Read our interview with Lillian Henke, the creator behind Fern Hollow Co.
Can you introduce yourself to our readers?
Hi! I’m Lillian, a 2x business owner who travels full-time. My first business is my virtual assistant company, and the second is Fern Hollow.
Fern Hollow started when I was putting together a print shop for a photographer client. I saw the potential of print-on-demand and wanted to start drop shipping clothing. But when I was ready to order samples, I wasn’t happy with the quality. I didn’t want to be just another fast-fashion brand selling low-quality products. At the same time, I didn’t have the money or space to create custom clothing myself. That’s when I leaned into my love of stationery!
Ever since I was a kid, I’ve been obsessed with all things stationery—from stickers to planners to pens, I love it all. The more I worked on my rebrand, the more I fell in love with this new direction. I want Fern Hollow to be a cozy, welcoming space where anyone and everyone can find something they adore. Lately, I’ve been leaning more into cottagecore and whimsical vibes for my next launch, and I’m absolutely loving it!
What are you inspired by?
One of the people who inspires me the most is my mom. She was a stay-at-home mom for most of my childhood, and I’m the oldest of five siblings. Recently, she went back to school to get her master’s in psychology, and I am so proud of her.
I strive every day to not only make her proud but also to be a role model for my siblings. I want to be the best big sister I can be and show them that they can do anything and everything they set their minds to in life.
We noticed that traveling is a big inspiration for Fern Hollow Co. Can you tell us about your most memorable travel experience?
It’s so hard to pick just one! I have been so blessed to see so much of the world, but I think my favorite place I’ve traveled to is Monterey, California. It’s such a gorgeous place, and the way the air is so much cooler than the rest of the state makes it feel like a little bubble away from the world.
While I was there, I went on a whale-watching tour because I am absolutely obsessed with orcas—I could talk about them all day! I didn’t get to see one, but I did see a humpback whale, which was still such an incredible experience. Being out on the ocean makes you feel so small in the best way.
What is your preferred medium and why?
I do all of my work on my iPad. For a long time, I thought I was really bad at art, but I recently got back into it. Using my iPad makes it so much easier to fix mistakes and export my designs, which has helped me gain confidence in my creativity.
How do you deal with moments of creative block or self-doubt?
I struggle with imposter syndrome a lot. For me, the best way to restore my confidence is by looking at everything I’ve created so far—things I made entirely on my own, without any help. It reminds me that I am so much more talented and worthy than I often give myself credit for.
Why did you decide to start your own business?
I started my business for a few reasons. One was so that I could travel full-time while still having something meaningful to fill my days. The second reason was that I really struggled to choose what I wanted to do with my life.
At first, I thought I wanted to be a teacher, then I switched to psychology, then communications, then dietetics, and finally general studies—and that was all before I even got my associate’s degree! Eventually, I started my business, and now I couldn’t imagine my life or career any other way.
If you could restart your small business journey, what would you do differently?
I wouldn’t give up!!! When I first started my virtual assistant business, I felt defeated because I wasn’t landing clients and I gave it up for about a year. I ended up trying again and I’m sooooo glad I did!
Is there anyone that you would like to thank?
Yes! The artist I work with for some of my more intricate designs I’m not sure I can do myself, @gingerandtwineco, and my mom and dad who have completely and totally supported me every step of the way.
And of course, here’s some photos of Lillian’s pets, Pinto and Remi!
Images included in this article belong to Fern Hollow Co.
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