This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
In 2010, Rachel Parcell decided to create a blog, Rachel + Drew, to share all her newlywed stories with family and friends. Parcell’s posts started to gain traction and, before she knew it, she had a community of followers. Women would reach out and ask for her expertise on a variety of topics. This exchange led Parcell to focus her content on beauty and fashion, which led to a blog rebrand, to “Pink Peonies.” In 2016, Parcell launched a namesake collection. It still exists, and offers everything from dresses to home decor in Parcell’s signature timeless, elegant style. Pink Peonies is also alive and well; it continues to provide women with a one-stop shop for good advice, recipes and, of course, clothes.
Who: Rachel Parcell (Rachel Parcell)
Platform: Instagram
What are you known for & how did you get your start?
My journey to starting my own brand began with Rach + Drew, an online journal that I made in 2010 to document newlywed life with my husband. I started with the intention of it being a personal blog to be read only by friends and family, but my readership kept growing. I formally changed ‘Rach + Drew’ to ‘Pink Peonies,’ focusing on my personal style, and the rest is history.
What’s the brand: Lifestyle brand — clothing, mommy + me, home decor
Find it: RachelParcell.com and Nordstrom
Why did you decide to bring a brand into this crowded marketplace?
I found it hard to find high-fashion pieces that offered more coverage and I felt I could fill that niche for stylish, but modest looks.
What makes the brand different?
I believe in making everyday moments special and my collection helps elevate your attire to match all your celebrations.
Fun fact: My sisters have been my most trusted, and honest, confidantes. My youngest sister, Amy, put on my first prototype and said everyone would return it because of the fit. Her brutal honesty helped push me to create a collection that my customers say delivers a great fit.
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