Naming Blume was probably one of the hardest and most exciting parts of creating the brand.

I knew I wanted one word. Something that had meaning, but wasn't too literal. I didn't want something like Thrive or Preceptorship. I wanted the name to leave room for Blume to grow into whatever it needed to become, rather than tying it to one particular service or stage of an AHP's career.

So, I sat down with my auntie, who has worked in branding and marketing, and she asked me lots of thought-provoking questions about the brand I wanted to create, what I wanted it to represent and, most importantly, how I wanted people to feel.

Somewhere along the way, I fell in love with the idea of a rosebud.

Then came bud.

Then bud to bloom.

I loved the meaning behind it — the idea of potential, growth, becoming and having the right environment and support to flourish.

But… it felt a little too much like I was opening a florist haha!

So I started playing with the words.

And then I found Blume — the German word for flower.

And that was it.

It still sounds like bloom, which is exactly what I wanted. It carries that same idea of growth and becoming, but it isn't quite so literal. And, to me, it represents everything I want Blume to be.

Because a flower needs the right environment to grow. It needs to be nurtured, supported and given what it needs to thrive.

And I think people are a little bit like that too.

Give someone the right support, encouragement and environment, and you might be surprised by just how much they can grow.

So, when I found Blume, I never looked back.