Heidi Wells and husband on a sunset filled beach family photo shoot in Laguna Beach, California

About Occasionally Perfect

Or: What I’d tell you if we were sitting at my kitchen table

Hi, I’m Heidi.

California-born, Arizona-livin’. Mom of two. Former fashion exec turned wrap-happy room mom with a soft spot for solo dinners, slow mornings, and a freshly sharpened to-do list.

I spent 15 years building a business in the fashion industry—flying cross-country, living out of suitcases, and selling to small boutiques and major retailers alike. It was fast-paced, high-pressure, and exactly what I thought I wanted. Until it wasn’t.

At 34, I realized I’d been pouring everything into my work—but not much into my life. I swapped showroom samples for baby bottles and flight itineraries for preschool pickups. These days, you’re more likely to find me in sweatpants with a 4x-reheated chai than heels and a trade show badge… but the love for beautiful things, good strategy, and curated details? That part never left.

Now I create content that blends real life with a little extra:

  • Thoughtful teacher gifts

  • Meals that don’t cause meltdowns

  • Honest takes on parenting, identity, and doing less (on purpose)

This space is for…

  • The moms who love a theme but not the chaos

  • The women who still care what they wear—even if it’s to preschool drop-off

  • The gift givers, list-makers, and detail-lovers

  • Anyone who secretly craves a little less noise and a little more meaning

Why Occasionally Perfect?
Because that’s the season I’m in. A blend of effort and ease. Imperfect, but intentional. I believe in memory-making without burnout—and want to help others do the same.

A few things you’ll find here:

  • What I’m Wearing – quality basics, outfit formulas, and a few splurges

  • What I’m Gifting – baskets, wrap ideas, and small touches that feel big

  • What I’m Cooking – family meal plans, snack boards, and Trader Joe’s wins

  • What I’m Writing – reflections from the carpool lane and post-bedtime scrolls

  • What I’m Loving – links, finds, and favorites I’d drop in the group chat

If you're juggling motherhood, creativity, and the pressure to “do it all,” I hope this feels like your corner of calm. A reminder that it doesn’t have to be perfect—just meaningful.

Thanks for being here. Let’s make things occasionally perfect together.