CasaSugar: What feeling were you trying to capture when you chose the décor items for BHLDN? What inspired the line?
Coralie Stanton: Special occasions are unique opportunities to express one’s sensibilities, so the primary inspiration behind our decorations collection is our customer and how she wants to personalize her event. Figuring out what you’re are going to wear and how you are going to decorate is of equal importance to us when throwing any kind of party. We have a variety of items that range from accessible to keepsake. Our customer loves the look and personal sentiment of DIY, but doesn't necessarily have the time to do it herself, so we thought we’d do it for her! At the same time we wanted to balance this accessibility by offering more keepsake items, items that you cherish long-term, that have the feeling and specialness of a trousseau.
We created BHLDN in response to our own experiences, as well as those of family and friends. We felt women were looking for a brand to bring amazing, unexpected product, styling advice, and inspiration together with a beautiful, soulful experience that encourages sharing and a sense of community. We want to be the trusted friend a woman comes to during her most anticipated occasions, whether she’s a bride, party-goer, or party thrower.