Our Philosophy

Our Philosophy

What does minimalism mean to you? Most think it requires a plain wardrobe and austere living space containing only a few basic pieces of furniture. Some shy away from a life of minimalism because they think it requires a puritanical lifestyle - having only the bare (read: boring) necessities in your home or your closet.

But here at Intent, we see things a little differently.

We believe minimalism is anything but boring. It's less about a harsh and all-consuming process of paring down or even the ideal of sparking joy - and more about making space and time for the people, experiences, and - yes - possessions that bring you a life of substance and quality.

To us, minimalism means:

  • Simplifying and styling your space - and being intentional about what you discard (and how).
  • Truly loving what you own.
  • Being selective about what you choose to bring into your home.
  • Creating a life that affords you more time for experiences.

It doesn't mean:
  • Getting rid of all of your belongings.
  • Punishing yourself when clutter piles up.
  • Buying only white or beige furniture, appliances, and clothing.


Because we recognize that everyone's path to minimalism is unique, we meet you wherever you're at - without judgment. We ask what your goals are and truly listen, then gently help you move toward achieving those goals. After all, everyone's journey is unique, and we honor yours.

Minimalism has taken the world by storm, but it's more than just a passing trend - it's a way of life. Living by minimalist principles clears out the clutter and the cobwebs - and opens up possibilities, giving us room to celebrate what's most important.

It's with this philosophy in mind, we're here to help you build a life of purpose and style - your own life of intent.

While frequently traveling across the U.S. as an executive leader for Nordstrom, Intent Founder and CEO Brooke Richards knew something had to give. Her fast-paced career left little time for sleep or a personal life, let alone hobbies. After making a series of significant life changes that eventually led to her path as a minimalist coach, she is once again a leader. This time, however, she leads a team of minimalism experts from all over the nation, helping people live better, happier, and more fulfilled lives - with less.