about psyche butterfly
Here to help you create space, in mind and world, with simplicity.
How it started
Launched in 2024 as a blog by founder Tori Klotz, Psyche Butterfly has become a thoughtful online resource for a youthful approach to the KonMari method of decluttering, tidying, and simplifying, paired with the cait flanders lesser consumption application to whatever space you call home.
Anchored in community, simplicity, and inner work, this blog offers tools and resources to simplify physical spaces, enabling life’s natural complexities—mental clarity, inner growth, and connection—to thrive. We embolden people to make their abode as joyful as it can be to buffer your hardships and edges of life. We focus on colorful design, decor, and accessible interior design from everyday life.
Meet the Founder
Hey there! I’m Tori
But you can call me tor.
Growing up with little extra, my brother and I became masters of creativity—building tree forts, crafting Barbie mansions from bookshelves, and even making cassette tape doll beds with dishcloth “sheets.” I rearranged my room so often my mom had to deal with scratched floors, but I was hooked on designing spaces with what I had.
After college, I thrived in HR, creating programs and experiences for folks from interns to C-suite, but post-COVID layoffs pushed me to rethink my path. After three quick hires—and quick exits—I realized I needed to work with my hands, creating physical spaces again.
In 2023, after marrying the love of my life, Jared, we faced a whirlwind of life changes and decided to simplify. Now, as “Chief Operations Officer” of our home front, I focus on bringing clarity and purpose to our lives. Rooted in Minnesota with a “Community First” value system, we’re building a life that’s intentional, connected, and embraces hardship with it’s full emotion and attention-necessary spectrum.
In 2024, we began exploring new countries each year, but we’ve discovered that our favorite journey is “mental travel”—finding beauty and meaning in each moment and, most importantly, within ourselves. Because wherever you are, there you are.
If you meet Jared, you’ll see how at ease he is in his own skin. He’s deeply curious, is more authentic than anyone I know at making others feel comfortable, and tackles everything from climbing to “Buy It for Life” Reddit threads with equal skill and enthusiasm. I, on the other hand, am just as happy getting a cruelty-free manicure as I am hitting a backcountry trail. Together, we’re here to show up with intention and grow with our community — in anguish, joy, anger, and anything we’re going through.
From this journey came Psyche Butterfly, a project born from the lessons we learned on the path to simplifying, living intentionally, and connecting deeply. Thanks for being here with us!
We believe in the magic of tidying.
Our mission is to Create Space for Personal Growth by inspiring you to declutter, tidy, and simplify your spaces. When your surroundings are clear, your daily intentions are in the assumed position for connection, nurturing a life of meaningful work, the hard stuff, and ultimately joy.
We offer services for everybody and budget—and if that includes watching Gilmore Girls while tidying, count us in!
We aim to
Build The Systems of Simplicity
The blog began as my passion project, driven by my love for creating meaningful spaces. What started as a personal journey—flipping my home and helping friends—has grown into the foundation for future services launching in 2026.
Follow the blog to stay updated on the launch. Try the Custom Google Sheet to track your own tidying journey. The process takes ~13 weeks to complete, meant for those balancing full-time, 40-hour work weeks. Start with the October 7th blog and follow through to December 30th — at any time, for you!
— CLEAR IS KIND —
Create Space for Your Inner Work
Filing systems and labeling tools give every item a dedicated home, minimizing clutter, while books on simplification and meditation help us embrace the beauty of “less is more.”
Explore our shop for de-cluttering and tidying essentials to kick-start your journey, or scroll down for products that help maintain a clutter-free, community-focused lifestyle. Have questions about how these items work for us? Send us a message—we’d love to share our experience!
— TRAVEL THE MIND —
Make Way for Community First
This business began as a personal project to create a forum for connecting with people beyond my immediate community. No one I knew was doing what I was, as intensively. I’m here to meet you, first and above everything else.
By simplifying our lives together, we can amplify the strength of our communities. Follow the blog for the 52-week journey of tidying and decluttering the KonMari way, only to transition to taking the Cait Flanders approach to a challenge in lesser consumption. Please leave many comments and share the blogs to folks you know might be interested.
— Lighten Your Space Be Free to Find —
Timeline of Psyche Butterfly
2018
Psyche Butterfly is Born
I've thrived on Quaker Oats and Tortellini, taken jobs to pay off student debt, and stuck with roles to feel like a “responsible adult.” When my partner, Jared, and I started to see the cracks, we quit, moved west with a close friend, and spent time ski-bumming—a pivotal reset that allowed us to recalibrate and reimagine our future. During that time, I fell in love with the Cupid and Psyche story, inspired by Jared’s childhood fascination with Greek mythology, and he bought the domain *www.psychebutterfly.com*, convinced we’d use it for something meaningful one day.
2023
We Get Married!
Tori’s DIY skills were reignited after collaborating with various artists to create a wedding that was not only relaxed but also deeply rooted in family intention and personal touches. The result caught the attention of Junebug Weddings.
2024, Part 1
The Crash
Head over heels in love, we had built oursevles a whirlwind of ability, too. Physically showing up for our people — something we didn’t have growing up – we were now routinely flying across the country. Dining out no longer meant the “fancy” chicken nuggets at McDonald’s. Just a few years earlier, I was drowning in credit card debt to get groceries, triggered by a simple traffic ticket. We were now in a new place and needed to reasses. Ironically, it started with a trip overseas. After frustrations, anxiety attacks, and Jared's new seizure disorder, a clothesline (a regular site in the south of France) unintentionally became my guiding inspiraton: a symbol of simplicity in a communal act that values nature over complexity. We expose the clothes on our backs, let go of the delicate pieces that shield us, and in doing so, add a little more color to our surroundings. Hanging clothes out to dry perfectly captures the essence of Psyche Butterfly: we embrace simplicity, engage in community, and create space for the inner work and mental travel that truly matter.
2024, Part 2
The Blog Launches
It was during this trip that Psyche Butterfly began to take shape. Inspired by other cultures, I developed a newfound passion for tidying, decluttering, and creating space for what truly matters—mental health and the journey within. I couldn’t wait to get home and start the work, but being in some of the most beautiful places in the world gave me the opportunity to reflect, read, and gather a vision for building a community we could all share upon my return.
Into 2025
The Concept of Business Begins
On my 31st birthday, while still traveling overseas, I launched the first four blogs. The day we returned home, after 52 days abroad, I dove straight into a 52-week plan! We invite you to read *The Life-Changing Magic of Tidying Up* by Marie Kondo and *The Year of Less* by Cait Flanders to join us on your own journey of tidying and mindful consumption. The ultimate goal is to publish a 52-week to-do list tailored for any 40-hour workweek go-getter to tackle as a DIY project.
Intentions for 2026
The Tidy & Declutter Business Launches
The blog's insights may inspire services in tidying, decluttering, and cost-accessible design. The brand embodies *Community First, Simplicity,* and *Inner Work,* represented by a star, circle, and spiral—encapsulated in a metamorphosing butterfly, a symbol of wholeness and calm intuition rooted in Greek mythology. You can explore the *Offerings* page for future 60/40 refreshes, tidying, decluttering coming soon, but only after we gather insights from our 2024-2025 journey of simplifying and connecting as a community. So excited you’re here!
The story continues!
Things We’re Loving
