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Let's Twine Interview With The Creator Of The Brand Wallflower

Let's Twine Interview With The Creator Of The Brand Wallflower

Starting your business in the middle of a worldwide pandemic? All we can say is, trust the process.

According to the National Bureau of Economic Research, there was a shocking economic result in 2020 which was, a surge in new businesses.

We called up the effortlessly talented Emily Campbell, Owner and Creative behind the brand Wallflower (also creator of the blog, Some Pretty Thing) and ask her how she skyrocketed her brand to where it is today (during a pandemic... #girlboss). Wallflower creates ethically sourced and handcrafted accessories that make women of all kind feel beautiful and empowered. 

Emily opens up about her journey from idea to reality, the most important lessons she's learned along the way, and what advice she'd give to other entrepreneurs looking to start their own businesses.


Check our our conversation below


Hi Emily, what was the moment you knew you wanted to start your business, Wallflower? 

Since college, everything that I have ever done has been digital. From online marketing to photography, everything I create is online. During the pandemic, I had a strong urge to create something that was tangible and beautiful and thus Wallflower was born. 

What is the meaning behind the name Wallflower? Is there a story behind the logo? 

There’s not a super deep meaning behind the name Wallflower. After a bit of competitive research and looking into words that would look good in logo form, the word popped out to me while reading a book one day and it just stuck. 

What’s one of the biggest lessons you’ve learned so far being in business? 

That the retail space is always changing based on the whim of the consumer. That’s not a bad thing, but it was something that I had to learn pretty quickly. A few well-timed experiments with products and keywords really showed me that trend forecasting is a much more important part of business than I had initially anticipated. 

Where do you see Wallflower in 5 years? 

I’m not sure. This is a collaborative effort between my mom and I. My mom is the designer/seamstress behind all the scrunchies and hair accessories, so it’s hard to say. Right now it’s a fun small business that we can work on together and I’m happy with that. 

What sets the Wallflower experience apart from other experiences? 

Both the attention to detail and the customer support is something we strive hard to perfect. If a client needs 5 scrunchies to match a bridesmaid's dress, we work to source fabric and provide unique and beautiful designs. We also do a lot of creative brainstorming to find different ways to create products and offer unique designs to our customers. 

What impact are you looking to make in your community through Wallflower?  

Inspiration and education are always at the forefront of my mind. If I can help educate people about how much better scrunchies are for your hair over regular hair ties, that’s a big win. If I can also inspire people to start a small business with their mom or sister or dad or best friend and have a beautiful collaborative effort that results in extra income or just a creative outlet, then I will feel like I have been successful. 

Future advice? 

Start now. A year from now you’ll wish you had started today. If you have an idea for a business, product, service, etc. just start. There is no such thing as having your business “ducks in a row” before you put your first product or post out into the world. You’ll figure things out as you go along, believe me.


Shop Our Boxes Featuring Wallflower

Blushing Box
Self Care + Relaxation Box


Explore Wallflower

Shop Wallflower


Keep Up With Emily


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