Your summer hostess game just got stronger, and you have Sugar & Cloth to thank. The Houston-based DIY and décor blog has made a splash into Instagram-worthy party essentials with the new Sugar & Cloth Shop. From cake stands to champagne coupes, the collection is made to fulfill your party planning dreams.
The online collection, available exclusively at Amazon, features a colorful array of entertaining products for your next big fête. Ombre straws, gold cacti-printed plastic tumblers, marble cupcake stands, and gold flatware are just a few of the coveted favors available. Procrastinators can also rejoice: The whole line is available for Amazon Prime members, making it easy to get what you need for your last-minute soiree.
For those who’ve followed the Sugar & Cloth brand for years, the new pastel-hued collection bears a striking resemblance to many of the website’s DIY projects. “When I initially started Sugar & Cloth almost seven years ago, it was all about DIYs and recipes,” says founder Ashley Rose.“After a few years, it evolve into more of a lifestyle-oriented blog, and that’s when putting the two [concepts] together brought entertaining tips into play. It became a category I really loved to dream up.”
You could call Rose the epitome of a true “glow-up.” What started as an at-home side project in 2011 has quickly grown into a picture-perfect lifestyle brand with national acclaim. Over the years, Sugar & Cloth has accomplished everything from working with Martha Stewart to snagging Domino Magazine’s Best Design Blog of 2018.
The idea to expand the feel-good DIY purveyor into product production occurred when Amazon commissioned the Sugar & Cloth team to travel to the company’s Seattle studio and style the site’s party page. “It was always a dream of mine to move into products, and some of my graphic design experience from college helped me bring my vision for the products to life,” Rose says.
Rose keeps three words in mind when designing a product or styling a photoshoot: modern, colorful, and approachable. “You can make something as modern and colorful as you want but if people can’t picture themselves using it or living in that space, then it doesn’t do much good,” she says. “Approachability is definitely the key in making all of the design choices come together so people can see themselves in the product and [know] how to use it.”
When the Sugar & Cloth team isn’t dreaming up a candy land of DIY confections and sweetly styled party goods, the team is sharing a behind-the-scenes look at what it takes to get that Instagram-ready photo. It’s not unusual to find Rose slaving away over balloon garlands on her Instagram stories while her husband and photographer Jared Smith documents it all, often while holding their baby Gwen in the process. They even share an unfiltered look at the true prep and planning that goes into throwing a grand event.
“My number one party hosting tip would be to think about making guests feel welcome and relaxed as much as you’re thinking of the decor and fun details,” Rose says. “A party isn’t a true party unless people are having a good time!”