Our Story .

Per·sist·ence /pərˈsistəns/ noun

1. The quality of not giving up until you succeed.
2. When determination exceeds doubt.

The idea for Persistence has been rattling around my mind for years, but when Covid hit and the world changed in 2020, I knew it was time to make it happen. Persistence is born of my need to create beautiful things that are actually useful. The goal is a world where we have fewer things, but we choose them wisely.

When getting started, I had a mantra that I'd repeat to myself whenever I hit a roadblock: “Nothing replaces persistence.” This reminder to keep pushing forward was so essential to getting the company started that it seemed only natural to make it our name.

I hope that your Persistence bag will serve as a small reminder each day that nothing replaces persistence.