Salem Mitchell Launches A Puzzle Brand for the Digital Age - Home & Texture
Black Owned News Salem Goods Puzzles

How Salem Mitchell Turned Her Love of Puzzles Into a Sold-Out Brand

The model's first puzzle release, "Ctrl + Alt + Complete," sold out within days of launching and they're finally releasing a new puzzle on 1/31.

January 29, 2025 at 9:43 PM PST
Black Owned News Salem Goods Puzzles

How Salem Mitchell Turned Her Love of Puzzles Into a Sold-Out Brand

The model's first puzzle release, "Ctrl + Alt + Complete," sold out within days of launching and they're finally releasing a new puzzle on 1/31.

January 29, 2025 at 9:43 PM PST

As young millennials and Gen Z increasingly seek offline hobbies that don’t require a side hustle, model Salem Mitchell has transformed her genuine love for puzzles into something bigger. The 26-year-old, known for her distinctive freckles and TikTok presence where she shares lifestyle content with her 622,000 followers, launched Salem Goods in December 2024 with a clear mission: helping others find moments of peace in an overwhelmingly digital world.

Photo Credit: Salem Goods

Mitchell’s first release, a 500-piece puzzle titled “Ctrl + Alt + Complete” featuring a vintage computer keyboard design, launched on December 6, 2024, and quickly sold out. The ironic choice of imagery – a computer keyboard as a means to disconnect from technology – perfectly encapsulates the brand’s playful approach to mindfulness.

“Anyone who knows me knows how much I love puzzles,” Mitchell shared at the brand’s launch. “With today’s world as well as a career that intensely relies on emails, cellphones, and social media, it’s been important for me to disconnect and find ways to be present. Whenever I need to slow down, I’ve found myself seeking security in a puzzle as a reminder to take life piece by piece.” The model’s venture into the puzzle space comes at a time when many young people are actively seeking hobbies that exist purely for enjoyment rather than monetization.

“Puzzles bring a sense of calm and comfort while also keeping my mind active, and that’s something I really want to share with others,” Mitchell explained in her launch announcement video. “I think that in today’s overwhelmingly digital world, it’s imperative to have something that grounds you and pulls you away from all of the technology. I hope that Salem Goods does that for you.”

For those who missed out on the first release, Salem Goods is preparing for their next puzzle drop on Friday, January 31, available exclusively through salemgoods.com. Given the instant sold-out success of “Ctrl + Alt + Complete,” you should probably act quickly when the new puzzle drops.



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