Wildflower cases are handmade iPhone accessories designed in Los Angeles by founder Michelle Carlson and her two daughters, Devon and Sydney Carlson.
The brand officially launched in 2013 when Michelle sought phone cases for her daughters, but could not find fresh and cute designs that fit her teenage girls’ edgy, fashion-forward style. After customizing denim shorts with floral fabrics and studs, Michelle decided to apply the same concept to phone cases. The girls and then their friends were obsessed, and Wildflower was born.
But what started as a passion project soon morphed into a full-blown business after a chance encounter with Miley Cyrus. Devon asked Miley for a photo in a restaurant and it was at that moment Miley noticed the phone case. Devon saw Miley’s obsession begin and offered her a phone case. Miley asked if she could buy more but Michelle didn’t have a business yet and Miley said “What?!?! You need to start selling these online NOW!”
So Michelle did, that night. Named the company Wildflower, which represents girls with a free spirit and independence, to grow and survive anywhere, just like Miley! Made a website and Wildflower went from concept to company overnight thanks to Miley’s advice.
Wildflower has since secured exclusive partnerships with retail powerhouses like Nasty Gal, Anthropologie, ASOS and Free People. Their designs have been spotted in selfies from Kylie Jenner, Lucy Hale and a swarm of amazing YouTube talent.
Wildflower’s rapid rise is often attributed to the powerful social media connections the brand has built through Michelle’s daughters, Devon and Sydney, two LA “It Girls” with ultra stylish instincts and a coveted group of influential friends. The sisters built a fanbase of “bad-ass girls” on platforms like Instagram, Twitter, Snapchat, Facebook and Tumblr. They now play a larger role at the company designing cases, securing influencer collaborations, driving the brand’s creative vision, and serving as brand ambassadors themselves.
"Designing was a natural step for us. We create cases that we genuinely want to wear, that compliment our style and become conversation pieces. We know our demographic because we are the same edgy girl we design for,” says Devon.
“On social media, we talk to our customers, listen to what they have to say, and give them more of what they want. We cater to girls who want to stand out and make a statement, who also live on social media. And we've understood the designs that defy trends so we give our customers something unique that she’ll wear over time," says Sydney.
Every month, the girls collab to make desirable, limited edition cases with unique patterns and fabrics, inspired by everything from NY/LA fashion trends to Drake lyrics.
Today, Wildflower has morphed into a full fledged, family run company with a larger vision for the future. Creating new products for new categories based on our fans recommendations.
"Thanks to all of our family, friends and fans who've been with us and supporting us since the beginning! We love you all more than you’ll ever know!" xx Michelle, Devon & Sydney #wildflowerlove
Sister Sister. Follow Devon & Sydney. Check out behind the scenes of the designers and what cases they're carrying IRL. @devonleecarlson / @sydneylcarlson
Grow with Wildflower. Follow Wildflower cases on their amazing journey and catch the latest style, trends and more. @wildflowercases on Instagram, Snapchat, Twitter
Hey Mama. Follow Michelle to see cute throwbacks and sneak peeks of new cases coming soon. @michellecarlson