Hello. I’m Dani, the designer behind Stay Soft Co.

It all started with a gold star. During lockdown, I messaged a friend with an idea and said, “I really want to design a card that says ‘you did the thing’ with a gold star pin attached, like the star stickers we got in school.” A few weeks later, I made it happen.

That little gold star was a thoughtful way of saying well done, inspired by something familiar and reimagined as a small gift you could give and keep. It quickly became the starting point for everything I make.

Stay Soft Co is a place for thoughtful gifts that are made to brighten someone’s day. Some are for big milestones, some are for everyday wins, and some are just those moments where you see something and think of someone else. I design enamel pins and greeting cards that say the things we are often thinking but do not always say out loud.

What started as Dani White Design slowly grew into Stay Soft Co as the range expanded into pin badges, keychains and cards, all designed with the same idea in mind. They’re thoughtful gifts, but they also look really nice.

You will find pieces here for congratulations and fresh starts, encouragement and friendship, and plenty of just because. Gifts for friends, workmates, and yourself, chosen because they feel right.

Thanks for being here. I hope you find something that makes you smile, reminds you of someone you like, or earns you a gold star of your own.

Because we all deserve a gold star sometimes.

And friends who get it.

Find Stay Soft Co on:
Instagram: @staysoftco

Find me on:
Instagram: @daniwhitedesign