Madly Wish - Our Story

Whitney Surane has a fruitcake in her freezer that is over 25 years old. The spiced confection is long past being edible, but it's not meant to be eaten. To Whitney, this fruitcake is an heirloom. "My grandmother actually smelled like mothballs and it got in her food, it was everywhere," she remembers. "She used to make fruitcake every Christmas, and we would just have these in our freezer... It probably still smells like mothballs, but it's a physical piece of her that I'll never get rid of."

In a Disposable World, Some Things Are Meant to Last

In an era of mass production, finding something worthy of being passed down—something that carries the weight of memory and meaning—is rare. If Whitney’s attachment to an old cake is proof of that, her business, Madly Wish, is the remedy.

Soft, timeless European linen crib bedding, custom birthday crowns, and personalized handwriting keepsakes are designed not just for today, but for generations to come. Crafted with heirloom-quality materials and a deep appreciation for memory-making, every piece tells a story—one that will be cherished long after childhood fades into nostalgia. A Madly Wish birthday crown, a tooth fairy pillow, or a linen crib sheet isn’t just a product—it’s the foundation of the moments you’ll never want to forget.

Having Something to Hold, Smell, and Feel When You Want to Remember

Madly Wish was born as a celebration of family and life after founder Whitney Surane faced mental health struggles that nearly ended hers. Her subsequent flight into life inspired a deep desire to create intentionally—to make keepsakes that hold not just fabric and thread, but love and meaning.

Keepsakes she’d gathered over the years took on new significance: a heart-shaped note her mother sent during camp, cards from grandparents to her children, the robe her mother keeps at her house. Whitney watched her own daughter slip into that robe, inhaling her grandmother’s scent, swaddling herself in comfort. That ritual became a beacon, and Madly Wish became an ode to the fading tradition of tangible, lasting memories—a way to hold onto what matters most.

From handcrafted linen crib sheets that soften with every wash to birthday crowns designed for a lifetime of celebrations, each piece is woven not just with threads of fabric, but of memory. Because childhood is fleeting, but the moments we treasure should never fade.

Madly Wish: Crafted for Keeps. Made for Memory.