We were lucky to catch up with Jessica Azar recently and have shared our conversation below.

Alright, Jessica thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

About The Sundry(My Emotional & Energetic Wellness Studio)-

I vividly recall an early stage in my recovery from Complex PTSD when I realized I had no true understanding of what self-care really meant. One thing was certain: my regular pedicures, while enjoyable, weren’t cutting it. As I delved deeper into healing my nervous system, it became increasingly clear that, as a society, we often overlook what it truly means to care for our emotional and mental well-being.

The vision for The Sundry emerged from this realization. I wanted to create a place people could turn to during the heavier moments of life’s journey, offering them both encouragement and support. My goal was for The Sundry to feel like stepping into your best friend’s home—a cozy kitchen where, instead of food, the shelves are stocked with items that empower you to tend to your needs in a modern and meaningful way.

Beyond the thoughtfully curated self-care and gifting market, The Sundry features three unique spaces designed to host both one-on-one sessions and group events, providing a welcoming environment for personal growth and healing.

About my freelance design services-
Bringing the vision of The Sundry to life has been one of the most fulfilling and transformative experiences of my life. The process of turning a concept into an actual brand and business is incredibly gratifying, which is why I also take on freelance design projects to help other visionaries bring their ideas to life. I’ve built brands and websites for everything from online tea markets to a functional women’s health providers. The constant creativity has been therapeutic in ways I was not expecting.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

In 2021, I found myself facing a profound low—depression and anxiety had taken me to the brink, and the weight of suicide ideation was heavy. I knew that if I ever wanted to rediscover true happiness and wellness, I had to make transformative changes, beginning with leaving behind the familiar yet harmful patterns that had shaped my life for too long.

This journey really started in 2016, after the birth of my second child, which was my seventh pregnancy. I felt like I was drowning in postpartum depression, though no one seemed to recognize its severity. Just ten months after his birth, I underwent a total hysterectomy on medical advice. This major surgery sent my mental health spiraling even further, leaving me feeling disconnected and destabilized.

And then came the pandemic. Like so many others, the isolation, uncertainty, and collective trauma compounded everything, and soon I was facing a nervous breakdown. It became painfully clear that I could no longer continue with my life as it was. So, I made a choice that was both liberating and terrifying: I left my career. There was no backup plan or next step other than a commitment to heal my shattered nervous system. The departure from a familiar, “successful” identity felt like a true death of the ego. I was so used to introducing myself by my career title, and letting that go was one of the scariest things I’ve ever done.

For the next six months, my sole focus was therapeutic self-care. I delved deep into practices that allowed me to begin healing from within. During this time, an idea started forming, one that would eventually grow into a tangible vision: The Sundry. I thought back to my early days of postpartum depression when I had confided in my OB, only to receive a prescription for antidepressants with little mention of holistic options. I couldn’t help but think how different things might have been if she’d also suggested a place where I could have gone for a sound bath, a meditation class, or other forms of healing and connection—something that addressed the soul, not just the symptoms.

Today, I am the proud owner and creative force behind The Sundry. It’s a place where people can find support, community, and empowerment during life’s darker and more difficult moments. It’s a place I wish I would have found all those years ago.

How’d you build such a strong reputation within your market?

Building The Sundry without an official marketing budget has been an incredible journey of connection, rooted in my commitment to show up authentically and share my story with openness and kindness. Rather than relying on traditional advertising, I’ve leaned into the power of community and word-of-mouth by being fully present as my true self. My own experiences of struggle and healing have become my message, resonating deeply with others who find comfort and validation in knowing they’re not alone. This approach has created a ripple effect, as people feel inspired to share The Sundry with friends and loved ones, fostering genuine growth.

Showing up with only kindness in my heart has helped build trust, which has been instrumental in growing The Sundry. When people enter this space, they see not just a business, but an extension of my personal journey and a safe haven designed with care. This sense of sincerity and warmth is something people can feel and appreciate, and it encourages them to become part of the community. Many clients become advocates, sharing their positive experiences in conversations and on social media, helping to expand The Sundry’s reach organically. This foundation of trust and kindness has been invaluable in establishing a loyal and engaged following without spending a lot of money.

Can you talk to us about how your side-hustle turned into something more.

When I started building The Sundry’s website, I had no formal experience in web design. Every design choice was a learning opportunity, and I found myself fascinated by how visual storytelling could bring an idea to life. Over time, those trial-and-error lessons blossomed into a skill set I never expected to have.

Now, I offer freelance web and graphic design services directly from The Sundry, helping others shape their dreams into functional, beautiful digital realities. This skill has proven to be a lifeline more than once, bringing in pure profit when cash flow needed a boost.

What I love most about this work is the opportunity to collaborate with other visionaries. Supporting people as they bring their ideas into the world is endlessly inspiring. Whether I’m designing a website for a new business, creating branding materials, or fine-tuning an existing platform, I get to witness firsthand the excitement and pride that come from seeing a vision fully realized. Knowing I’ve contributed to that joy is profoundly rewarding and truly feeds my soul.

Contact Info:

• Website: https://www.thesundrykc.com
• Instagram: https://www.instagram.com/thesundrykc/
• Facebook: https://www.facebook.com/TheSundryofKC
• Linkedin: https://www.linkedin.com/in/jessica-azar/

Image Credits

N/A all images were self captured