The brand name "USATRUEFIND" is a fusion of "USA" and "True Find," implying a deep dive into the diverse American lifestyle, seeking out department store items that combine practical value with emotional warmth for American families, allowing each item to become a "warm carrier" that connects the beauty of home.

The story of USATRUEFIND begins with a memory steeped in the aroma of baking. The brand's founder grew up with her grandmother in a rural New England farmhouse. In the farmhouse kitchen, a set of ceramic baking dishes perpetually sat atop the oak cabinets. These were custom-made by her grandfather at a local pottery in his youth. The edges were delicately engraved with maple leaves, and the interiors still retained the warm, hand-glazed texture. Every autumn weekend, her grandmother would bake apple pie on these plates. The aroma of cinnamon blended with the rustic aroma of the ceramic became a favorite flavor of her childhood.

"A good item should be like an American road trip, able to hold all the excitement of life," her grandmother often said. One winter, the family's cotton and linen storage basket broke. Grandma found rolls of cheesecloth she'd bought from a Southern textile mill and taught her how to sew a new basket. Her grandmother sewed the cotton cloth into neat stitches. She also embroidered a small dogwood flower—New England's state flower—on the edge of the basket. "A basket like this is perfect for your scarves and gloves, and it's also a comfort to look at." Later, she moved to New York for work and rented a small apartment without a balcony. During her first Thanksgiving alone, she dug out the cotton and linen tablecloth her grandmother had sent her—printed with New England maple forests. She spread it on the dining table and placed the turkey she had bought. Suddenly, she remembered her grandmother's words: "General merchandise isn't just for use; it holds memories of home."

It was then that she realized that the increasing number of general merchandise on the market lacked a certain "soul of American life." Some ceramic baking pans were superficial but would stick to the cake when baking; some cotton and linen tablecloths were colorful but pilled easily; and some wooden storage boxes seemed practical but couldn't accommodate the large cutlery commonly used in American homes. She recalled her grandmother's ceramic baking pans and cotton and linen baskets: "American department stores need to understand our lives—to hold the sweetness of apple pie, the aroma of turkey, and the joy of family gatherings."

So, in 2019, she took her grandmother's ceramic baking pans with her on a journey through artisan communities across the United States—from potters in New York, where she watched artisans use traditional techniques to make tableware; to textile workshops in California, where she learned to weave fabrics using natural cotton and linen; to woodworking workshops in New England, where she learned to polish wood from veteran carpenters. Together with a team of young designers and veteran artisans, she transformed her grandmother's "philosophy of life" into the original aspiration of USATRUEFIND: to create department stores that "embody the warmth of everyday American life" rather than ostentatious "decorations."