We're a creative, fashion, and lifestyle brand founded in 2016. Rachel herself is our CEO and Creative Director -devoted mom, wife, sister, designer, and blogger of all things pink, pretty, and RP-approved. Through her namesake collections, creative content, and personalized brand partnerships, Rachel curates chic and romantic inspiration for your wardrobe, celebrations, travel, home décor, and individual style.
Rachel’s journey to owning her own brand began with Rach + Drew, an online journal she made in 2010 to document her newlywed life with her husband (that’s Drew). Rachel had intended this personal blog to be read only by friends and family, but her content soon proved too appealing to stay put. Shortly after their wedding, Rachel and Drew were featured on the cover of Utah Valley Bride magazine, and new audiences began to discover Rachel’s posts and inspiration. The couple’s wedding images were getting pinned again and again, driving all kinds of traffic to Rachel’s small but auspicious lifestyle journal.
Rachel wrote to her growing readership about everything she loved: her marriage to Drew, plans for the future, weekend adventures, shopping, self-care, and tending to her home and family life. She noticed how often women reach out to ask about her personal style (where she had bought her outfit, for example, or what shade of lipstick she was wearing). Naturally, Rachel responded by focusing content on her outfits and beauty regimen, which would again lead to more followers and industry connections. Realizing that lifestyle and fashion blogging could be her full-time passion, Rachel formally changed Rach + Drew to Pink Peonies—her favorite color and flower blossoming as the new and romantic vision for her brand.
Major brands and fashion reps in New York and L.A. took note of Pink Peonies’ growing analytics, curious to see how a young woman from Utah could drive so much traffic through her personal blog. Eventually, after some enterprise and experimentation (and a lucky lunch date with her friend Tan), Rachel was able to leverage this success to launch a capsule clothing line in her name. The debut collection was a reflection of the personal style Rachel had curated on her blog—all timeless, elegant, and feminine pieces, attainably priced for women all over the world.
As each new business venture brought new challenges, new projects, and new followers, Pink Peonies eventually grew into the highly successful fashion and lifestyle blog it is today. Millions of women from around the world tune in every week to browse Rachel’s delicious recipes, spotlights on home and family life, meticulous product recommendations, wardrobe and beauty inspo, and stylish entertaining ideas.
Rachel Parcell is designed to “elevate your everyday moments” through tailored product recommendations, personalized content, and elegant lifestyle inspiration. We believe anything ordinary can be made romantic and whimsical—just bring a good friend and a gorgeous pair of heels. Whether you’re a new or longtime follower of that vision, we’re so happy you’ve joined us along the way.