Maude & May
Turning Heritage into a Viral Home BrandThread Vision became the complete creative, production, and operational partner—transforming a deeply personal vision into a scalable, viral home brand through proprietary art, premium manufacturing, and global supply-chain execution.
Meet the brand
Maude & May is a premium home linens and tabletop brand founded by Talia Hubble, created to honor the legacy of her grandmother, Maude, and the art of gathering. The brand’s foundation was rooted in heirloom storytelling, hand-drawn florals, and thoughtful hosting—designed to feel meaningful, elevated, and timeless.
While the vision was rich and emotionally powerful, bringing custom artwork, complex textile construction, and global manufacturing together into a sellable product line was overwhelming without the right partner.
From Beautiful Vision to Executable Reality
Maude & May faced a rare but critical challenge:
The idea was strong—but the how was complex.
Key obstacles included:
- Translating original, hand-drawn art into production-ready textile designs
- Engineering premium home goods with non-standard construction (reversible quilting, luxury trims)
- Navigating global sourcing, pricing, and quality control without operational experience
- Managing the full supply chain without pulling focus from storytelling and community building
Without intervention, the project risked stalling at the concept stage—or launching with compromised quality.
The Thread Vision Solution
Thread Vision became Maude & May’s full creative and production engine, solving every layer from art creation to fulfillment.
Proprietary Art & Creative Direction
Thread Vision immediately removed the creative block by acting as Talia’s in-house creative studio. Our VP of Creative hand-drew all original floral prints, including the now-iconic Poppy design—ensuring Maude & May launched with 100% proprietary intellectual property.
This original artwork was applied across multiple collections, including:
- Poppy reversible placemats and coordinating napkins
- Lola placemats and coasters
- Cleo napkins
- Holiday and seasonal designs such as Holly placemats and Collette napkins
This commitment to original artistry became the brand’s core differentiator and long-term asset.
Innovation Through Problem Solving
During early production, Thread Vision identified a manufacturing challenge with placemats that could have resulted in waste. Instead of discarding them, we engineered a new product category—the Carryall Pouch—by repurposing the materials into custom zippered bags.
This sustainable innovation went viral on Tik-Tok after a major creator featured the product, instantly validating demand and turning a potential issue into a high-performing accessory line.
Premium Manufacturing & Materials
Thread Vision translated Talia’s vision of “heirloom quality” into tangible product details by:
- Engineering reversible, quilted placemats with clean finishes
- Sourcing durable, vintage-washed cotton for longevity and softness
- Introducing rare premium materials such as Swiss dot fabric for napkins
These elevated details justified premium positioning while remaining accessible to a modern home audience.
Global Sourcing & Operational Execution
To guarantee quality and margin protection, Thread Vision conducted dual development in India and China, comparing materials, execution, and pricing. This process eliminated guesswork and secured the best manufacturing partner without burdening the founder.
Thread Vision managed:
- Tech packs and measurement specs
- Fabric sourcing and color strike-offs
- Quality control and inspection reports
- Customs clearance and logistics
- Delivery and ongoing production planning
Immediate Proof of Concept
Maude and May: Achieved Immediate, Multi-Collection Sell-Out Success and Viral Authority after Thread Vision designed the original prints, engineered the custom products, and established the dual-country supply chain.
Key Outcomes & Brand Validation
- Immediate sell-through of the original Poppy placemat and napkin sets
- Viral success of the Carryall Pouch, validating creative reuse and innovation
- Strong demand for multiple reorders and seasonal collections
- Clear establishment of Maude & May as a premium, style-led home brand
- Complete operational relief, allowing the founder to focus on storytelling and community
The Impact: Brand Authority & Operational Peace
Thread Vision’s partnership enabled Maude & May to launch with confidence, scale intentionally, and maintain consistency across collections.
- A defensible, proprietary aesthetic that competitors cannot replicate
- Viral proof of concept without paid amplification
- Seamless expansion into new categories and seasonal drops
- Zero operational stress for the founder
- Long-term scalability built into every decision
Why This Case Study Matters
This case study proves that an exceptional “why” requires an equally strong “how.”
How did Thread Vision solve the creative challenge?
By becoming the brand’s in-house creative studio. Thread Vision translated Talia’s personal story into proprietary, hand-drawn artwork that became the foundation of the brand’s identity and sales.
What was Thread Vision’s most innovative move?
Turning a production flaw into opportunity. The Carryall Pouch was born from necessity and became a viral, high-demand product—demonstrating Thread Vision’s ability to solve problems creatively and profitably.
How did Thread Vision guarantee quality and pricing?
Through strategic dual development and full supply-chain control, Thread Vision secured premium quality at sustainable costs while shielding the founder from logistical complexity.
Conclusion
Maude & May demonstrates what’s possible when heartfelt storytelling meets disciplined execution. Thread Vision transformed a deeply personal idea into a category-defining home brand—handling the art, the engineering, and the operational engine behind the scenes.
We didn’t just help launch products.
We helped launch an heirloom business.
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