Today on Behind the Scenes with Noëlle, I’m joined by Rachel Hochhauser—writer, brand builder, and co-founder of Piecework, the cult-favorite puzzle brand that transformed a sleepy category into a design-forward obsession.

Rachel shares the unlikely Yosemite weekend that sparked the idea of Piecework. By 2019, Piecework launched with four puzzles and a mission to refresh a sleepy category with design, wit, and world-building. Within months, their puzzles were landing in Vogue, Architectural Digest, Bon Appétit, The New York Times, Vanity Fair, and beyond. And then came 2020. From February to March, as the world locked down and families looked for screen-free connection, Piecework saw a staggering 910% increase in retail sales.

We talk about creativity, burnout, building a visually iconic brand, and juggling it all while raising two young daughters.

Rachel also opens up about her next chapter: writing her debut novel, Lady Tremaine—a feminist, emotionally rich reimagining of Cinderella told from the perspective of its most misunderstood woman. She began drafting the book during her husband’s near-death experience, as a creative & therapeutic outlet.

If you love founder stories, creativity, reinvention, or conversations about ambition and motherhood, you’ll love this one.

This conversation is for anyone who loves:
✨ Beautiful design
✨ Brand-building origin stories
✨ The art of reinvention
✨ Honest talk about motherhood
✨ Women carving nonlinear creative paths
✨ Or simply… a really good puzzle

@noelleettoi