Every year, as the holidays arrive, people across the country open ornament boxes filled with far more than metal and ribbon. They open memories.
At Wendell August, the annual ornament is more than a Christmas tradition—it’s a story of persistence, family, and the power of a simple idea, lovingly carried forward year after year.
How the Annual Ornament Began
The story begins in the late 1970s, shortly after the Knecht family purchased Wendell August. At the time, the business focused primarily on business‑to‑business work. Retail gifts weren’t the centerpiece of the company yet—but Connie Knecht saw something more.
Whenever Connie traveled, she picked up small keepsakes to remind her of where she’d been and what she’d experienced. She believed others did the same. So, she had an idea: a Christmas ornament—small, meaningful, beautifully crafted—that people could take home as a reminder of Wendell August and the moments they celebrated.
She took the idea to her husband, Bill.
He wasn’t convinced.
Not once.
Not twice.
Christmas came and went. Then the next Christmas came and went. But Connie didn’t give up. By 1980, whether out of curiosity or persistence finally paying off, Bill agreed to try it—just once. There was no plan for an annual ornament yet, just a single experiment.
Connie would have been thrilled to sell ten. Maybe fifty.
That first year, Wendell August sold over 5,000 ornaments.
The design was simple—a holly motif on a small, round ornament—the same dimensions still used today. And just like that, a tradition was born.
From One Ornament to a Lasting Tradition
What started as a one‑time idea quickly became something much bigger.
As the ornaments returned year after year, customers began to collect them. Each new edition marked another Christmas, another season of life, another story to remember. Over time, the annual ornament became a tradition not just for Wendell August, but for families who looked forward to adding the newest piece to their collection each December.
Today, decades later, the annual ornament spans generations. What began with one persistent idea now includes hundreds of designs and tens of thousands of memories.
Why the Annual Ornament Is So Important
It captures a moment in time.
Each ornament represents a specific year—a snapshot of where we were, what mattered, and who we shared the season with.
It creates continuity.
No matter how life changes, traditions ground us. Hanging a familiar ornament year after year is a reminder that some things endure.
It tells a story without words.
Every ornament has a backstory. Over time, the tree becomes a visual timeline of milestones, celebrations, and even challenges that shaped us.
It connects generations.
Children grow up with these ornaments. They learn the stories behind them. One day, they carry them forward, passing tradition from one generation to the next.
A Tradition Built on Persistence and Heart
At its core, the annual ornament is a reminder that meaningful traditions often start quietly—with a single idea and someone willing to believe in it, even when others don’t see it yet.
It’s proof that small things, done with care and intention, can leave an enduring impact.
And it’s a reflection of the same values that have shaped Wendell August from the beginning: craftsmanship, family, and the importance of marking life’s special moments.
Looking Back—and Moving Forward
As we celebrate each new edition of the annual ornament, we’re not just celebrating a product—we’re honoring a story that began with persistence, grew through community, and continues because of the people who choose to make it part of their holiday traditions.
From the entire Wendell August family to yours, the annual ornament is our way of saying thank you—for allowing us to be part of your Christmases, your memories, and your stories.
Because when you unwrap an ornament, you’re not just decorating.
You’re remembering.
