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Article: I Used to Daydream About This Aisle (Now We're In Target!)

I Used to Daydream About This Aisle (Now We're In Target!)

Four years ago, I was in the middle of IVF, not knowing if I would ever become a mom. The vision of my brand at Target was my happy place during that time. I’d walk the aisles and let myself picture two things: my brand sitting on those shelves, and a little girl holding my hand while I showed it to her. Many days, that daydream was the brightest spot in my life. Today, Eseley is officially in 300 Target stores, and I got to walk in and see it with my husband and our daughter. I’m still pinching myself.

The walk in. Four years ago, this exact moment only existed in my imagination: me, my husband, and our girl, heading into Target to see Eseley on the shelf. Now I have the photo to prove it.


There it is: Eseley, on the shelf at Target, with our name on the sign. I’ve pictured this view more times than I can count, and seeing it in real life hit completely differently. Every bag on that shelf started with a problem one of you told me about, and we spent four years solving it.

Yes, I bought my own products. All of them. When you’ve spent four years dreaming about something, you don’t buy just one. I also gifted a few people in the store!

Okay, this is the part that got me. Whole sections were already cleaned out, and that’s all because of you. If your store is out of stock, check the Target app for availability at stores near you and keep an eye on it. Thank you for showing up for this brand the way you have.

And this is the part of the daydream I didn’t dare say out loud. Four years ago, I didn’t know if I’d ever have a little girl to bring here. Now she’s here, right in the middle of it, and the dream I was holding onto is real in every way. Eseley started as a list of everyday problems you told me about, and every product on that shelf exists because of you. If you spot us at your local Target, snap a pic, and tag me. I want to see you in the aisle!

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