A Year of Expansion: Aly's 2026 Letter
As Pure Salt celebrates a decade, Aly reflects on expansion—not as more, but as deeper, more intentional living and design.
I’ve never believed that the new year is about becoming someone entirely new. For me, it’s always been about allowing more room. More room for ideas, growth, honesty, and possibility.
This year, the word guiding me is expansion.
Not expansion for the sake of “more,” but expansion with intention. Expanding creatively. Letting curiosity lead again, taking risks, and trusting instincts even when they don’t come with guarantees. Expanding our business goals—because ten years in, we’re not shrinking our vision. We’re honoring it. A decade of building has led us here: to a new store opening, new projects we’re deeply proud of, and a season that feels both grounded and ambitious.
Expansion also means looking inward. Expanding the way I show up personally—how I care for myself, how I express myself, how I hold myself, how I protect my mental space. Growth isn’t only measured by what we produce; it’s reflected in how we feel moving through our days. This year is about confidence, clarity, and choosing alignment over urgency.
Ten years ago, this business began as an idea and a leap of faith. Over time, it’s become a living thing, shaped by the people involved, the lessons learned, and the willingness to keep evolving. Reaching this milestone doesn’t feel like a finish line. It feels like an opening.
The year ahead asks us to stretch. To think bigger, to refine what matters, and to create with purpose. To expand our definition of success so it includes sustainability, joy, and depth. To build not just what’s next, but what lasts.
Thank you for being here, for growing with us, and for making space for what this next chapter can be. I’m excited, energized, and ready to step into a year of expansion—in every sense of the word.
Here’s to what’s unfolding.
Kindly,
Aly Morford
Pure Salt Co-Founder & Principal Designer
