ThreadStory No. 3

Flower Shop Entrepreneur Redefines Boho Beauty

When you meet Alexandra Scholtz, it is clear that she is in her element. That big, confident smile of hers reflects the creativity and healthy challenges she encounters as her life intersects with her work.  Alexandra recently moved to L.A. from upstate New York and opened up  Wild Flora, a floral design and gift shop in Studio City with her brother, a landscape architect. Alexandra curates the shop and designs floral arrangements for weddings, store front displays, individual bouquets, and more.

Alexandra grew up immersed in the business of flowers. Her mother owned a flower shop in New York so she had an affinity for floral arrangements at a young age. Initially reluctant to open her own store at such a young age, she went for it and so far has been grateful for taking the initiative. When she and her brother were looking for locations, the store front of what is now Wild Flora spoke to them both. If it wasn’t the Ivy that surrounded the large storefront window that sold them, it was the fact that the first three numbers in the address of the shop contained the address of their mother’s floral shop! 

Wild Flora curates  beautiful jewelry by local designers as well as scarves, accessories, children’s toys and home products. Alexandra’s store has a very home grown yet sophisticated feel; it has a boho meets minimal aesthetic vibe to it. Wild Flora is evidently a product of her good taste!

Photographed by Joy Newell

Styled by Courtney Biebl

Featuring Alexandra Scholtz and Wild Flora


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Boho Chic x Back to Basics ft. Fiona

Fiona in “Ritual – short dress” in black by Burningtorch

You might already know that Threads, our developing fashion app, offers something rather unique.

Not only is it’s content organized by a bevy of stellar stylists and bAbe-rham Lincoln bloggers, but it is searchable by theme. A.K.A. stop stressing over that perfect #bohochic look for tonight and simply punch it into the app.


Since we’re still technically pre-launch, we’ll lend you the mesmeric Fiona and her killer style for outfit inspo.

*Particularly perfect for our themes: boho chic & back to basics*

Fiona in “Ritual short dress” in black by Burning Torch

Make way. Fiona in Burning Torch’s “Sunkist Dress” (in steel)

“Yes please!”, to this jumper on Fiona by Aussie queen Lisa Maree .

We met Fiona at a codesign for Threads during the app’s development with her also super stylish friend, Talia. Immediately, with Fiona’s innate fashion sense, personal hustle, and the professional moves she was making, we knew she was a Threads-girl. Check out her blossoming blog here and you’re welcome in advance for her threads here (well…until the app is out!). 

BTS shots courtesy of Ali Ballensweig and (of course) TYSM to treasured photog Frankie White & this post’s muse, Fiona. 

Feigning for some style inspiration? Download our app, babydoll. 

ThreadStory No.2

feminine // masculine

 two self-made, singer/songwriters dress-up their inner tomboy 

“I never knew I wanted to be a musician. I grew up studying classical violin, piano, and flute, but never ventured from what was written on the page. It wasn’t until after college that I wrote my first song and fell in love with music in a very different, more personal way,” Sonia shared. “At UC Berkeley, I studied psychology with plans of becoming a therapist,” she continued. “After graduating, I joined a consulting firm in San Francisco where I felt very dissatisfied and felt I wanted more but I wasn’t sure what ‘more’ was. One evening, I sat down at my keyboard and started writing a song. The feeling of aliveness I felt writing that first song made it clear to me that writing music was something I needed to explore more.”

Leila shares a similar story of clarity. She too was a “late bloomer” as a musician. Leila was about to accept her offer to study philosophy at USC and about that time was invited to a pop concert with a friend of the family.  Her inspiration came half way through the show, “If they can do this as a career, I can do this,” she recalls thinking. That moment, she decided to say “screw it,” and soon after, applied to Musicians Institute instead to pursue music as more than a hobby.

It would be nice to say they never looked back since, but that isn’t the case. “I definitely have moments of doubt and I do occasionally glance at those other paths I started to go down,” Sonia confesses. “But, when I play a show or I spend a day writing, it is so clear to me how much I love what I do and that doubt always disappears.” 

Leila too, speaks of her struggle to balance staying true to herself and “making it” in an industry that values women for reasons she resents. At the end of the day she realizes she simply can’t not write music, it is in her.

What was clear after getting to know both of these talented, beautiful, and determined women, was that pursuing one’s passion is not a sprint, it is a marathon. More over, transitioning careers is not about risking it all at once and taking a leap, but rather taking several small steps in the right direction.

Leila began taking voice lessons while teaching herself guitar and piano as she gradually shifted her life direction, and Sonia played shows at night while working as an associate at the consulting firm during the day. Finally, Sonia found herself booking shows in Bali, Japan, Minneapolis, Nashville and in several of LA’s hotspots, consistently enough to have music be her full time career. Leila just released her first album, is booking shows and is building up quite the fan base. Similarly to the first ThreadStory, these women show that is not about “making it,” but rather making it happen. They are doing just that.

Photographed by Yeran Terzian

Styled by Courtney Biebl

Makeup by Stephanie Wolfe

Featuring Sonia Rao and Leila Pari

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