Author Amanda Demelo / Published: Feb-11-2021

Beulah (@beulah) has slowly become one of our all time favorite IG follows. I don’t know what it is about her that has us hooked. Is it the minimalist tips and inspiration? The daily matcha pouring into perfect cups content? Or maybe it’s that she started her own online clothing shop, donating 10% of all proceeds to Unlikely Heroes (@uheros, a non profit providing homes and services for victims of human trafficking around the world). Honestly, probably all of the above. Beulah and her husband are photographers, creatives, business owners, dog parents, and now on a new journey of adoption. Like most of us, they’ve used this unique season to juggle a few things and somehow it’s all seemed so natural.

Even starting her business, Goldmorning, was just an overflow of who she already was. After a period of selling her own unused clothes on IG for her followers, she sold out of her entire closet. “I was curious to see how a curate selection would do,” she said. “My husband and I were broke at the time; he had just moved from Canada and couldn’t get hired at a real job or collect a paycheck until he received his green card and photography business was slow for me. It was probably the worst time to invest into a business but we are where we are today because of Goldmorning, so that first thousand dollar swipe on the credit card was well worth it.”

Often times, you’ll hear designers and business owners say not to buy for yourself, but to buy for your customer, but Beulah completely left that advice behind. When choosing what to stock at Goldmorning, she says she pretends she’s shopping for herself. “If I don’t want it, why would I think anyone else is going to like it either? And not in an “I like it, so you will to” kind of way, I mean why would I sell to my customers anything less than what I felt served me well?”

So what can you expect to find in her shop? Beulah, having a minimal closet herself, stocks just what you would need. “Things that are classic, comfortable and well fitting."

And that’s one thing you can count on with Beulah. She’s true to herself in every aspect, including owning a business. “I always let my convictions lead regardless of income or success. I never feel like a failure if I’m able to look back and know that to the best of my ability I prioritized choosing what was right, true and good not only for myself but others around me.”

The thought of “minimal living” might intimidate some. But I’ve learned from watching Beulah that it really is just being purposeful with all that you do, buy, and wear. “I allow the standard for myself and the things I bring into my home to be high” she explains. “Really, if you think about it, a high standard means you respect yourself and value your time, space and energy, so I think it’s really healthy to practice

For example, if I’m thinking of buying a dress, I will make sure it fits well, the fabric is quality, I feel great in it, and the print/pattern is one that I enjoy. Never settle, because whatever detail it is that you find yourself compromising on, that's going to be that same reason you get rid of it later or feel sick of it. The filtering process is turned all the way up. If it meets the standard, it will most likely be around for a very long time and I will feel good seeing it in my home or closet. I’m reminded of the good choice I made instead of all the things I wish that item wasn’t or what it could be.”

Although it might sometimes feel otherwise, what we see on social media is just a sliver of who someone really is. So who is Beulah outside of all that? Her one word - goofy! “95% of my time home is me being goofy or doing anything to get my husband to laugh or roll his eyes and I go to great lengths to do that.”

In an era of impressing others and only including the highlight reel on social media, Beulah is true to herself and her values. She inspires us with her simple outlook on life and her love for all things bright, peaceful, and airy. If you’re looking for a good follow- make sure to check her out. She even has a highlight of some of her favorite Apotheke products.

What are they? “Any of the sea salt and grapefruit candles.”