Exclusive: Julie Brown, Founder of Flora Bea NYC by Julie Brown, Says 'Don't Let Setbacks Define You' When Chasing Your Dreams

Julie Brown, Founder of Flora Bea NYC by Julie Brown, was inspired to start her own womenswear line as she just wants everyone to feel "confident" and "happy" in their skin !

"The brand’s tagline 'Dream big, Dress Well, BE YOU' is extremely important to me and the ethos of my brand. I have always wanted to be a designer, and my journey started with deep admiration for my grandparents. My grandfather owned a store on Wall Street called Walker and Florio, and he designed a lot of his own clothes. That creative influence stayed with me, and as I got older, I realized I wanted to live in the city and design my own clothes — but had no idea how to begin," Brown exclusively tells Morning Honey about the line, which is designed for "chic women who love a vibrant print, a lush fabric and is unafraid to use her voice while standing out from the crowd."

She continues: "I was working at Ralph Lauren — my first and biggest inspiration, and he had a club of people who loved the world he created working for him. I desperately wanted to do my own thing and knew that working there would never lead to that, but I learned so much. I stopped and ended up working at a small bridesmaid store across the street from my apartment. I was fascinated by the fabrics and prints. That experience ultimately pushed me to start my own business."

After learning the industry "inside and out," she started her own line, bringing to Henri Bendel and later Bergdorf’s and Neiman Marcus.

"My husband joined me in the business, and my father even helped ship orders. But as I was about to have my first baby, we realized we couldn’t sustain the business in NYC alone. Unfortunately, a partnership led to the loss of my brand name and money. It was devastating, but I refused to let that stop me. I pivoted and created Flora Bea NYC by Julie Brown, which represents my alter ego — standing up for myself, fighting for my dream, and continuing forward. The name Flora Bea comes from my grandma’s mom, Flora, and her sister Bea," she shares.

"The name of my grandfather's store was Walker and Florio, which is also part of where Flora Bea comes from. For me, when it came time to create a new label, it had to be a new beginning. It was to be in bloom again. Flora is associated with new life and it also helped to tie real meaning into the brand name," she adds of the moniker.

Now that Brown's business is up and running, she loves making "women feel confident in their own skin."

"There’s nothing better than seeing someone light up when they put on one of my designs. The most challenging part is the business side—learning to navigate manufacturing, finances, and distribution, especially after facing major setbacks. But every challenge has made me stronger and more determined," she notes, adding that she loves "our printed dresses. They represent everything I stand for — bold colors, unique designs, and effortless confidence. Each print tells a story, and I love seeing how different women bring them to life in their own way."

As for what the future holds, Brown is excited for all that's to come. "I hope to expand Flora Bea NYC by Julie Brown into a full lifestyle brand, offering accessories, handbags and even home decor. Fashion is just one piece of the puzzle — I want to create an entire world that embodies confidence, color, and self-expression," she says. "I want Flora Bea NYC by Julie Brown to be a household name, recognized for its unique prints and empowering designs. I also want to grow the brand internationally and expand into new categories."

"I hope to be able to do more custom clothing (which is where I started). I love getting to know my customers and being involved with them, doing everything with my own two hands. When I took on partners, I had to commercialize the business more and I lost that initial impetus and WHY for what brought me into the fashion world, but I’m making my way back to that," she continues. "I would also like to do collaborations and licenses — if the right opportunity came across my desk!"

Though Brown's journey hasn't been "easy," she wants others to know they can too make their dreams come true. "Don’t let setbacks define you — find another way forward," she declares of creating her own business.

"Through my designs, I hope to give women a sense of confidence and joy. When you put on something that makes you feel amazing, it changes your whole mindset. That’s what I want my brand to do — make women feel strong, beautiful, and unapologetically themselves," she adds. "If you love something enough, not any one person or any one thing can ever take that away from you. It will look like hard work to others, but to you it will always come easy and work its way through. Stay the course with a great attitude and gratitude!"