Basic bio: Kristen is a flower-obsessed and design-loving brand strategist, marketer, creative director, mother, nature enthusiast, and winner of a brownie-baking contest.
Beyond the bio: After working for two decades for and with more than 50 brands in the retail, apparel, home design, media, tech, and social-good sectors, I decided to finally start my own brand called Superbloom. It's a hub for flower-focused abundance, imaginative botanical art and design, and maximalist floral finds for your closet and home. And in a serendipitous twist, its launch coincided with 2023’s actual superblooms here in California (!).
[A superbloom is a rare botanical phenomenon that occurs in the deserts of California and Arizona. It involves an unusually high number of wildflowers blooming at the same time. The flowers carpet the hills and valleys of the deserts.]
What makes you a grown-ass lady? Knowing that I don’t need to fit into the expectations of other people, that the true measure of success is just being my full self. When I started Superbloom, so many “best practices” echoed in my head after years of working in brand marketing, but instead of following them all, I’m creating a space that’s all about natural abundance, maximalism, and celebrating people just as they are. When I’m working on other brands, whether it was in a past role or if it’s for a current client, marketing principles and audience-focused strategies are essential, but when it comes to your own passions, why not follow what inspires you? At this point in life, I’m enough of a grown-ass lady to know that just because so-called rules exist doesn’t mean I have to follow them.
Here’s her TueNight 10:
On the nightstand: Floral-print scrunchies, night cream, my glasses, a stack of design magazines, and a copy of Dessert Can Save the World by Milk Bar founder Christina Tosi.
What I’m listening to: Yard, the new album by Slow Pulp. Their fuzzy, crunchy, guitar-driven songs light up my vintage ’90s shoegaze-y side.
‘80s crush: James Spader as Steff in Pretty in Pink. He absolutely nails being such a toxic asshole in that role, but it’s the feathered bangs, linen suit, and sockless loafer look for me.
Current crush: I mean, I still get butterflies every time I get a text from my husband – honestly, he’s sooo dreamy!
Latest fave find: In high school, I *so* wanted the floral Doc Martens that Sienna Miller wore, but was never able to get them. I finally hunted down a pair in my size that made my Angela Chase-loving heart sing.
What was your first job: The summer I turned 16, I did data entry at the company where my mom worked. Not all that exciting, but I was able to bring my Walkman and I got sent to Dairy Queen every afternoon with everyone’s orders. Ice cream and Smashing Pumpkins cassettes FTW!
What do you like/hate about getting older: Realizing that so much of what I thought was important just doesn’t matter at all. External opinions of you, trying to meet every expectation, fitting into categories so that other people can more easily understand you? Nope. No one’s keeping score, and most people don’t have it all figured out themselves anyway!
Thing you miss about the past: The freedom in how five-year-olds put together their incredible outfits. A flowered dress with striped tights, a polka-dot sweater, glittery boots, and ribbon-streamer barrettes? Yes, please! Their mismatched concoctions are always so fantastic, and I’m trying to channel that vibe from my own childhood.
Best thing that happened recently: Folks reaching out to say they love seeing colorful Superbloom posts in their IG feeds every day. It’s so nice to hear that we’re sparking joy and brightening people’s days.
What are you looking forward to: Traveling again. Getting to see friends and family soon and also exploring new places — and the flowers that are native to them!