The Return of inkogNEATo

What’s in a Name?

A name is more than just a label. It carries history, identity, and meaning. It holds memories, aspirations, and, sometimes, even regret.

For me, inkogNEATo was never just a business name, it was a reflection of my creativity, my journey, and the artist I was when I first began this path. It represented a bold and unconventional approach to art and making, an alter ego of sorts that fueled my passion for years. Now, after decades of growth, change, and rediscovery, I am reclaiming that name and that identity.

The Birth of inkogNEATo

Twentyfi ve years ago, I was fresh out of college with a photography degree and an ambitious dream of sharing my work with the world. The challenge? Large format prints were expensive, and as a young artist struggling to pay rent, I had to find an alternative. On a whim, I created a set of photography based greeting cards, refining my designs until I had something I felt was truly unique.

I needed a name. Something clever, memorable, and personal. After much deliberation, I landed on inkogNEATo—a play on incognito that reflected both my artistic approach and my love for wordplay. The name felt right, and I embraced it as I set out to build my business.

From Market Booth to Storefront

I started small, selling my greeting cards in local boutiques and setting up a booth at the Fremont Sunday Market. My first market day on May 25th 1997 was the total definition of a struggling artist, just a collapsible card table, a secondhand wire rack, and a milk crate for a seat. I sold $60 that day and got a terrible sunburn because I couldn’t afford a tent, but it didn’t matter. People bought my work. They saw value in what I created, and that alone was enough to push me forward.

The business grew, expanding into handmade journals and albums, and eventually, I went from weekend markets to an actual, REAL storefront. It was a labor of love, turning a neglected space into a creative haven where I could sell my work, teach classes, and build a community around handmade art. As I moved into larger locations and experimented with new directions, inkogNEATo evolved with me.

The Turning Point

As the business grew, my role shifted. What had once been a deeply creative pursuit became an operation that required managing employees, fulfilling wholesale orders, and maintaining a storefront. I was still making art, but the passion was fading. I had become a business owner first and an artist second.

Then, an unexpected opportunity presented itself and  was offered a chance to sell the business. The decision was difficult, but I knew I needed a reset. I was no longer creating in the way that I had envisioned when I started, and the weight of responsibility had eclipsed my artistic freedom.

So I let it go.

A Life Without inkogNEATo

After stepping away, I moved into other opportunities, working in marketing and design, continuing to create in smaller ways but never fully returning to the artistic path I had once walked. Eventually, I founded ArtNewWave—a new creative identity that reflected where I was at the time. But deep down, something was missing.

As some of you may know,, my mother passed away last summer. While going through her belongings, I discovered a box filled with my very first inkogNEATo greeting cards — the very ones that had launched my artistic career. Seeing them again, knowing she had kept them all these years, struck something deep within me. It reminded me of who I was when I first started, of the artist I had been before the business side took over.

It also reminded me of my biggest regret: letting go of inkogNEATo.

In that moment, I pulled out my phone and checked the domain name. I had searched for it before, only to find it taken. But this time, against all odds, it was available.

Without hesitation, I reclaimed it.

Coming Full Circle

With the return of inkogNEATo, I feel as if a part of me has returned as well. This is more than a rebrand — it is a homecoming. It is a recognition of the journey I have taken, the lessons I have learned, and the artist I have always been.

ArtNewWave was a chapter, but inkogNEATo is my story., my true artistic identity, the name that represents both where I started and where I am now.

So, to those who have followed me from the beginning, to those who have supported my work through every iteration, and to those who are just discovering my art, I thank you from the bottom of my heart.  This is a new chapter, but it is also a return to something deeply familiar.

Some names fade. Others refuse to be forgotten. inkogNEATo is back.