My Story

Celebrate the everyday things 


I'm a purveyor and curator of design with a dual mission: build a more balanced relationship with our things and discover objects worth owning. 

Minimalism is a publication and concept shop for fellow design enthusiasts with discerning taste. It's a new way to discover minimalist brands worthy of your desire via: 

Curated collections – tightly edited shop of everyday essentials by lifestyle theme 

Premium parcels – subscription to assembled sets of luxe goods delivered quarterly

Contextual editorials – short stories about minimalist brands, experiences, and ideas


Founder's Note

I'm Aja Nicole Edmond, the "chief curator", and I've been a minimalist for most of my adult life. As I started to develop a strong aesthetic sensibility it created a conflict: how can I reconcile my views around simple living with my appreciation for beautiful, well-designed things?

Minimalism is a project born out of that tension. After recognizing that extreme minimalism is no better than extreme consumerism, I sought to define a more balanced perspective for myself and others. 

This destination is an intentionally small labor of love run by myself and a few like-minded supporters. My desire is simply to have a thoughtful conversation around the objects we integrate into our lifestyle, and to support brands that design endearing goods worth owning.


Popular Editorials


Select Press


Fast Company

Apartment Therapy





Design Taxi



Brand Partnerships

I collaborate with a limited number of designers, brands and retailers via customized sponsored stories, affiliate programs, or wholesale agreements.  Contact me to learn more. 



Minimalism is a member of the Minimalism & Co. family of brands. My portfolio includes Purvey, a brand design curator and marketing consultancy, and Unadorned, a simple living journal.