Wearable Art and Science: The Story Behind Woodsmoke and Willow

Hi, I am Katalin Wangler, the founder of Woodsmoke and Willow, an artisan jewelry and original art studio based in St. Albert, Alberta. Growing up in Central and Northern Alberta, surrounded by prairie and parkland just hours from the Rocky Mountains, I developed a profound appreciation for the natural world. I earned a Bachelor of Design in Industrial Design from the University of Alberta in 2000, where I cultivated a passion for model-building, immersive exhibit design, and scientific illustration. By the time I graduated, I knew I wanted to harness my design skills for an educational purpose. My career included illustrating for archaeological excavations in Cyprus and Pompeii and working as an Exhibit Designer at the Royal Alberta Museum before I paused my professional pursuits in 2005 to focus on raising my family. Today, I live in St. Albert with my husband and four children.

The Birth of Woodsmoke and Willow

Woodsmoke and Willow began almost by accident, born from creativity and problem-solving. Upon piercing her ears in the summer of 2020, my daughter Anna experienced severe allergic reactions to earrings made from low-quality, so-called “hypoallergenic” metals. Determined to find a solution, I researched materials and discovered titanium—a non-reactive, biocompatible metal used in medical implants. Together, my daughter and I explored working with polymer clay to create custom earrings that were both hypoallergenic and fun. What started as a solution to her allergy quickly became a deeply satisfying creative outlet for me.

When friends began noticing and asking to purchase our designs, I realized this hobby could become a business. Hearing from others who struggled with metal allergies further inspired me to make truly hypoallergenic jewelry accessible without design limitations. I began selling my handcrafted jewelry on Etsy. At first, I focused solely on creating things that inspired me without much thought about market trends. I have a deep passion for science, the natural world, beautiful places, and tiny details, and my work reflects these interests. Through experimentation and play, I developed a unique style that was equal parts fun, nerdy, self-expressive, and intricately crafted.

During this time, I also worked for an educational services company delivering hands-on science and art-based field trips to elementary classrooms. To enhance engagement, I created earrings that matched the content of the program I was teaching. This small effort made a big impact: students connected with me on another level and became significantly more engaged when I went the extra mile and “dressed the part.” This was especially noticeable during the pandemic when our programs moved online. In the challenging virtual setting where establishing connection was key, students would ask me to show my earrings up close on the screen and share other nerdy creations I had made.

I fully embraced the "Miss Frizzle" theme and went all out, creating earrings for every educational subject I could think of. I drew further inspiration from my sons' high school science curriculum, simplifying complex subjects into simpler designs. Adding teacher-themed earrings to my Etsy shop was a pivotal moment, driving demand and allowing me to transition from a part-time creator to a full-time artisan. I left my job, adapted my creative process, and balanced new ambitious business goals with motherhood.

Evolving from Artisan to Artisan Business

Every artisan reaches a point where a passion project must evolve into a sustainable business. I entered the Etsy marketplace when polymer clay jewelry was already a well-established trend that had surged in popularity during the pandemic. To stand out, I needed to differentiate myself.

I leaned into what inspired me most—creating intricately detailed pieces that, while more labor-intensive, were also deeply satisfying, meditative, and therapeutic to make. I love the process of tuning out the world and focusing on the smallest details.

Establishing myself as a detail-oriented artisan ultimately helped me carve out the niche I now occupy and allowed me to expand beyond Science and STEM themes. I began crafting detailed vignettes of birds, animals, and realistic natural landscapes. I created a collection of National Parks necklaces and highly realistic miniature charcuterie boards. The charcuterie boards, in particular, became a huge success. When I began promoting them on social media, people would tell me they never knew they needed salami hanging from their ears until they saw my platters! Charcuterie business owners described them as “wearable business cards.” Foodies, chefs, and hostesses embraced them wholeheartedly, especially as this coincided with the end of pandemic restrictions, and people reveled in the joy of gathering again.

While I knew my detailed work wouldn’t have the same mass appeal as trendy polymer clay jewelry, it attracted an audience seeking custom creations. Over time, I have made a wide range of custom earrings, ornaments, and necklaces—airplanes for a newly graduated pilot, replicas of bridal bouquets, pet portraits, custom charcuterie boards for specific businesses, sentimental childhood stuffy ornaments, and pieces showcasing a wide range of research interests. The sky was the limit for what I could create; I just needed customers to tell me their unique vision.

This journey helped me define my mission: to ignite joy, inspire confidence, and celebrate individuality through intricately crafted jewelry and art. When someone wears or displays their passions with pride, it draws people in. People ask questions and take an interest in your interests. Each piece becomes not just an accessory but a conversation starter and a story waiting to unfold. That all of this happens to be truly hypoallergenic, while still a key commitment of mine, is just icing on the cake.

Overcoming Challenges and Seizing Opportunities

Navigating the business side of artistry hasn’t always come naturally. As my business grew, so did the challenges. Social media algorithms often limit visibility, while changes to the Etsy marketplace make it harder to stand out. In response, I launched my own website to establish a dedicated platform for my brand and create a safeguard against potential disruptions. Learning web design was a steep curve, but the independence it provides is invaluable.

One advantage of my highly detailed work is its resistance to replication by fast-fashion giants like Temu or Shein. However, design theft remains a concern. While I haven’t been directly copied by the aforementioned companies, I have encountered instances where my images were stolen and used by bad actors to advertise my products on questionable websites at “half price.” Although I successfully issued takedown notices, there are no guarantees. This ongoing risk underscores the importance of investing in and maintaining my own website.

This year has opened the door to exciting new opportunities. I was honored to showcase and sell my work at a Biology Conference hosted by the University of Alberta. Shortly after, I participated in the Science Through Art exhibit at the Impressions of the Medical Sciences Conference at the University of Calgary. Recognition by professionals I admire has not only validated my work as a creative bridge between science and art but also highlighted how much people enjoy showcasing their passions through wearable designs. Looking ahead, I plan to expand my presence locally and explore partnerships that align with my creative vision.

Early in my STEM jewelry journey, I was approached by a local science center and a STEM-focused clothing company interested in carrying my products. At the time, I hadn’t yet developed the processes needed to efficiently produce larger quantities, and the reduced commission didn’t align with my pricing needs. Now, with nearly four years of experience, I’ve honed my techniques to improve efficiency and make production more scalable. This progress has prepared me to pursue wholesale opportunities with the right collaborators, an expansion I will turn my attention to in the coming year.

Lessons Learned

My business has grown through understanding my passions and translating them into meaningful creations for my customers. Along the way, I’ve learned the importance of embracing tools like email marketing, in-person selling, and scalable production techniques—all of which I wish I had adopted sooner. Furthermore, selecting an e-commerce platform with the features necessary for growth is something I wish I had researched more thoroughly because changing platforms at this point is going to be a massive undertaking.

To other artisans, I offer this advice: don’t shy away from learning aspects of the business that seem intimidating. Identify your “why,” and let that mission guide you. Create work you are genuinely proud of, that can outlive trends, and trust that with the right strategies and persistence, your efforts will be discovered, appreciated, and valued.

Woodsmoke and Willow’s journey has been one of creativity, growth, and resilience, and I’m excited to see where the next chapter takes me.

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