RoHaus & Co.

Paper Trails grew out of my classroom. Now it’s a deck of 50 travel questions in a tin.

Cozy Corner Post is our snail-mail club, with a printed card in your letterbox every month, and Long Story Long is our letter on Substack.

The name is Ro, Danish for calm, plus Haus, for home. Say it out loud and you get “row house”. My sister Avery drew the house in our logo and built the RoHaus identity.

My part is product design and research. I write and take photos too.

For years I taught multilingual learners. I made partner cards and sentence starters so they’d talk to each other before they had to talk about the lesson.

It worked in the classroom, and I think it works at a kitchen table too. A slide from my teacher trainings says it best.

“You’re hiking and spot an animal up ahead. Best-case animal? Worst-case animal?” We read it back off a screen and knew there was something here.

Every card front is one of our own travel photos, collaged by hand.

In July 2026 we cut the travel word from each card too. What’s left is a travel photo on one side and a question on the other.

So here’s how it plays. Pull a card, answer on instinct. Most rounds run 2 to 5 minutes, and the good ones wander longer. Passing is always allowed. So is making it up: what you’d invent says as much about you as what you remember.

That was 9 July 2026, with the startup community I work with in Leeuwarden.

Wanderings, the first deck, is 50 question cards in a printed tin. The cards are tarot-sized, 70 by 120 mm. There’s an English edition and a separate Dutch one, plus 21+ ways to play, with no scoring.

It’s a snail-mail club. We ran a pilot in the US from September 2025 to March 2026.

In August 2026 I noticed the Substack pledge screen was confusing people, so I moved the sign-up to a simple RSVP form on our own site.

Season 1 opened on 1 September 2026 through StampFans. Every month there’s 1 double-sided card, with seasonal art on one side and a small ritual on the other, mailed by the 15th to readers in 21 countries.

My sister Avery built the Cozy Corner Post framework.

In September 2025 the site was a Shopify template that sold 1 thing, a monthly Cozy Corner Post subscription.

The data showed us where to go next. Our Cozy Corner Post pilot ran from October 2025 to March 2026 with 50 paying subscribers, and almost nobody cancelled. The postcards and collages made from our own travel photos were what people loved most, and they kept asking for more of us.

Over winter 2026 I gathered feedback from more than 30 people, mostly in informal conversations. Some were Cozy Corner Post subscribers and friends, and some were fellow founders at Inqubator, the startup incubator where I run the community.

I also studied brands in the Netherlands, the UK, the US and Australia where an artist and the brand carry everything they sell. The ones with the best experience had great visuals, plus animations and interactions that fit the brand, so the whole site felt like one thing.

So I rebuilt the site around the whole RoHaus universe and launched it in May 2026. Paper Trails and Cozy Corner Post are the things you can hold. Long Story Long, our letter on Substack, carries the stories, and every new letter shows up on the site on its own. There’s a page for people who want to work with us, too.

The handwriting is mine, like “all our own photos” and “21+ ways to play” on the homepage, and I set the Paper Trails wordmark in Figma. I built it all with Claude Code. One of my fellow founders told me it felt intentional: made with AI, and still very human.