Why the menu is verbs

Most shops in this category are organised by outcome. You arrive and the navigation hands you a reason to buy: a shelf for the season, a shelf for the evening, a shelf for whatever you have decided is wrong with you.

Ours offers four verbs.

A collection name is a claim

This is not a stylistic preference. A category name sits in the URL, and a URL is indexed, quotable and permanent. Name a shelf after an outcome and you have made a claim about every product filed beneath it — one that no small print at the bottom of the page can walk back afterwards.

There is no version of that we can write honestly. So there is no version of it here.

What a verb gives you instead

A verb describes what happens in your kitchen rather than what happens inside you. It stays true regardless of who is buying, and it survives the arrival of anything new: a plant either goes in hot water or it does not.

It is also the more useful question. Nobody wonders what a rose petal is for. They wonder whether it belongs in the tub or on the cake.

Both, as it turns out. That is why the same petal appears under two verbs and lives at one address.