BRRCH

We see BRRCH arrangements in so many high profile places – from Hollywood blockbusters, to fragrance commercials, and popping up in some of our favorite stores in New York City. How did your business get started?

I started BRRCH in 2013, after two years of freelancing for anyone who would let me work for them. I did this to try and understand as much as I could about the business side of the trade. I didn’t know anything about business – I went to music school. After that, I registered the LLC, and created my website. When enough people started asking me to do flowers for them, I was able to leave my waitressing job.

Squarespace in a lot of ways made me an actual business. I think it’s the first thing that people look at when they’re either trying to understand what I do, or wanting to work with me. I think without that platform, it all doesn’t seem that legitimate.

BRRCH arrangements are so beautiful, and so incredibly different from traditional arrangements. Can you explain for us what makes your approach so unique?

I use BRRCH to remind people that flowers are more than just a decorative element. Changing the language around flowers, and presenting them as art is really important to me.

The most common reaction to a BRRCH arrangement is, ‘I didn’t know flowers could look like this.’ I think BRRCH is really known for color stories, playfulness, and experimentation, but also being this sort of portal or access to another world outside of our own.

What made you decide to start using Squarespace?

I decided to use Squarespace because it’s really user friendly and I was able to create a narrative that matches my flowers. I liked that I could ask the same questions in my creative process working on Squarespace that I ask when I make arrangements. Like, how do I use colors and type to change how people feel when they come to the website?

What advice would you give other creative entrepreneurs looking to build their brand online?

Squarespace has given me a platform to express what my business actually is to those who don’t get to experience it in person. So, the ‘About Me’ page of my website is really important because BRRCH is not your standard experience of flowers – it needs a little bit more context.

Visuals are the most important thing for me always, so being able to easily create a cohesive narrative with my social media, between photos and color stories, made Squarespace the most approachable platform for me.