Founder's Diary ~ The Story Behind Our Little Pink Rabbit

At first glance, Cocus Pocus might seem like a brand full of whimsical products and feel-good slogans. But if you dig a little deeper, you’ll uncover a story of survival, resilience, and hope—one that’s embodied in a small pink rabbit sticker found on every order we ship.

The Spark of Something New

Before Cocus Pocus came to life, my world looked picture-perfect. I was married, had three beautiful kids, and worked as an executive in the beauty industry for brands like Dior and Sephora. On the surface, everything seemed flawless. But beneath the facade, my life was far from it.

I was living in a marriage marked by intimate partner violence (IPV). The same career that seemed to define me was deeply tied to that abusive relationship. When I finally spoke out, my entire world unraveled—my marriage, my job, everything I had worked so hard for. It was the lowest point of my life.

During those dark days, I found light in the smallest of things—like a witty slogan on a t-shirt or a cozy bathrobe that provided comfort. Little by little, I began channeling my pain into creating these comforting, joyful items. That’s how Cocus Pocus was born—not just from heartbreak but from the hope of something better.

Fired, Divorced, and Determined

Then came the pandemic, and the hits just kept coming. As a single mother of three, the financial strain was unbearable. When I asked for a raise to support my family, I was fired instead. I had to figure out how to support my kids with nothing but sheer determination.

That fear, though, ignited a fire within me. I poured every bit of stress, worry, and anxiety into building Cocus Pocus. Every product in the shop represents that fight to rise above rock bottom and create something meaningful out of chaos. I don’t have all the answers, but I know one thing: this brand wouldn’t exist if I hadn’t refused to give up.

A Creative Outlet That Saved Me

In the hardest times, I found solace in creativity. Whether it was embroidery, crafting a new slogan, or simply losing myself in a new design, these small acts of creation became my lifeline. They were tiny glimmers of hope, moments where I could forget the weight of the world for just a little while.

It started with simple things—a funny meme on a t-shirt or a quirky water bottle design that made me crack a smile. Slowly, those small moments of joy turned into ideas. I thought, if something this small can make me smile, maybe it could do the same for others. That’s when I started creating the pieces that would eventually become the backbone of Cocus Pocus—each stitch and word helping me rebuild and reclaim a piece of myself.

Today, those creations are out in the world, bringing joy and comfort to others, just like they did for me.

The Story Behind Our Little Pink Rabbit

By now, you’ve probably noticed a small pink rabbit sticker on your order. It’s not just a cute touch—it’s a symbol of solidarity and strength.

That pink rabbit represents the journey that brought me here, but it’s also a nod to everyone who has faced their own battles. The people who help pack your order have their own stories too, and many of them have experienced IPV just like I did. The rabbit is our quiet reminder to you that none of us are alone. We’re all part of a community that lifts each other up, spreads joy, and refuses to give up.

Next time you see that little pink rabbit, know that it’s more than a sticker—it’s a symbol of resilience, hope, and the belief that even in the darkest of times, we can create something beautiful.

With love and magic,

Deborah