My co-founders and I created Graceful from the eyes of parents. Our kids will be the first to receive cubes — and we’ll be the first parents fill their vaults with our most cherished memories and advice.

Knowing this, we asked ourselves this question:

“In ten years, what will you have accomplished with your child’s vault?”

My answer came from the perspective of a father to three kids ages nine, five, and two. Here’s is what I wrote to my teammates, using my daughter Lilian as the example:

“I’ll have created the ultimate expression of love. I want Lilian to look into her vault at any point and know how much I love her. Now and forever."

This is our parental job that transcends time.
‍We won't always be the caregiver who feeds them or puts a roof over their heads. But we'll alway loves them unconditionally. And that's our most important job.‍The job to make them feel loved travels with us, from the moment they're born to the moment we say goodbye. I can't control what happens to Lilian as she grows up and grows older, but I can control the amount of love I pour into her vault. I can leave memories, messages, and advice for her that will help her tackle anything and everything she may face in life.

It’s taken time for me to articulate it like this.
Sometimes founders build a product because we feel like the world desperately wants it to exist, but we can’t put our fingers on exactly why. So, I started asking myself a few questions.

The easy answer is that “it’s what parents do.” But when you dig and analyze and scrape back the layers, the WHY emerges.
We do these things because it’s how we express our love for our children.

The problem is the expression is kind of a mess. Thousands of photos on our phones is a lot of love.

Until Graceful, parents have never had a central place to organize the story of our life with our kids. The pieces are scattered across our phones and folders, in the backs of drawers, and in public spaces like Instagram.

It’s time for a private and singular place, built just for their eyes. A place where families put the most important and precious things.

A place that transcends time.
This is Graceful.

Greg Rogers
Founder & CEO