Her Campus Logo Her Campus Logo

Women in Business: The Story of Wildflower Cases Skyrocketing To Success 

The opinions expressed in this article are the writer’s own and do not reflect the views of Her Campus.
This article is written by a student writer from the Her Campus at PSU chapter.

I don’t think there is one single person who DOESN’T know about Wildflower Cases in 2023. If you don’t own one by now, you definitely have seen one. 

For the select few who don’t know, Wildflower Cases features limited edition iPhone cases with quite possibly the cutest designs you’ve ever seen. Each and everyone is up-to-date, chic and stylish — following the latest trends in the fashion world. 

The cases are handmade with a printed fabric inlay to showcase each design. A recognizable black rubber bumper is added for protection around the edges of the phone, and each case is jeweled with an iconic silver “wf” emblem placed in the lower right-hand corner. 

But what’s even more interesting than the stunning, trendy designs: the two sisters behind them. 

Sydney and Devon Carlson started their empire with the help of their mother, Michelle Carlson in 2012. 


Sydney and dev showing us how it’s done 💋😩devonleecarlson sydneycarlson fashion runway iconic model modeling foryou

♬ original sound – BellaHadid
Sydney and Devon Carlson

When Michelle failed to find cute iPhone cases for her daughters, she decided to take a shot at making them from fabric and leftover rhinestones. 

According to a blog article on freepeople.com, Devon says “My mother has always been the craftiest mom on the block. She would make my sister and me studded shorts — fabric on one side, studs on the other. Then, she got the idea to make us matching phone cases with fabric and studs because it was nearly impossible to find cute phone cases for our iPhone 4’s.”

Shortly after, not only were Devon and Sydney rocking Michelle’s handmade cases, so were their friends. Michelle started to make extra cases to keep on her just in case someone wanted to buy one. 

The big turning point for Michelle, Sydney and Devon was running into Miley Cyrus in a restaurant in Los Angeles. Devon asked Cyrus for a photo, and that’s when she noticed her case. 

“Miley freaked out at the case and immediately asked where we got it. After explaining to her that our mom had made it, she asked if she could meet her. We walked back to our table with Miley behind us. She tapped our mom on the shoulder, told her how much she loved the cases and told us to start a business,” Sydney recalls.


Cyrus took the photo to Twitter and tagged Devon, where Devon became inundated with questions about where to purchase the cases. 

So, naturally, with the help of their dad who had a background in graphic design and marketing, Devon and Sydney stayed up all night to create a website to sell their cases. 

Pretty much immediately, they received orders. 

And the rest is history. 

Today, Wildflower is one of the most recognizable names in accessories.

The company continues to increase global exposure with retail outlets in Japan, Australia, Dubai, Europe and Singapore. 

And of course, when it comes to their marketing efforts, the duo still continues to upkeep an excellent grip on the world of social media. 

In 2016, Sydney stated, “Wildflower has really opened my eyes to the world of social media. I mean, I knew it was huge but didn’t realize, until I was on the business end, how big it really is. Brands nowadays turn to Instagram, YouTubers and social media influencers for marketing. Because it works! Luckily for us, these people genuinely love and adore our cases and want to post without us even asking and we love them for it! I’ve met and have created so many new amazing friendships throughout this world because of social media. If you use it the right way it really can benefit your brand!” (blog.freepeople.com

Continuing to grow in popularity, Wildflower quickly became a keystone player in the world of influencer marketing, which we all know is HUGE in the world of digital media. 

Their cases have been photographed in the hands of some of the biggest celebrities and influencers, such as Kylie Jenner, Bella Hadid, Emma Chamberlain, Hilary Duff and Olivia Jade, etc. 

Olivia Jade with Wildflower case

As of right now, the brand following stands at 778K on Instagram, 87.5K on TikTok and 45.6K on Twitter. 

Honestly, it’s impressive to me that Wildflower has continued growing and still remains so relevant. Do you know how hard that is in the industry today? Hard. 

I guess that’s what changing with the times does for you. If they stuck with rhinestone cases throughout the years, they may not have been able to upkeep their popularity and demand. 

“When it comes to designing, we’re always evolving our style at the same time the world and internet aesthetic is naturally changing as well. That’s why our cases are limited edition, get it while you can, before the next wave comes,” Sydney admits (teenvogue.com).

Since skyrocketing to retail and social media success, Wildflower has worked with some of the largest brands in fashion, such as Urban Outfitters, Nordstrom, Free People, Dolls Kill and many more. 

Today, with the combination of the trendy “wf” cases you see in the hands of celebrities/influencers and the urgency of limited edition handmade designs, it’s a no-brainer that Wildflower was set to become one of the biggest names in not only tech but fashion as well. 

And just like that, with the help of family, Sydney and Devon built an absolute empire that set the tone for not only women in business but created a model business structure for similar companies across the board. 

If you like adorable phone cases, check out their website! If you like having some money in your bank account, maybe don’t. 

Allison is a senior at Penn State University, studying Public Relations with a minor in Digital Media Trends and Analytics. When she isn't writing for Her Campus, you can catch her cooking, making coffee, reading or staying updated while watching her favorite YouTube vloggers.