Dreamfruit
About the Company
Dreamfruit is a self-published moon-based planner and guided journal created by Elizabeth Russell. The planner is designed to help users align with natural rhythms, fostering creativity and deepening their connection to the world around them. The company, which Elizabeth runs primarily on her own, has been operating for four years and has recently gained momentum through a successful crowdfunding campaign. Dreamfruit also offers year-round interactive sessions, bringing the themes of the planner to life and building a supportive community around its users.
Idea Behind Company
The idea for Dreamfruit emerged after Elizabeth closed her previous business, an integrative arts and community event space in Portland, Oregon. Despite her initial struggles and uncertainty about her next steps, Elizabeth found inspiration in creating a moon-based planner. This planner combined her deep concern for the world with her belief in human compassion and ingenuity. The concept of Dreamfruit resonated with her personal values and desire to help others navigate the complexities of modern life through creative and imaginative practices.
Creating the Company
The creation of Dreamfruit began with a prototype developed in early 2019. Elizabeth, with the help of her partner who has a background in graphic design, refined the design and structure of the planner. The process involved extensive research into self-publishing, including learning about printing, copyrights, and ISBNs. Elizabeth eventually established her own publishing business, Earth Dragon Press, to retain full control over the production process. Dreamfruit’s first edition, a beautifully designed and intricate book, was printed in time for the 2020 launch.
Launching the Business
The initial launch of Dreamfruit was modest, supported by Elizabeth's existing community from her previous business. Without a large marketing plan, she focused on updating her brand and creating a new website to introduce Dreamfruit to a wider audience. Despite the challenges of marketing a new product, Elizabeth found success through direct engagement with her community, including live events and interactive sessions. The launch coincided with the onset of the COVID-19 pandemic, limiting in-person events but reinforcing the importance of the online community she was building.
Earnings
Elizabeth self-funded Dreamfruit for the first three years before transitioning to a community-supported publishing model through crowdfunding. The first crowdfunding campaign in 2023 raised $6,500, allowing her to cover the costs of production. While Dreamfruit has not yet become highly profitable, Elizabeth views these early years as a time of growth and development. She continues to refine her approach, with plans to increase her crowdfunding goals in the future to achieve a sustainable business model. Despite the financial challenges, Elizabeth remains committed to the vision and purpose behind Dreamfruit.
