Founded by Julie Brown in 2001, Brown created Flora Bea NYC for the chic woman who loves a vibrant print, a lush fabric, and is unafraid to use her voice while standing out from the crowd.
Before conceptualizing the idea for Flora Bea NYC, Julie’s background working in merchandising for fashion luminaries such as Anne Klein and Ralph Lauren inspired her to hone her artistic eye and ultimately informed her desire to create her own trademark label. Raised in a family of artists, Brown was surrounded by art and fashion her entire life, with special influence from her grandparents, and has had a passion for design since she was a child.
Brown’s line is available at select boutiques nationwide, including in and around the NYC metropolitan area, and via the Flora Bea NYC by Julie Brown showroom.
What inspired you to start Flora Bea NYC by Julie Brown, and what was your vision for the brand?
My love of fashion was instilled in me from a very young age (in fact, I started my business fresh out of college at the age of 23), and was inspired thanks in part to my grandparents. I have always wanted to be a designer, and my grandfather owned a store called Walker and Florio, which moved around a few storefronts across FiDi in NYC, where he designed a lot of his own clothes.
That creative influence stayed with me, especially when I experienced some trials and tribulations in my career which caused me to pivot, and caused the eventual launch of Flora Bea NYC by Julie Brown. My brand was born out of my love for effortless elegance and timeless femininity. I wanted to create a brand that celebrated the beauty of simplicity—pieces that felt romantic yet modern, polished yet wearable. My vision was to design collections that evoke a sense of nostalgia while feeling fresh and relevant for today’s woman. I’m big on my brand’s tagline: “Dream big, Dress Well, BE YOU”. I just want women everywhere to feel confident when wearing my creations!
How did your background influence the aesthetic and philosophy of Flora Bea NYC by Julie Brown?
Having spent years in the fashion industry, working at Ralph Lauren and Anne Klein, I developed an appreciation for classic silhouettes, rich textures, and thoughtful details. My upbringing also played a role—growing up surrounded by art, nature, and vintage fashion deeply influenced my design sensibility.
Because I have always been committed to the fashion business, I have continued to evolve and design according to my style and aesthetic. With that, I have finally come to an extremely great place with Flora Bea NYC by Julie Brown.
What challenges did you face in launching the brand, and how did you overcome them?
Like any entrepreneur, I faced challenges—from sourcing the right fabrics to building a brand identity in a competitive industry to trusting the right players. One of the biggest hurdles was staying true to my vision while navigating production constraints and market demands. I overcame these obstacles by trusting my instincts, eventually collaborating with the right people, and maintaining a strong commitment to quality and craftsmanship.
Can you describe the creative process behind your collections? Where do you find inspiration for new designs?
I look for vintage prints and recreate them in my own spin. My go-to style is mostly ‘60s and ‘70s inspired, but I try to modernize it for today’s woman and girl. I love pop colors, mod mini skirts, shifts, and simple and classic silhouettes with that iconic ‘60s and ‘70s flare.
How do you balance timeless elegance with contemporary trends in your pieces?
It’s about finding that perfect harmony. I design with the idea that beauty should be enduring, so I focus on silhouettes and details that stand the test of time. However, I also love incorporating subtle modern touches—maybe it’s an unexpected neckline, a unique print, or a fresh colorway. The goal is to create pieces that feel special today and will still feel relevant years from now.
What has been the most rewarding moment for you since launching Flora Bea NYC by Julie Brown?
Seeing women connect with and feel beautiful in my designs is the most fulfilling part of this journey. Every time I hear a customer say, “This dress made me feel incredible,” it reminds me why I started Flora Bea NYC. Another rewarding moment was launching the brand and watching it resonate with people who appreciate the craftsmanship and story behind each piece.
What advice would you give to aspiring fashion entrepreneurs looking to start their own brand?
Stay true to your vision and trust your instincts. The fashion industry is ever-evolving, and it’s easy to get caught up in trends, but authenticity will always set you apart. Be patient, embrace challenges as learning experiences, and surround yourself with a strong team. Most importantly, love what you do—passion and perseverance will carry you through.
What does fashion mean to you personally, and how do you hope your brand impacts the industry?
Fashion to me means being who you are. It has nothing to do with what you wear – if someone chooses to wear something that I made, it’s because it makes them feel like themselves. Dream big, dress well, be YOU – that’s it!
