Darling, you. Yes! I mean you! 

Over the past few weeks, a lot of thought has gone into how to build a strong community. To sell a product, it's important to know your target market––and we do. But to create a community? That's next level.

I want you to feel like we are in this together, because we are. But the question became, how does a brand foster a deep connection? The answer is, that it takes time and a building of trust. So how do we do that?

Transparency is really important at Petal + Ash. We are a small brand with big aspirations, and we know the journey to launch will be filled with ups and downs (it already has been). We know, as brand, we might make mistakes, but we will always strive to be honest with you––and hope that you will hold us accountable, with kindness and grace of course! We feel that through transparency and honoring our brand's "why," at each step of our process, we can gain your trust!

In the meantime, the question is, how do we create a sense of community now? Well, I've decided to name our community. Names provide an identity, and identities help us feel grounded and a part of something. And so, on behalf of Petal + Ash, I hope you'll let us call you darling!

dar·ling

/ˈdärliNG/

noun

1. used as an affectionate form of address to a beloved person.

Part of being an ethical and sustainable brand is honoring both people and planet. And as an intimate apparel brand, we're gonna get pretty intimate. The fact that you want to be a part of what we are doing, means the world––and that makes you very special, if not beloved. So when the shoe fits, we hope you'll let us call you darling!