Newly sober and prepared to leave the mortgage industry, Gretchen Seeck was admittedly “terrified.”

“But, I was set on only doing things that fed my soul instead of starving it,” Seeck said.

That decision led to Grateful Yogini, a recovery-based yoga and mindfulness venture that laid the groundwork for Haus of GS, Seeck’s Scottsdale-based creative and wellness collective. Today, Haus of GS comprises the apparel brand G Soul Co., G Mind Coaching and The Nut Farm Podcast.

For Seeck, each venture is a distinct expression of the same purpose: helping people feel more comfortable with themselves, more connected to others, and less alone.

“I wanted to help others find peace and calm in the chaos of our brain, even when it seems impossible,” she said. “I never thought I would be able to get sober, let alone be as happy and free as I am today. I want others to have that, too.”

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Clothing with a point of view

At the center of Seeck’s business portfolio is G Soul Co., an apparel and lifestyle brand with a growing online presence and a North Scottsdale storefront at 8711 E. Pinnacle Peak Rd., Suite C-101. The company sells yoga and sweat sets, oversized T-shirts, graphic tees, cargo pants, sweatshirts, hats, socks and other comfort-first pieces.

Seeck described the brand’s style as “classic with an edge.” G. Soul Co. designs pieces for customers who want comfort without fading into a sea of neutral basics.

“The world can be boring and trend-filled if we let it,” Seeck said. “G Soul Co. steps outside of that box. We use bright colors, unique designs and pieces that challenge people to take up space, try something different and be a little bolder than they were yesterday.”

The company offers activewear separates, coordinated sets and graphic tees with names such as “Sensitive Gangster,” “Big Dharma Energy” and “Karma is Undefeated.” The mix reflects Seeck’s instinct for pairing comfort with humor and individuality.

For her, clothing can provide confidence, emotional support or a sense of safety when life feels unsteady.

“I design for the person who needs something soft to put on when they’re having a hard day,” she said. “For the person who feels more confident in what they wear, who needs a place to retreat and recharge, or who is simply trying to get through something difficult.”

That philosophy grew from Seeck’s relationship with clothing. One of her most valued pieces is a G Soul Co. sweatshirt she described as her “comfort, safe space, I-need-love piece.” Another is an oversized Wrangler denim shirt with pearl buttons, and a Copenhagen can ring on the pocket, a reminder of her Wyoming roots.

“You always get a little country, a little gangster, a little Buddha, and a whole lot of love and healing,” Seeck said. “Everything comes from my heart.”

A partnership with balance

Seeck has built the company alongside her best friend and business partner, Missy Stern, who serves as G Soul Co.’s chief operating officer and co-hosts The Nut Farm Podcast with her.

Their partnership, Seeck said, is rooted in complementary strengths. She brings vision and creative instincts, while Stern adds structure, wit and the practical focus needed to turn ideas into reality.

“G Soul Co. is not about pretending life is perfect or trying to look like everyone else,” Stern said. “It is about showing up as yourself, finding comfort on the hard days and having the courage to take up space when you can.”

That balance also shapes The Nut Farm Podcast, a comedy-meets-wellness show focused on sobriety, motherhood, mental health, relationships, friendship and personal growth.

“Whether it is style, coaching, conversation or comedy, the goal is the same,” Stern said. “We want people to feel less alone, more themselves and maybe laugh a little while they are doing the work.”

Stern’s interests extend well beyond fashion and podcasting. A mom of two, she is pursuing a master’s degree in Egyptology through the University of Manchester and also runs The TCG Tailor, a Phoenix venture that creates hand-painted trading card binders.

Building beyond apparel

As G Soul Co. has expanded, Seeck has connected it more closely to the broader Haus of GS mission. The collective brings together clothing, coaching, movement and conversation. G Mind Coaching incorporates meditation, breathwork, grounding, energy work, inner child work and self-love.

Seeck also builds community through sound healing, Reiki and guided meditation sessions.

“Kindness and compassion,” Seeck said. “I build community and connection through being kind and meeting people where they are.”

Her community work includes scholarships for Spiritually Fit Recovery Co-op, which provides affordable yoga and holistic healing services for people in recovery. She has also donated time and resources to local nonprofit Maggie’s House.

Starting before belief arrives

Seeck’s advice to aspiring entrepreneurs is direct but impactful: Start. “Even if it is just a small side hustle, create the plan,” she said. “Paint the pictures. Make the sourdough. Teach the class. Do it scared. Do it with no belief. The fears will lessen and the belief will grow.”

Her own business evolved through repeated reinvention. Grateful Yogini became part of Haus of GS, allowing her work in recovery, fashion, coaching and media to operate under one identity.

The process has not been orderly, and Seeck does not pretend otherwise. She relies on lists, a paper planner and a team to create structure while prioritizing time with her children.

She tells other mothers that building businesses is “messy” but “let it be. It will never be 50-50.”

As Haus of GS grows, Seeck remains focused on the values that shaped its earliest days: honesty, comfort, recovery, humor and self-expression. That mission is taking shape through bright clothing, candid conversations, a Scottsdale storefront and a company built from the decision to begin before certainty arrived. 

As Seeck put it, “It has to have a starting point.”