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“We believe that the world’s finest teas can be an everyday luxury,” says Heidi Johannsen Stewart, co-owner of Bellocq. “Our mission is to elevate the daily experience, and share our commitment to passion and discovery with our clients."
Bellocq was founded in 2011 by Heidi, a former food editor and stylist, and co-partner Michael Shannon, a product designer, to share quality artisan work and a devotion to fine tea. After their third partner, interior craftsman Scott Stewart, found the perfect pop-up space in London, Bellocq launched their first tea atelier, eventually moving it to the trio’s native Brooklyn, where it exists today. The company launched its Instagram account in 2011.
"On the account, we try to allow our images to evolve organically, naturally,” says Heidi. “There is a lot of travel, poetry, and, of course, a great deal of tea!” There is also a good amount of Bellocq’s trademark color, sunflower yellow, which is found on all of its packaging. “Instagram is not so much advertising for us as it is story telling.,” she adds.
Instagram has enabled Heidi and her partners to unexpectedly meet with Instagram friends on the other side of the world. What advice would she give to businesses thinking about starting an account or using IG advertising? “I think there are many approaches that work,” she says.
"Ours is to stay with quality; if an image doesn’t look, feel, or entice then it’s not worth sharing.” Given that Bellocq images have turned up in trend presentations that Heidi and Michael have attended, that intuition seems to be working for them.
Photo by bellocq
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