Stacey Townsend, founder of Common Form, is building something unique in Bozeman, a jewelry brand that blends handmade craftsmanship, accessibility, and artistic expression. What started as a small creative outlet has evolved into a growing business with a team, a production process, and a recognizable presence, including a moment that put the brand on the map when one of their pieces appeared on Yellowstone. But behind the exposure is a much deeper story about building something sustainable, leading a team, and staying grounded in the process.
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Building Common Form
Common Form is a handmade jewelry company based in the Cannery District in Bozeman. The focus is simple, modern, wearable pieces that are intentionally priced to stay accessible.
Everything is produced in small batches, typically between 20 and 100 pieces at a time, allowing the team to respond to demand without overproducing. The process blends traditional metalsmithing techniques, soldering, shaping, and finishing, with more assembly-based work depending on the piece.
It is not mass production. It is structured, repeatable craftsmanship.
Explore Common Form:
https://www.commonform.co
The Details That Set Them Apart
One of the most unique elements of Common Form is how much thought goes into the full experience, not just the product.
Each piece is packaged with original poetry written by Livingston-based poet Yetta Rose Stein. Customers are not just receiving jewelry, they are receiving something that feels personal, artistic, and intentional.
That same philosophy shows up in the designs themselves. Many pieces are gender-neutral, simple in form, but distinctive in how they are made and worn.
The Yellowstone Moment
One of Common Form’s signature pieces, the porcupine quill earrings set in recycled bullet casings, gained national attention when they were worn by Beth Dutton on Yellowstone.
What makes the story even more interesting is how it happened.
There was no placement deal, no agency, no strategy. The actress, Kelly Reilly, ordered directly from their website.
From there, everything changed.
Demand surged, production ramped up, and the team had to quickly solve real operational challenges, especially sourcing enough ethically obtained porcupine quills to keep up.
It was a defining moment, but also a test of the business.
Growth, Without Breaking the Business
Rapid exposure can create as many problems as opportunities.
Common Form had to navigate inventory shortages, supply chain constraints, and production scaling, all while maintaining quality. It reinforced something many business owners learn the hard way, growth only works if your systems can support it.
What helped was staying focused on what they do best and leaning on strong partnerships. Retail partners like Heyday helped amplify the exposure, while the internal team focused on making and fulfilling orders.
Building a Team That Can Operate Without You
A major part of Common Form’s evolution has been its team.
What started with a single summer hire eventually grew into a team of eight, including a general manager who started working with Stacey in high school and grew into a leadership role.
That growth created a new challenge, how to lead without micromanaging.
Stacey described the shift from doing the work to teaching others how to think, solve problems, and operate independently. The goal is not just to build a team that executes, but a team that can lead itself.
Stepping Back Into the Business
After years of splitting time between multiple businesses, Stacey stepped back into Common Form full-time in 2025 following burnout.
That reset allowed her to focus on improving systems, supporting her team, and making the business more efficient.
But it also revealed something important, being too involved can be just as limiting as being too removed.
The next phase is finding the balance between leadership, vision, and allowing the team to operate with autonomy.
Riding the Wave vs. Forcing Growth
One of the most interesting themes in this conversation is Stacey’s mindset around growth.
Rather than forcing expansion, she focuses on responding to demand, staying aligned with what people actually want, and letting the business evolve naturally.
That does not mean a lack of ambition. It means trusting the process, staying ready when opportunities show up, and not forcing outcomes that are not there.
It is a different approach to growth, but one that has worked.
Why Bozeman Works
Both Stacey and Tim touched on something that keeps coming up in conversations with local business owners, Bozeman is uniquely supportive of entrepreneurship.
There is a strong sense of community, collaboration, and a shared understanding that supporting local businesses matters. Even competitors often work together, and partnerships are common.
That environment makes it easier to build something real.
Looking Ahead
Right now, Common Form is focused on expanding within its current space, refining operations, and continuing to grow at a sustainable pace.
There is no rush to force the next phase. The focus is on staying aligned with demand, supporting the team, and continuing to create pieces that resonate with people.
Sometimes the best move is to keep the train on the tracks.
Common Form is a reminder that building a business does not have to follow a single path. It can be intentional, creative, and grounded in both craftsmanship and community.
Mountain Mule Media exists to connect people with the businesses, stories, and experiences that make Montana unique. Through conversations like this, we highlight the people building meaningful things in this state, while Mountain Mule Transportation continues to serve locals and visitors with everything from airport rides to events and Yellowstone National Park tours.
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