Wandering Wyld started with a simple but powerful idea: to create a consistent space where local creatives could sell their work and connect with the greater Reno/Tahoe community. The founder - and my former business partner - Rachel Macintyre launched the very first Wyld Market pop-up in June of 2018, offering makers an alternative from traditional retail spaces.
Two months later, our paths crossed. At the time, I was organizing farmers markets, food swaps, and community events through the international organization Slow Food, and had spent years working in marketing and brand development. Rachel and I connected instantly - drawn together by a shared belief in the power of gathering, the beauty of handmade goods, and the magic of knowing the people behind the things we bring into our lives.
For over a decade, I had been creating spaces where that kind of magic could thrive - first through the local food movement in Santa Cruz and Truckee/Tahoe, and later through brand activations and experiential marketing campaigns.
Wyld Market became the natural evolution of that work - a place to reimagine how we connect to the things we consume and the people who make them. It’s rooted in a vision that values craft over convenience, connection over clicks, and creativity as a force for community. Because real connection isn’t found in an online cart or on a big-box shelf - it’s found in the taste of place, the feel of a handmade item, and the relationships that grow when we slow down and support something truly personal.
The Story Behind the Name
The name Wandering Wyld reflects the spirit that has guided every step of this journey - a willingness to take risks, leave the safety of office jobs behind, and build something rooted in creativity and community. For me, it speaks to the thrill of discovery: moving through life Wyld and free, with curiosity, passion, and an openness to what’s next.
I often think of the quote, "Not all who wander are lost," when I reflect on what it means to be Wyld. It’s about embracing the unknown, following inspiration wherever it leads, and trusting that the journey will take us exactly where we’re meant to be. Easier said than done, of course - but it’s a way of moving through the world with intention, even when the path is uncertain.
Where We’ve Been + Where We’re Going
Wandering Wyld began as a roaming pop-up market, partnering with small businesses across the Reno/Tahoe area to create vibrant spaces where local artists and makers could shine.
In 2019, we took a leap and launched our first holiday pop-up shop - transforming a vacant storefront into a warm, welcoming home for handmade goods. It was a short-term lease, a big experiment… and a huge success. It showed us how powerful a physical space could be for celebrating creativity.
For the next several years, we kept building on this momentum - popping up in new locations, expanding our markets, and deepening our connection with the creative community. Landlords and developers began to take notice of what we were building and we started programming larger spaces, producing bigger events, and expanding faster than we'd ever planned for.
And then came our biggest move yet: the invitation to open a flagship store inside the long-anticipated Reno Public Market. It felt like the natural next step - a chance to bring everything we believed in to a larger stage.
At the time, it felt like a dream realized — a huge step forward, and a chance to grow. But in the end, it was a choice that sort of unraveled it all.
The scale was immense. The stakes were high. And the spirit of what we had built up to this point - guided by values, fueled by connection, and grounded in purpose - became harder to hold onto inside something so big, so disconnected, and ultimately, so misaligned with the soul of Wyld.
I try not to live with regrets. And so instead of seeing this as failure, I see it as a lesson I couldn’t have learned any other way. It taught me to trust my gut, even when the opportunity looks good on paper. It taught me to honor my creativity, my intuition, and my boundaries - especially when the world says “grow bigger” and “scale faster.” And it reminded me that success, for me, isn’t measured in square footage or sales, but in authenticity, connection, and staying true to your why.
Now, as the sole owner and creative lead behind Wandering Wyld, I’m taking a deliberate breath. Not to chase growth for growth’s sake - but to rebuild intentionally, anchored in what sparked all of this from the beginning:
Creativity. Connection. Community.
In a time of unprecedented economic and political change, it feels more important than ever to create spaces that are welcoming, inclusive, and rooted in human connection - where creativity is celebrated, small businesses are supported, and the greater community can experience the beauty of things made by hand and with heart.
It’s strange to be nearly seven years in and feel, in many ways, like I’m starting over. Maybe not from scratch - but I'm definitely dusting myself off and trying again... with a few more scrapes, a lot more debt, and a much clearer sense of what matters.
As Reno grows and the landscape shifts, the goals for Wandering Wyld remain steady: To celebrate and nurture creativity. To honor the craft behind handmade. To connect people - not just to makers and artists, but to the stories, skills, and dreams that make our community vibrant. How we do that, will just look a little different. A little more intimate. A little more intentional. A little more rooted in the real connections that have always been at the heart of Wyld.
Thanks to you for being here, for supporting what we’re building, and for reminding me why it’s all worth it. The community we’ve built is the reason we’re still standing, and the reason I still believe in what’s possible.
Despite how hard the last 18 months have been, I'm grateful for the slowing down; I'm hopeful for what’s ahead; and I'm proud to keep moving forward - a little Wylder, a little wiser, and with a heart still wide open to possibility.