We’re excited to introduce you to the always interesting and insightful Jasmin Williams. We hope you’ll enjoy our conversation with Jasmin below.

Jasmin , appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?

The idea for in Perennial was born from one of the most challenging times in my life. In 2021, I was struggling with depression and found myself in a dark place, feeling overwhelmed and disconnected. I decided to seek therapy, and during one of my sessions, my therapist suggested journaling as a way to process my emotions. At first, I was hesitant, unsure of how something so simple could help. But as I began to write, I realized how powerful it was to pour my thoughts and feelings onto the page without judgment. It became a safe space where I could be vulnerable, reflect, and begin to heal.

Journaling became a lifeline for me—a tool that allowed me to navigate my emotions, regain clarity, and find beauty in small moments. During this journey, I realized the transformative power of writing and how it could help others, too. However, as I searched for stationery products, I noticed a lack of options that truly inspired creativity, mindfulness, and sustainability. I wanted something that not only served a purpose but also felt intentional and uplifting.

That’s when the idea for in Perennial came to life. I envisioned creating stationery that could be more than just functional—it could be a companion in people’s journeys, just as my journal became mine. I wanted to design products that inspire creativity, foster mental well-being, and promote sustainability, all while helping others find balance and self-expression.

What excites me most about in Perennial is its ability to solve multiple problems at once: providing tools for emotional growth, helping people stay organized, and offering eco-friendly options to align with a sustainable future. This business is deeply personal to me because it’s not just about selling products—it’s about creating something that can support others in their moments of vulnerability, just as journaling supported me. Seeing others find peace, clarity, and joy through something I’ve created is what makes this endeavor so worthwhile.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Jasmin and I’m the founder of in Perennial, a stationery brand that combines creativity, mindfulness, and sustainability. My journey into this industry began in 2021 during one of the darkest times in my life. I was struggling with depression and turned to therapy for help. One of the recommendations from my therapist was to start journaling—a simple act that profoundly changed my life. Writing in a journal became a safe space where I could express my emotions, organize my thoughts, and be vulnerable without fear of judgment. It was through this deeply personal experience that I realized the power of writing and how it could help others as well.

With that revelation, I decided to create in Perennial, a brand that reimagines stationery as a tool for self-expression, mental well-being, and connection. My products include beautifully designed journals, planners, and other creative stationery items, all made with sustainability at their core. I focus on crafting items that are not just functional but also inspiring, helping people organize their lives, channel their creativity, and find moments of mindfulness in their daily routines.

What sets in Perennial apart is its heart and purpose. This brand isn’t just about selling products—it’s about creating meaningful tools that empower people to embrace balance, self-expression, and intentional living. Additionally, sustainability is at the core of everything we do. From eco-friendly materials to biodegradable packaging, I’m committed to reducing environmental impact while offering products that customers can feel good about using.

I’m most proud of the way my brand has already begun to create a positive impact. Hearing from customers who say that our journals have helped them process emotions, set goals, or reconnect with themselves is incredibly fulfilling. It reminds me why I started this journey in the first place.

For anyone new to in Perennial, I want them to know that this brand is more than just stationery—it’s about creating space for creativity, mindfulness, and growth. Whether it’s through journaling, planning, or capturing memories, I hope our products inspire people to live intentionally and embrace the beauty of small, meaningful moments.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Yes, Diary of a CEO by Steven Bartlett has been a significant influence on my entrepreneurial journey. The book dives deep into the real, unfiltered challenges of building a business and offers insights that resonate with anyone navigating the ups and downs of entrepreneurship. His honest storytelling and lessons about resilience, self-awareness, and the importance of purpose have shaped how I approach my business. It reinforced the idea that authenticity and staying true to your mission are key to long-term success.

Another takeaway from Diary of a CEO is the importance of balancing ambition with self-care. As someone who has experienced mental health challenges, this perspective deeply resonated with me and has inspired me to build in Perennial as a brand.

Can you talk to us about how you funded your business?

Starting in Perennial was a deeply personal journey, and I knew from the beginning that I wanted to bring my vision to life, no matter what it took. To fund my business, I used my personal savings and bootstrapped my way through the initial stages. Every dollar I invested represented my belief in the power of this idea and my commitment to creating something meaningful that could make a difference in people’s lives.

Since I was funding the business myself, I quickly learned the importance of researching and learning as I went. I spent countless hours reading, watching tutorials, and diving into resources about product design, sustainable sourcing, and marketing strategies. Every decision—whether finding the right materials, designing my first product line, or building an online presence—was informed by self-teaching and a willingness to adapt. The process wasn’t always smooth, but each challenge pushed me to grow and refine my vision.

Contact Info:

• Website: https://www.inPerennial.com
• Instagram: https://www.instagram.com/inPerennial
• Facebook: https://www.facebook.com/inPerennial