Founder of Lamb + Joy
Lemonade from Lemons Feature
Lamb + Joy
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a love letter to family and a nod to pursuing your dreams by following the road less travelled
Two roads diverged in a wood, and I-
I took the one less traveled by,
And that has made all the difference.
–Robert Frost
Rachel Pascarella is an unassuming woman with many ideas and passions. I met her on a cold winter’s day at an outdoor café. I reached out to her after looking up her company Lamb + Joy on the internet. While shopping at a store in my town, I came across some of her notecards and placemats and they spoke to me. They made me happy. I purchased some cards and felt moved to learn more about the company.
I was shocked and overjoyed to learn that the artist and founder of Lamb + Joy was a neighbor. We had friends in common and were in circling orbits but had never actually met. When I reached out to Rachel, she readily agreed to meet for a coffee.
Our Meeting
She texted me when she arrived at the café to tell me that she would be wearing a red scarf. We did not know what each other looked like and I had no idea how to find her. It felt like a blind date. But when I pulled into the parking lot, her red scarf and welcoming smile beckoned. When I sat down with Rachel, we were strangers, when we finally left each other’s company hours later, I felt like I made a new friend.
The Road Less Travelled
Rachel grew up in southern New Jersey and was one of three daughters born to creative parents. Rachel’s parents worked on displays and store layouts for many large department store retailers. They made a living on curating presentations that spoke to the buyer. In many ways, the apple didn’t fall far from the tree.
In college, Rachel wanted to pursue a degree in art, but her parents dissuaded her. Instead, she received a solid liberal arts education from Rutgers and majored in English. Upon graduation, Rachel took a job at Cedant, now known as Realogy. She started as an intern there and jumped at the chance to work for them full time. Her English degree didn’t prepare her for her job per se. Nevertheless, Rachel applied herself and if she didn’t know something, she made it a point to learn it. Her employer took notice and appreciated her gumption- they sponsored Rachel to take additional classes at NYU and elsewhere in visual arts and technology.
Rachel’s work was noticed. Her skill set for marketing with a vision that speaks to a buyer came through loud and clear. One job led seamlessly to another. After leaving Cedant, Rachel worked for various hospitality companies as well as freelance jobs where she would work on design projects for start-up companies, major magazines, and others. Her creative side was always front and center, though her artwork was pushed to the side. Right before the start of the Pandemic, Rachel wanted to stop and recharge. It was perfect timing, though she didn’t know that at the time. While she was home with her daughter, Rachel scratched a long ignored artistic itch.
Rachel has a full and varied career, always dipping into her creativity but never explicitly using her art. She decided that she could no longer ignore the art bubbling inside of her. She was inspired by simple doodles she created for her daughter and decided to use her inspiration and her background to jumpstart a new path.
Doodles of Love
In preschool, Rachel would surprise her daughter with handwritten notes every day to bring a smile to her daughter’s face. On a small piece of paper, no bigger than a business card, Rachel drew characters based on her daughter: their adventures, a saying, something that would make her daughter feel loved and supported.
Her doodles did their job, bringing joy and laughter to Rachel’s daughter, as well as her teachers and classmates for years on end. By the time her daughter started second grade, Rachel’s notes were no longer needed to support her daughter while at school. While Rachel put down her colored pencils, her doodles were not forgotten. She shared her creations with others on Instagram and they were well received. Fast forward a few years, with the world in lockdown, Rachel felt that her doodles needed to help others feel loved and supported.
Inspiration Becomes Perspiration
She created Lamb + Joy as her vehicle to share her artistic talent with the world. Rachel’s family were behind her to support her all the way. Her parents have always reinforced that they and their daughters will always have each other’s backs. With this unconditional love and support, Rachel took a leap of faith because she lives by an unspoken motto of “why not!”
Rachel is extremely close with her sisters and used their names as inspiration for her newfound company’s name. Rachel means lamb, her sister Abby’s name means joy, and her other sister Sarah’s name means princess. Thus Lamb + Joy (visually represented with a crown) was born. With the additional support of her husband and daughter, Rachel dove headfirst into this new endeavor.
Rachel built her website and began selling notecards and other products showcasing her designs. She posted to Instagram. Her seemingly simple doodles had a depth that resonated with others. Retailers found her on Instagram and reached out to carry some of her products. Her artwork spoke to others and made them feel happy. Rachel decided to sell her products on both her website as well as at other mom and pop shops. She is starting locally but has her eye on an eventual national distribution.
Hands in Many Cookie Jars
Rachel is not one to sit idle. She has Lamb + Joy as her artistic outlet but her mind is always whirring. She also started a holiday baking business called Bake Box to sell holiday houses and cookie kits for Christmas, St. Patrick’s Day, and Easter. In addition to selling her delicious creations online, this Christmas another local shop began selling Bake Box’s gingerbread house and cookie decorating kits. This is yet another avenue to bring laughter and joy to others as children and parents decorate yummy treats with their loved ones. Bake Box quickly sold out of their inventory, with rush orders being added up until days before Christmas.
The Underground Entrepreneur
Rachel puts her heart and soul in everything she touches. That leaves a vibration that others can sense. It is why I picked up her cards at a local store and felt the need to learn more about her. Her doodle was simple, but the reaction it generated in me was palpable.
Rachel isn’t a conventional entrepreneur. She isn’t outwardly showy. She doesn’t fit in a box and doesn’t follow the well-travelled road. Her growth is organic. She is an underground entrepreneur whose time has come. NJ Monthly featured Lamb + Joy in its December 2021 issue for Made in Jersey products, and other stores have reached out to carry her products.
Rachel doesn’t know where this road will lead. It is certainly the road less traveled, but that doesn’t mean that she doesn’t set the course. After meeting Rachel, you have every confidence of her success because whether conscious or not, she is a trail blazer who knows she wants to get up the mountain and will find the best way.
There are two types of climbers, those who climb because their heart sings when they’re in the mountains, and all of the rest.
-Alex Lowe
Sometimes making lemonade from lemons is not overthinking, quieting the noise around you, and just listening to your inner voice. Long and winding roads often have the most scenic journey.
2022 is Rachel’s Year of Yes. Lamb + Joy print products is just the beginning. Remember, you heard it here first!!!!
Lamb + Joy’s website is: www.lambandjoy.com
Bake Box’s website is: www.bakeboxshop.com
You can also follow Rachel on Instagram at: @bakeboxshop and @lambandjoy
Xoxoxo,
P.S. Has Covid or some other life altering event changed your trajectory and helped you follow your dreams? If so, I would love to hear from you.
