Something as simple as a camera strap, the usually basic black, purely practical item, is turned into an extraordinary accessory at the hands of Vania Morris and Christine Berry, founders of Bloom Theory. It makes sense that these women would want to create beautiful alternatives to utilitarian straps; They’re wedding photographers themselves.
“We strive to provide photographers, such aesthetic-oriented individuals, not only a stylish option, but an irresistible number of styles to choose from,” Morris says. “All our straps reflect styles we ourselves are proud to wear.”
The women draw inspiration for their bow and sequin-emblazoned designs from their own European backgrounds. Morris, 24, is Italian and Berry, 27, is German. They say their backgrounds influence their photographic style — a bit of German minimalism blended with Italian femininity. That blend of styles is evident in what they call their “signature modern-vintage imagery” and in the designs they create.
After meeting in college (both were graphic design majors), the friends went on to start their wedding photography business, Simply Bloom, in 2007. While they were each planning their own nuptials, they’d fallen “madly in love with all things wedding.” Their wedding photography business has taken them all over the globe and earned them recognition from numerous wedding publications.
Morris originally had the idea to design a line of distinctive camera straps, and it didn’t take much convincing to get her friend and business partner on board. The process of creating the straps from initial idea to the first orders, which shipped out in May, took about a year. Taking the time the do the right market research and provide a high level of craftsmanship was important to Morris.
“We knew when we began, that the functionality, structure, and comfort of the product was just as important to us as its aesthetic,” Morris says. That aesthetic is rooted in their own personal style. “Our straps, in essence, are a peek into our closets.”
With layers of lush trimming like ombre lace or frothy puffs of seafoam green the straps have a very girly-chic sensibility. It’s the little details that make a product feel special. Finished with gold straps that attach to the camera body itself and a wood button bearing the elegantly scrolled Bloom Theory logo, the little stuff makes an eye-catching impact.