Our Story

Hi, I'm Kaleb Thoeny, founder of Oaknova.

Oaknova began taking shape in August 2025, when I started spending more time learning the day-to-day work of my family's handicraft workshop. At first, I was not trying to build a broad online brand. I was learning gradually, helping gradually, and becoming more involved in how the workshop was run from one day to the next.

At that time, the business was still focused mainly on small local retail sales through a physical store. We were serving customers in a more traditional way, one order and one conversation at a time. That stage taught me a great deal, not only about products, but also about what customers notice, what they ask about, and what makes a decorative piece feel worth bringing into their home.

As I became more involved, I also started paying closer attention to the kinds of pieces that felt most meaningful to me. I kept coming back to wooden decor with soft LED light, layered scenes, and a warm visual character. I was especially drawn to pieces that could sit naturally on a shelf, bedside table, desk, or reading nook and make the space feel a little calmer and more complete.

Over time, it became clear that the physical store model was not the right long-term fit for where we wanted to go. It was limited, and it was not as effective as we had hoped. So instead of continuing in a direction that no longer made sense, we made the decision to close that chapter and focus on building a clearer path online.

That shift became the foundation of Oaknova.

Moving online gave me the chance to shape the business in a more focused way. I did not want to build a store that felt scattered or filled with unrelated categories. I wanted Oaknova to have a recognizable style from the beginning. That is why the collection grew around wooden LED decor, wooden night light designs, and layered pieces with scenic, nature-inspired, moonlit, floral, and story-led themes.

The workshop side has remained an important part of that journey. Learning from a family workshop gave me a practical understanding of how much care goes into workshop flow, product preparation, and the small details that affect consistency and presentation. That experience shaped the way I think about Oaknova today. I want the brand to feel warm and creative, but also clear, dependable, and well organized.

As the collection became more defined through late 2025 and into 2026, I also worked to make Oaknova feel easier to understand and easier to trust. That meant building the website with visible contact details, clear policies, straightforward support information, and a structure that helps customers know who we are before and after they place an order.

Today, Oaknova operates online as a brand of OAKNOVA LLC, registered in the United States with EIN 41-3231171. Our business operations, customer support, warehouse, and order handling are based at 1501 N College Ave, Fayetteville, AR 72703. This location supports our day-to-day operations, but it is not a retail storefront open for walk-in shopping.

What has stayed the same throughout this journey is the kind of experience I want Oaknova to offer. I want the collection to feel connected, not random. I want the products to bring warmth, softness, and character into everyday spaces. And I want customers to feel that Oaknova is a business that is clear about who is behind it, what it offers, and how it operates.

Thank you for taking the time to learn about Oaknova.

Brand Information