It started, as many good things do, with a problem nobody had bothered to solve yet. Wendi Seger kept looking for products she actually wanted to use in her home and kept coming up empty. Clean ingredients. Real materials. Things that felt like somebody actually thought about them. Wendi’s Good Things Market was born from that season, and it has not stopped growing since.
That instinct traces back to her days running a farm-to-table restaurant with her husband, where she loved the alchemy of taking simple ingredients and turning them into something memorable. She also loved the moments when she’d overhear strangers at a neighboring table raving about the food, not knowing she was the one who made it. That particular feeling, of creating something that genuinely surprises people, never left her. When COVID arrived and the restaurant chapter closed, she started dreaming bigger. A vision board went up, covered in flowers and beauty and gathering spaces and growing things.
What’s on the shelves now is a little hard to categorize, which is sort of the point. Linen kitchen towels. Walnut utensils. Hand balm. Laundry detergent. Candles. Cookware. A growing body care line called Noelle Botanicals. Each product has a story, and most of them start pretty close to home. The hand balm came from watching her husband’s hands dry out from hard farm work. The laundry detergent came from her son’s severe allergies. The Noelle Botanicals line grew from her daughter’s love of growing things and her beautiful way of seeing the world. “Most of our products begin with a frustration,” she says. “I’m constantly noticing things I wish existed.”
Everything starts in the farm kitchen at Bloomstead Farms in Colorado’s San Luis Valley, where Wendi tests recipes, develops formulas, and hosts dinners all in the same space. As the brand has grown, she works with carefully selected partners who can scale things up without watering them down, but the standard never moves. “What I say no to very quickly is easy, fast, and cheap,” she says. “There are already plenty of products serving that purpose.”
Farming at high altitude on rocky, wind-swept land has a way of making you comfortable with that kind of stubbornness. Limitations are real, Wendi will tell you, but they don’t get to make all the decisions.
The Good Things
Colorado Fruit Orchards Body & Hair Oil, $22
Heirloom Comfort Laundry Detergent, $36
Farmhouse Reserve Buttermilk Pancake Baking Blend, $13
San Luis Valley Apple Butter, $14
The farm store is open Saturdays. The full collection is at wendismarket.com.
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