About Us

The Spark of Passion: The Story of Stanford Lee Stewart

Nielsape 2025, a brand under NIELSAPE LLC, is more than just an online store; it is the result of a passion and a search for stillness in our digitally loud world. Our founder, Stanford Lee Stewart, created Nielsape.com with a simple desire: to reconnect people with the tangible joy and focus that physical objects provide.

Stanford grew up with a fondness for games that demanded patience and logic. In an era dominated by screens, he recognized the lasting value of setting aside the phone, sitting down, and solving a palpable challenge. This recognition became the driving force behind his startup focus on Wooden Puzzles and Brain Teasers.

The decision to choose Wooden Puzzles was intentional. They represent a classic, timeless challenge, requiring concentration, dexterity, and spatial reasoning. More importantly, they offer an authentic sensory experience: the feel of natural wood grain, the subtle scent of the timber, and the sound of pieces locking into place provide a calming and satisfying retreat that technology often lacks. Additionally, wood is a sustainable material, making each item not just a game, but a refined piece of Decor, adding beauty to one’s space.

The Dedicated Crafting Process at Nielsape

Every product at Nielsape is made with attention and heart. We refer to this process as “Bringing Wood to Life,” where care and quality are paramount.

The process begins with Design & Concept Development: it all starts with an idea, a classic riddle, or a unique new design. We seek designs that are both intellectually challenging and aesthetically pleasing. This is followed by Material Selection (Wood), where we only use high-quality, safe, and sustainably sourced woods to ensure each piece has perfect durability and a smooth surface.

Moving into the stage of Precise Cutting & Crafting, we combine modern laser-cutting technology with traditional hand-finishing techniques to ensure every component fits with absolute precision, leading to a perfect assembly experience. Finally, in Finishing & Quality Check, products are hand-sanded and treated with natural oils or waxes to preserve the wood’s beauty. Each puzzle set is thoroughly checked for fit and sturdiness before packaging.

Why We Chose to Sell Online

NIELSAPE LLC chose to focus on selling through the website Nielsape.com rather than establishing physical stores for strategic and community reasons. Selling online helps us reach a Global Community of wooden puzzle enthusiasts, allowing Stanford to connect directly with people who share the same passion, regardless of their location.

This Direct-to-Consumer (D2C) model helps us bypass middlemen, which allows us to offer reasonable prices while maintaining high product quality, and lets us invest more into materials and design. Most importantly, the website is the best platform for Product Storytelling—where we can share the details about the story, difficulty, and artistic meaning of each puzzle, fostering a deeper connection with our customers.

Material Partners: Sourcing Quality in the U.S.

To ensure quality and sustainability, Nielsape works with wood and material suppliers that are generally considered reputable, particularly within the U.S.

We select our U.S. Suppliers because their standards for Quality & Sustainability are generally quite high, often adhering to responsible sourcing practices. This partnership also allows us to Support Domestic Businesses, building a transparent and steady supply chain.

We work with wood suppliers like Keim Lumber Company (known for offering high-grade hardwoods), Bell Forest Products (specializing in responsibly sourced exotic and domestic hardwoods), and Hardwood Store of North Carolina (a consistent source of hardwood for crafters). We understand that the quality of a puzzle starts with the quality of the material. Our collaboration with these partners reflects Nielsape’s intention to deliver a product that is both durable and provides a great puzzling experience.

Our Customers: The Community of Focus

Nielsape customers are not just shoppers; they are a wonderful community of individuals who value patience, dexterity, and the act of spending quality time with themselves or their families. They are people seeking a meaningful “disconnect”—parents who want their children to develop logical thinking away from screens, collectors who appreciate the artistry and engineering of fine woodcraft, or simply anyone looking for a tangible meditation tool to calm a busy mind. Every puzzle sold is an invitation to our customer: pause, take a deep breath, and enjoy the simple satisfaction of solving a beautiful challenge with your own two hands.

Connect With Us

Our team is always ready to assist you with any questions regarding our products, your order, or our production philosophy.

Address: 3121 Diablo Avenue, Hayward, CA, 94545

Phone: +1 (310) 213-9311

Email: [email protected]

Support Time: Mon–Sun: 8:00 AM-5:00 PM PST