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Restoring our attention

This post was originally shared in our email newsletter on January 29, 2024.

In these first few months of 2024, we’re making some subtle changes to our subscriber shipments accoutrements. You’ll notice the art card has become a whimsical printed letter that complements your candle’s arrival (January was not as whimsical as we would have liked, but stay tuned!). We hope this monthly update further connects you with the people, places, and processes involved in turning an assemblage of resources into the little piece of craft and human history that is burning in your home.   

It takes inspiration from several places, including from our short-lived subscriber zines (2022 iteration and its 2015 ancestor)—beautiful experiments that weren’t sustainable in their original conception.

Alongside this monthly letter, you’ll notice a BIG change in our matchboxes. Sofia wrote a great summary of the changes and why we’re making them, here.

What may be less obvious is that these changes are a small manifestation of our purpose of fostering connection. 

Something that has given me optimism recently is that I observe more and more people working to reverse our crisis of attention. We are getting clearer on the root causes (social media is a huge component, but not the only one) and we are getting more and more organized. 

This is important to me because in order to solve the big problems of our age, we must have at minimum the ability to focus, to see clearly, and to have a common basis of truth. A high quality of attention is a marker and a requisite for a well-functioning democracy, and for individual emancipation. 

We have this context in mind when choosing the ways we communicate with you. You don’t need to know this background on the intimacy of letters to enjoy the changes we’re making, but it’s a good opportunity to reflect on the ways we all communicate with one another. 

I’m curious to hear if you have any early feedback on these changes, or if you have any questions about our future plans. Just email us at :)


 Harry from Keap, Steward-Owner


If you enjoyed this article, you might enjoy our not-quite-weekly free newsletter where we share our lessons on our journey toward our regenerative vision, product launches, and behind-the-scenes happenings.

We left social media in 2021 because we found its current mechanics didn’t align with our purpose to facilitate connection to the natural world, our loved ones, and our own spirits. Since then, our newsletter has become a vibrant place for healthy conversation around topics ranging from alternative business ownership models to happy hour cocktail recipes.


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