Founder, AllSwell Creative
Hi Laura! Can you start by telling us a little bit about yourself and your childhood?
I grew up splitting my time between my parents in the East Village, NYC and Westchester County. It was a pretty great set up. I was able to play flashlight tag, safely run around in nature unattended and then go to New York City where I was exposed to the grit of the city, culture and diversity.
My late father spent his entire career working in publishing. It’s clear that his appreciation for the written word got passed down to me. And all that time I was fortunate to spend outdoors largely unsupervised instilled a practice of noticing, witnessing and being present to the natural world in an unhurried way that is also woven into the AllSwell experience.
What is the story behind AllSwell? How was this project born?
As a lifelong journaler I was familiar with the mental, emotional and physiological benefits but I recognized that the practice had a pretty significant PR problem. About 8 years ago I started with design-centric, gender neutral products as a way to dispel some of the teen-girl angst associations and it has grown in multiple directions.
When did you start journaling and why are you so passionate about it?
I started journaling really young - I think I was 6 or 7 - when a family friend gave me my first journal as a gift. It had a gold lock on the side and I’d start every entry with “Dear Diary” as if I were confiding in a friend.
Naturally, my journaling practice has evolved considerably since then. I now use it for visioning, increasing creativity, taking care of my mental and emotional well-being, for making big decisions and of course for confiding what feels like it cannot or should not be said aloud.
How can journaling support our mental health and emotional wellbeing?
All-day long we are deluged with prompts to respond and react. How can you tune in what’s true for you, what your real voice sounds like, not in relation to someone or something else? That can happen on the page. No judgments, no likes, no audience. It’s such a relief.
And by taking the time to express yourself in this space you’re also tapping into a well-spring of internal wisdom. And there are so many additional upsides. You’re even strengthening your immune system. You don’t need an appointment or a special outfit or a co-pay. It’s available 24/7 and the cost barrier is minimal.
Please tell us about your daily journaling rituals. Any secret questions to answer on a daily basis?
I tend to journal twice a day. In the morning I mix it up. I might record a dream I had the night before, write out a gratitude list and do a little visioning session. Or flip open my favorite book of poems from Hafiz and use one of them as a prompt.
At night in bed I write down anything banging around in my head that I need to get down on the page. I list out my to-do’s for the following day so I have them all in one spot. I find this helps me sleep more soundly, and recently there have been studies that specify that journaling before bed can lead to deeper and longer periods of R.E.M. state.
I created a deck of journaling prompts at the request of my community. If you’re a newbie journaler or want to elevate your game, it’s a user-friendly, analog tool to help you stick with and enjoy the process.
Many people tend to start journaling but struggle to stick with it. Any tips on becoming consistent?
There are a lot of preconceived notions about journaling that aren’t helpful. For instance, you have to sit down for a 25 minute session in a beautiful setting and end up with writing that sounds like Joan Didion. But that’s absurd. The whole point is that there’s no third party reader. You’re not writing for anyone else, it’s intentionally private. In all the studies I’ve read not a single time did grammar, quality of handwriting, or punctuation factor into whether the activity was beneficial. Give yourself permission to be present to what emerges on the page. And if the critical voice starts to emerge just notice it - and continue writing.
And for those who are stuck, bust out The Deck of prompts or try what I call 4x4x4. Journal for 4 minutes a day, do it 4 times a week and try to stick with it for 4 weeks. Even the busiest people I know have 4 minutes available. You will probably end up writing for longer than 4 minutes some days. The 4x4x4 container is just a device to keep things attainable, and take some of the pressure off. Nobody needs self-care stress or journaling guilt.
AllSwell also offers workshops and coaching. Can you tell us more about these workshops and who are they designed for?
First of all - at no point in any of my workshops is anyone asked to read aloud from their journals. That would be incredibly anxiety producing and is directly at odds with the whole ethos of AllSwell.
The workshops were born out of consumer feedback. I’d already put the AllSwell journals into the marketplace and they were well received, but I was also hearing something that straight up shocked me. People were telling me that they didn’t know how to journal, they felt intimidated or that they were “bad” at it. In an effort to provide support, I create a curriculum that removes barriers and makes the act of journaling more accessible and enjoyable.
The setting is really important for the consumer experiences. It’s a moment. The table is beautifully laid out, all my guests’ needs are met - from water to snacks to great music while they write. Sometimes we add in a cocktail or little CBD / THC if appropriate. It’s all carefully executed to provide a supportive environment that establishes positive associations with journaling.
I also provide workshops in a business setting for brands and departments that are looking for ways to boost morale, creativity and group empathy. It’s remarkable how the experience translates for diverse businesses - from Violet Grey to venture capital firms. As skilled a facilitator as I may be, I think it’s really about the quality of the tools. Pen to paper works.
What can someone expect from a 1:1 Creative Coaching session?
These sessions are a fully bespoke experience. While I have a framework, there are no two sessions or coaching clients that are alike. There’s an intake form so I get a sense of what you’re looking for, where you are on the map. Then we dive in. I bring my 20 plus years of experience as a creative, a communications professional, a facilitator and a journalist to bear. If you’re bunched up and blocked, we untie the knots. Lack of vision, we craft one and map out the steps to get you there. Feel like you lost your voice, we help you reconnect with it. Have a fledgling business and not sure how to bring it out to the world, we hatch a plan. And sometimes people don’t even know why they show up, they’re just called to it. In those cases often the work is to find the “why.” And it’s all done with the utmost respect.
What is the main lesson you’ve learned from your journey as an entrepreneur?
To trust my gut - and to surround myself with good people. That’s the duality. Nobody else can tell you what’s really right for your business or brand. And also, get the best input and support you can from people who believe in your concept, have experience in the space and want to see you succeed.
Choose 3 words to describe the essence of your brand.
Tune in. Within.
Finally, what is your ultimate vision for Allswell?
I am trying to build a journaling movement. That’s my mission and vision. From veterans to athletes to teenage boys, I want to build a tent that is inviting and large enough for groups of individuals that might not otherwise find their way to the practice. People who journal are more likely to be compassionate, self-actualized and fulfilled. The world needs more of that.
