Let's face it Behind the Seams is a corny name for a blog title, so Elliza and I came up with a new one: The Fabric Chronicles. Our Sister Parish community is not only our clients, our amazing artisans, our team, but also the story of a female-founded and run business that involves multiple family members from Apple (age 91) to Eliza's youngest Georgie (age 2). Family businesses are the heart and soul of economies, thriving on tradition, commitment, and a shared vision for the future. They are also a conglomeration of very strong opinions that all come together to make a shared vision happen.
Moving Eliza, our creative director, and her young family to Florida is a great example of how it all comes together. This is the second year we have embarked on an extended sales trip to Florida, a move that has delivered not only potential growth but a chance to understand the design vibe, houses, and the way people live and entertain in this part of the country. Here’s a glimpse into our journey and what it meant for our family business.
Outside of the delectable HIVE Bakery and Cafe - walkable from our rental house and where we enjoyed countless meetings and meals.
Renting a house was key for Eliza to be truly a part of the community for a month and Doug my husband and CEO found a great one near the HIve in the Grand View section of West Palm. After unloading the necessities for a family of four plus nanny, the little house on Palm Street became home for a month.
The lush landscaping at our Palm Street rental made our stay that much better. Florida's exotic flora is really unmatched. We loved the palms, the orchids, and this staghorn fern right off the patio.
Visiting Sister Parish Command Central on Palm street meant stepping through an entryway inhabited by forts made out of cardboard boxes, rolls of fabric ready for a photoshoot , pillows stacked high (also for a fort) and the buckets and shovels needed for the under four set to hit the beach. Photo shoots at the house were always a family affair. The four-year-old does not hold back on input! With multiple age groups chaos and frenzy are always a heartbeat away...yet so is inspiration and creativity.
Sneak peak of our "Raffia Collection" launching late April! Available in matching fabric and wallpaper. Make sure you're signed up for our newsletter to be the first to know when it drops.
We booked appointments with interior designers, boutique furniture shops, and fabric retailers across major Florida cities, including Miami, Jacksonville , and Tampa. Doug and I flew in for a week and Jackson, our head of sales, and Ridley, our head of marketing. The amazing reception, inspiration and knowledge we all gained was beyond our expectations.
Arriving in Florida, each and every SP team member was greeted by the warm sun and the incredible design community. Florida is the most amazing combination of old and new and this is reflected everywhere. Dixie highway is a fantasy land of old wicker, outdoor statuary and honestly everything you need to design a house from lampshade shops to paint stores to cooky hideaways where the magic is stored.
Show Pony! Shop their collection on Chairish.
Eliza had begun designing our new Palm Grove colors after last year's stay, and this year, we brought it to market. This entailed a family photo shoot and Jackson showing it at design events where one designer proclaimed she "couldn't breathe." It was so fabulous and the seeds from last year's saturation of mood and color bore incredible product growth for us.
Georgie, props from Show Pony, a pink car, and Palm Grove pillows.
As it always is, the relationships we built with local businesses and clients over the extended month was the core of the trip..Whether it was scouring Show Pony, working with the great team at the Hive, or Well Made Home, these relationships are forever for us. Flailing through toddler dinners at " family friendly " restaurants , epic mini golf and water park adventure/fiascos were all part of this tour. With multiple age groups, chaos is always a heartbeat away!
Somehow with all of the planning and unexpected delights, our family's commitment to craftsmanship, luxury and integrity was met with enthusiasm, a touch of hilarity and a warm welcome.
Thank you Florida and see you next year!
