, and appreciate all of you who’ve been a part of making 2021 a great year.

Sample sale madness with Grace and Bonnie packing up New Zealand orders.
Taking time out for inspiration, Frances our Founder and the NZ team on a field trip to the iconic Wellington Athfield house.
Frances with her brother and Architect James Durcan working on the Fabriek plans from the roof terrace.
Our beach clean event with our stockist Good As Gold.
Eugie our international sccount manager planting native New Zealand Kowhai for Earth Day.
Tiny helpers, Frances’ sons Rufus and Arthur roped in as assistance for our Most Loved photo shoot alongside prop designer Oscar Mavropoulos and photographer Grace.
We told people it wasn’t pretty before we started! The “before” photo in the Abel Fabriek.
Behind the scenes shooting the video for our Limited Edition Layering Set with Director Josiah Watson, DOP Jacob Munro and Grace.
Next steps for Nurture - a creative session in Amsterdam with our collaborators Gray Label and Space Studio.
Our international team celebrating a great first six months of the year together in Amsterdam.
…And our NZ team celebrating from our new local Rita in Aro Valley
Almost there...
A small window for travel… our Sales Manager Marieke in Manhattan with our US distributor.
Our Account manager Eugie Boyd getting her hands dirty cleaning, planting and worm-farming on our Aro Valley Roof terrace.
Siobhan our Operations and Impact Coordinator working in the Fabriek on our first New Zealand production line...watch this space.

All our thanks and best wishes for 2022,
The Abel team
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