Profiled: Kindred Twines Founder Ria Foye On Flowers As An Act of Self Care
Ria Foye, founder of floral design brand kindred twines, is not simply a master at curating striking arrangements — she’s an architect of inspiring spaces and aura-shifting works of art.
A path of curiosity, serendipity, and divine timing led her to what is now a sought-after brand that has partnered with other buzzy Black-owned companies like BREAD Beauty Supply and Base Butter — and this is only the beginning.
Well, actually, the beginning of her story is like so many others — rooted in the abyss of corporate America and searching for a much-needed creative outlet. After picking up floral arrangements as a hobby and reading the international bestselling book L'art de la Simplicité: How to Live More with Less, which introduced the notion of integrating flowers into self-care, the wheel began to turn.
Years later, she channeled the frustrations and uncertainties of a global pandemic into a passion-filled practice that could be felt far beyond the confines of quarantine.
Foye, who also serves as the social marketing lead at Twitter (she’s a boss, okay?!) is carving a solid, intentional space for herself in the floral industry.
The designer sat down with SACRD to discuss all things kindred twines.
How does it feel to watch the brand bloom and how do you balance it all?
It has definitely been one of those pinch-me moments, but at the same time, I've had to take a step back like, “Hey, I always knew I could do this. I know I have that drive within myself. This is something that I want and I've manifested from the day that I decided to go all-in with it. Why wouldn't I expect this to happen?’ So it's really been about staying very humble and very grateful for everything that's manifested so far.
Managing my 9-5 as the marketing lead at Twitter for creators and music has been a relatively easy balance. I'm a massive morning person so that helps. It’s just finding times in the morning or later in the evening, when I’m at my most creative, that's when I tap into all my kindred work.
What has been the most exciting and challenging part of running a business?
I think just seeing the positive response to what I'm creating. The style and the pieces that I make are very reflective of my personality. They're very quirky and a little funny. It's been exciting to just see people loving the work. Also, expanding the team [has been exciting], you can't do this without having a support system, someone who gets it and that you're able to bounce ideas off of.
The biggest challenge is that I'm not a paperwork person. So getting all of the details of the business side of things together has been challenging. I don't come from a strong business background, I've always been like a social marketer, writer, and brand storyteller. So I'm just like ‘oh whoa, LLC paperwork?’ It's forcing me to put my businesswoman pants on when I've always been the free-flowing creative, but it's flexing the side of my brain that I want it to.
kindred twines x BREAD collaboration
What have flowers taught you about life?
They’ve taught me patience. Not everything blooms immediately. It takes time to get the flower to the condition that you want, or that you desire to use it. Which is like a massive life lesson for me, you know? I'm here enjoying the present moment, why rush anything? All you have is now, so you have to enjoy it, watch it bloom, and try not to speed up the process.
I think another lesson is just about observing the natural. As I evolve the business, that's something that's floating around in my mind. How do I use my floral work? How do I use plants? How do I work with nature to create beautiful things rather than disturb them?
What does it mean to be a part of a community of Black women in floral design?
It’s been one of the most beautiful and rewarding aspects of this business. I refer to it as a sisterhood. I've always wanted that female community that has each other's back, that are there to support and help each other. And I have seen that come in tenfold. I have a support system that's always throwing referrals around and having crossover events. They're like, “Hey, how can I help you? How can you help me?’ vice versa. It's been really, really beautiful to see that come to life.
You can keep up with kindred twines and Ria’s journey by following her on Instagram @kindredtwines.
Shop Ria’s Favorite Black Brands
$54 | Reversible Bucket Hat QS
“I am just obsessed with the design world that they've created. It's clean and quirky at the same time, which is right up my alley. So I love them for like the aesthetics. I'm a bucket hat junkie and a bag junkie, so they just speak to my soul.’
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‘I love them for the same reason anyone else loves them. I love how they tie positive manifestation, self love and connect it so seamlessly to the black community. They win.”
$48 | Lady Day Luxury Candle
‘I recently reconnected with Terry, she's the owner of Harlem Candle Company. I'm based in Harlem and I love filling my home with candles. I'm a very sensorial person and having these scents fill your space, it's beautiful. She has amazing candles.”
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