Overview
I founded and built Flower & Folk from the ground up as a direct-to-consumer candle and soap brand. What began as a product idea became a full e-commerce business with a recognizable visual identity, an engaged online community and national media exposure. Because I owned the brand, I was responsible for every part of the customer experience, from product development and packaging to content, marketing, fulfillment and retention.
The Challenge
The challenge was bigger than simply marketing a product. Flower & Folk needed to establish an identity in a crowded candle and home fragrance market, attract customers without an existing audience and create a brand people wanted to follow even when they weren’t actively shopping. That meant building both the infrastructure behind the business and the emotional world around the products.
My Role
I led the brand end to end, including:
Brand identity and creative direction
Product development and packaging
Website and e-commerce setup
Product photography and short-form video
Social media strategy and community growth
Email campaigns and automated flows
Paid advertising
SEO and content
Influencer and creator outreach & management
Retailer and media pitching
Customer experience and fulfillment
Strategy
My strategy centered around making Flower & Folk feel like more than a product catalog. I built content around scent, lifestyle, product rituals and brand personality while maintaining a high-volume publishing schedule that kept the brand consistently visible. Social content was supported by email marketing, paid acquisition and direct outreach to creators, retailers and media. Performance data helped shape future campaigns, from which products received the strongest response to the types of imagery, messaging and offers that drove engagement and conversion.
Execution
I built the brand’s entire digital ecosystem, including its website, social channels, email infrastructure, analytics and SEO foundation. Creative execution included product photography, video, campaign concepts, social graphics, email design, packaging and print materials. I also developed automated email flows for subscriber nurturing, abandoned carts, post-purchase communication and retention. Beyond owned channels, I researched and pitched creators, editors, retailers and potential brand partners to expand awareness outside of the brand’s existing audience.
Results
$430k+ sales generated in first ~2 years
30K+ Instagram followers
25K+ email subscribers
Vogue feature
Partnership conversations with IPSY and the Kardashian team
Flower & Folk grew from a product idea into an established e-commerce brand with an engaged audience, strong owned channels and national exposure.