Who We Are
Meet Clare Carroll (she/her/sí)
Owner & Founder │ Of the Wild Wood
I have believed in magic for as long as I can remember. As a little girl, I was always in the forest chasing fairies and jumping through portals to other worlds. Against all odds, it’s a phase I’m thankful to have never grown out of.
I have spent my adult life working in various roles across the business and nonprofit sectors. Like many others, I have felt the mental, physical, and spiritual strain that often comes with working in corporate and profit-centered environments. Still, my deep awe and reverence for the magic of nature never went away. It’s from this enduring love of magic that Of the Wild Wood was born.
With so much of modern life feeling gray, inauthentic, and disconnected from the natural world, I wanted to create something to help reawaken the innate sense of wonder so many of us have lost touch with. Drawing inspiration from herbal traditions, folklore, my Irish heritage, and the epic fantasy worlds I’ve loved since childhood, I began making nature-inspired goods that bring a sense of whimsy into everyday life. Nothing beats the feeling of being at a vendor market and seeing someone light up when they pick up an Invocation Honey or a walnut tea candle!
But my vision for Of the Wild Wood extends far beyond the products I make and the work I can do alone. I dream of creating a place where people from all walks of life can gather, have uninhibited fun, explore their creativity, and share their knowledge. Of course, I envision a cozy little gift shop and apothecary at the center of it all, but my greatest hope is to build something that brings people back to nature, themselves, and each other.
Thank you to my family, friends, and customers for supporting my journey!
Our Partners
We’re proud to partner with Arose Herbals, a Duluth-based small business specializing in herbal remedies, consultations, and art by Irene Brassil. You’ll find Arose Herbals products with us at every vendor market!
Giving back is at the heart of Of the Wild Wood. A portion of our annual earnings is donated to the following nonprofit organizations whose work reflects our values:
Click on each nonprofit to learn more about their work!
“It is the small things, everyday deeds of ordinary folk that keeps the darkness at bay… simple acts of kindness and love.”