Meet Whitney Weber

Alright – so today we’ve got the honor of introducing you to Whitney Weber. We think you’ll enjoy our conversation, we’ve shared it below.

Whitney, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

Here’s the expanded, personalized response:

I’ve always been a storyteller at heart. From a young age, my imagination was rooted deeply in the realms of fantasy and folklore. My love affair with the magical began with faeries and fantastical creatures, as I poured over the works of Brian Froud and found myself enchanted by films like The Labyrinth and The Dark Crystal. As an avid reader, I was drawn to fairytales and the strange, unusual worlds they invited me into. Later, I fell into the spellbinding grandeur of The Lord of the Rings, listening to Enya on repeat as I daydreamed about far-off lands and mythic adventures. Those early influences became the foundation for my lifelong passion for creating worlds full of whimsy, magic, and mystery—worlds that feel as though they could exist just beyond the veil of reality.

This love of fantasy led me to pursue the tactile arts and storytelling as a career. I studied stop-motion animation in college, where I fell in love with the hands-on, intricate craft of building worlds frame by frame. Stop-motion was the perfect intersection of narrative and tactile creation. As I graduated, I shifted my focus to visual development for film, where I conceptualized and illustrated imagined realms. Yet, even after years of study, I longed for something more personal—a way to combine my stories with artistry that people could experience in their own hands, in a way that felt closer and more tangible.

After college, I began selling my illustrations at comic conventions, hoping to break into an evolving and uncertain animation industry. I displayed digital prints, hand-sculpted clay figures, and small pieces like pins and stickers, doing everything I could to bring my creations to life. Over time, I heard a recurring phrase from customers: “I love your art, but I don’t have room for prints—I wish I could use it on something.” Their words planted the first seeds of inspiration for what would eventually become Sidhe and Shadow.

In 2019, I set out to build a business where my art and storytelling could live on beautiful, functional products. I hand-drew labels for my very first bath soaks and began crafting small-batch creations that combined fantasy, folklore, and sensory experiences. As I refined my ideas and dove deeper into formulation, I discovered I not only had a knack for the scientific process of product creation, but I genuinely loved it. What began as a rotating mix of art goods and bath products blossomed into something far more intentional and immersive. In 2022, I officially transitioned Sidhe and Shadow into a fully realized beauty and lifestyle brand. Our debut collection of perfumes was a huge hit, proving that storytelling-infused products could inspire a loyal following.

Today, Sidhe and Shadow represents the culmination of who I am as both an artist and a person. Every element—from the hand designed labels of curated vintage artwork to the carefully blended botanicals and fragrances—tells a story. Each collection explores new themes rooted in folklore and fantasy. Our brand is completely guided by the magic of storytelling, infusing every product with an intentional blend of beauty, enchantment, and craftsmanship. It’s a brand that marries rich narrative with faerie-inspired fantasy, vintage maximalism, and a modern, artful touch. MYyintention is that Titania, Arwen, or Galadriel would have my products on their own vanity. My purpose has always been to craft worlds full of wonder, and with Sidhe and Shadow, I finally found the perfect way to share those worlds and all of the most unique parts of myself and my life story with others.

Thanks, so before we move on maybe you can share a bit more about yourself?

At Sidhe and Shadow, I create immersive, fantasy-inspired beauty and lifestyle products that blend storytelling with artisanal craftsmanship. Everything I design is steeped in folklore, magic, and the enchantment of faerie tales, from handcrafted botanical formulations to intricately illustrated labels that bring each product’s narrative to life. What makes my work so special is the combination of tactile artistry and rich storytelling—every perfume, skincare product, and haccessory is more than just a thing to use; it’s a portal into an imagined realm. I want customers to feel like they’re stepping into a fairytale with each product they touch.

What excites me most is how much creativity and world-building I get to pour into every aspect of my brand, since I started as a writer and illustrator. Each product line draws inspiration from different mythic themes. For example, our 5 Circles of Magic featured in our collections take customers on a journey through realms of forest spirits, celestial beings, and twilight faerie revelries. Every detail—from ingredient selection to packaging—reflects these stories. I personally design and curate every label, curating vintage illustrated and painted elements and hand-drawn assets to craft visual worlds that are as intricate as the products themselves.

Something I’m especially thrilled about right now is our expansion this year into cosmetics! Since the brand’s full switch into formulation I knew skincare and cosmetics were something I wanted to dive deeper into. We also have silk butterfly hair accessories coming very soon to our shop and I’m so excited to be able to finally share those with customers.

At its heart, Sidhe and Shadow is an expression of all of my lifelong loves and passions. Weaving together the beauty of fantasy with the joy of everyday ritual is an experience I love being able to provide my customers.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back on my journey with Sidhe and Shadow, I believe three qualities have been the most impactful in helping me build my brand and grow as an artist and entrepreneur.

First, being a lifelong learner with an insatiable curiosity has made all the difference. I’m constantly experimenting, testing new ideas, and learning from both success and failure. In building a handcrafted beauty and lifestyle brand, there’s a scientific process to formulation that requires patience, trial, and error. I’ve never been afraid to embrace my curiosity or pivot when a creative experiment didn’t work out as planned. This openness to growth and learning is what led me to discover my passion for product formulation in addition to the artistic side of my business.

Second, the ability to play and nurture a childlike sense of wonder has been essential. Sidhe and Shadow thrives on the magic of imagination, nostalgia, and fantasy. My love for faeries, folklore, and enchantment has been with me since childhood, influenced by creators like Brian Froud and soundscapes like Enya’s music. I believe holding onto that childlike spark of wonder—and infusing it into your work—is a superpower. My advice is to lean into your passions and never feel embarrassed about them. Creativity often flourishes when you approach your work with a playful, adventurous spirit.

Finally, one of the most difficult but empowering lessons I’ve learned is knowing your value and standing firm in it. Many times, people have tried to undervalue my work or take advantage of my creativity. It’s been crucial to guard my worth fiercely and refuse to let others diminish my light. If you’re just beginning your creative journey, remember: you have something unique to offer. Be confident in your vision and willing to say “no” when something doesn’t align with your worth. Protecting your boundaries and believing in the value of your work is one of the greatest acts of self-care as a creator.

Most importantly, be patient with your process. The road to building something meaningful takes time. I started Sidhe and Shadow during the height of a global pandemic in 2020, and it took nearly three years of testing, iterating, and developing before I had my first finalized labels and cohesive brand direction. Don’t underestimate small wins—every step forward, no matter how minor it seems, is progress. Much of your journey will be unseen, like the submerged layers of an iceberg, so be kind to yourself and trust the process. Your unique voice and vision are what set you apart—there’s no one else in the world doing exactly what you do, in the way only you can!

Stay curious. Stay playful. Stand tall in your value. And never stop believing in the magic you create.

What’s been one of your main areas of growth this year?

It’s hard to narrow down just one area of growth from the past year, as I truly feel like I emerged from a full-on yucky cocoon, haha! But if I had to choose, there are two areas that stand out the most:

First, self-confidence—specifically, feeling firmly rooted in my uniqueness and embracing how that makes me special in both life and my industry. This year has been filled with tests. I lost my creative spark, faced moments where people treated me as though I didn’t matter as a business or individual due to metrics like follower count, and struggled to feel seen. But through these experiences, I’ve grown closer to a community that uplifts and wholeheartedly believes in my work. The unwavering support from people who champion my artistry has helped me reclaim my spark and remember my worth. Confidence is a journey, and this year taught me that standing firmly in your authenticity is where real magic happens.

Second, work-life balance. As a small business owner, there is always more to do—more emails, more orders, more planning, more everything. Earlier this year, I fell into the trap of working nearly around the clock. My business consumed my entire existence. I stopped prioritizing my health and mental well-being, and I began to feel resentment rather than passion. It all came to a breaking point when I felt like I wanted a “divorce” from my brand. I knew I needed a reset. Taking three weeks away gave me the space to reflect and reminded me how much I love what I do. I also realized that burnout never leads to success—only to exhaustion and disillusionment.

Spending time with a friend’s larger brand recently further solidified this truth: there will always be more work to do, and without boundaries, you’ll never find peace. Setting real work hours, stepping away from screens, and creating boundaries for emails and calls have been transformative. Sustainable success isn’t about working harder; it’s about working with intention and leaving room for rest.

Contact Info:

• Website: https://sidheandshadow.com
• Instagram: https://www.instagram.com/sidheandshadow/
• Facebook: https://www.facebook.com/sidheandshadow
• Other: https://www.etsy.com/shop/SidheandShadow

Image Credits

Whitney Weber