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Bringing A Brand to Life

Mar 4 2015

by Hannah Danahey

Morgan Hutchinson, founder of www.shopburu.com
Morgan Hutchinson, founder of www.shopburu.com

There’s no better way to engage media and buzzmakers than a little face-to-face time, so this fall we helped to create with first annual #burubrunch during New York Fashion Week. Because BURU caters to new moms, we invited the chicest of the media set to join us at Café des Artistes near Lincoln Center for a little respite between the shows.  An amazing crew of pregnant editors, new mom bloggers and like-minded brands joined us for a full on celebration.

Here’s what we did – we first collaborated with BURU owner Morgan Hutchinson to talk about the event goals.  The “why,” if you will. BURU is an online retailer stocking fashion-forward lines hand picked for new mothers, so we decided that this event would be a powerful way to engage an audience of like-minded moms in New York on the opening day of the fall shows.  The event gave us the opportunity to increase awareness on social media (we created a hashtag solely for the event #burubrunch), introduce Morgan as the face of the BURU brand, meet editors and bloggers that we have only emailed and partner with other amazing businesses and mom entrepreneurs.

Cafe des Artistes
Cafe des Artistes

Did I mention the amazing space where we hosted the event?  Café des Artistes is one of the oldest and coolest venues in New York on the Upper West Side.  They provided the tasty food, delicious drinks – served in goblets from the new Oh Joy! for Target line (thank you Joy!) – and incredible service.

#OhJoyforTarget
#OhJoyforTarget

Once the “why” and the “where” were settled, we began to tackle the “who.” We set out to partner with brands that we genuinely admire to sponsor the event – businesses that would also benefit from reaching the same audience we were attracting.

Enter Bugaboo, the incredibly chic and functional line of strollers, and The Laundress, a line of specialty detergents started by an old friend, Lindsay Boyd.  Bugaboo was launching their new Bee3 stroller and The Laundress re-launching their baby detergent line, so timing was perfect.

We also love the Oh Joy! collection for Target and Joy’s mom style, so we wanted to feature pieces from her new line for our signature cocktail.  Adorable, right?

#OhJoyforTarget
#OhJoyforTarget

Once those details were settled, we decided to forgo the ho-hum “step and repeat” for photo opps and instead create an eye-catching floral design for BURU.  Enter the ever talented Taylor Tomasi Hill (street style star and former Teen Vogue and Marie Claire editor) and her TTHBlooms.  After admiring her tiny masterpieces for months on instagram, we tapped her to create a display of the BURU letters made of peonies, succulents, garden roses and other floral lovelies.  It’s incredible, right?

@TTHBlooms by Taylor Tomasi Hill
@TTHBlooms by Taylor Tomasi Hill

Last – but certainly not least – the ever important guest list.  We love this part – compiling the perfect mix of creative, talented and supportive women was fun (if not daunting).  See some of the chic ladies in attendance below…

Morgan Hutchinson (BURU), Brianne Manz (Stroller in the City), Latham Thomas (Mama Glow)
Morgan Hutchinson (BURU), Brianne Manz (Stroller in the City), Latham Thomas (Mama Glow)
Morgan Hutchinson (BURU), Caroline Tell (NYT, WSJ, Style.com), Claudia Mata (W)
Morgan Hutchinson (BURU), Caroline Tell (NYT, WSJ, Style.com), Claudia Mata (W)
Chassity Evans (Look Linger Love), Jackie Thomson (Leapfrog), Alexandra Macon (Vogue), Hunter Bell (Hunter Bell)
Chassity Evans (Look Linger Love), Jackie Thomson (Leapfrog), Alexandra Macon (Vogue), Hunter Bell (Hunter Bell)

In the end, we walked away with many new friends and BURU fans.  Cheers to that!

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