Authentic Quality

Made in small batches

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“What Made You Start Primrose?”

A question I get asked often is why I started Primrose. It is my favorite question, because on the surface I am selling cute hoodies, but it goes so much deeper than that.

When I was growing up my mom had a small clothing brand, Love Lea Designs, where she sold unique and frilly children’s outfits. She used ruffles, different textures, and a technique called appliqué.

For my 21st birthday my mom gifted me a sewing machine. I was humbled by how tedious and frustrating learning to sew was. I was so sure that sewing was just not for me. I was sewing out of my college house where fabric slowly started taking over my room. My mom suggested I learn appliqués as a way to learn different fabric types and tensions.

After a few months I started to get better and wear my designs out and about. I will always remember the first person who asked me “Where did you get your hoodie?” and I got to say “I made it <3.”

In October of 2024 I decided I was going to launch my business, with a sewing machine and a dream. I put together a Google form and announced it on my Instagram.

Fast forward to April 2025, I had applied to the Encinitas Street Fair as a vendor. I received the letter less than 14 days in advance. I had about 5 hoodies in inventory and had no idea what I needed to do a market. I somehow pulled it off and it was one of the most fulfilling experiences.

My mom now helps me sew my pieces and it is so full circle. We use a lot of her original fabrics that she used for her brand. I have always dreamed of having a brand, and this journey is truly a dream come true.

-Brooke Willier

Our 4th Pop Up Shop Was a Success!

You all showed up and showed out at the SD Made Market in Liberty Station! It is so crazy to see how far Primrose has come and how much I have learned since. My heart is so full from the love and energy you brought and I am so thankful to everyone who spent time with me and helped bring this community to life.

This was such an incredible experience. Getting to talk with you all, hear what you love, and learn what kind of designs you want to see was so special. I am working hard to restock all your favorite items and continue to bring new designs.

I could never of dreamed of being able to do anything like this. This is only the beginning and I’m so excited for what is ahead. Thank you for being part of this journey. I cannot wait to keep creating and sharing more with you all.

-Brooke Willier

See what other’s are saying

  • "LOVE LOVE LOVE!!💕 I’ve ordered two shirts from Primrose by Brooke, and I absolutely love them! Brooke is incredibly talented, and her attention to detail really shows in her work. The customer service she provides is excellent—she made the entire process smooth and enjoyable. Every time I wear my shirts, I receive so many compliments! I couldn’t be happier with my purchase and will definitely be ordering again. Highly recommend!"

    Anna Miller

  • "I ordered a custom from Brooke and she made me the most perfect sweatshirt I have ever seen! She was great because she really wanted to be sure that I liked the design before she started sewing, and was also so creative and easy to work with! You can truly tell that Brooke enjoys her sewing and cares about her craftsmanship. 100% will purchase more products from her and will recommend her to anyone and everyone who will listen!"

    Gabrielle LaFortune

  • "Brooke’s creativity and attention to detail truly stand out. Her designs are so adorable and unique. The quality of her work is phenomenal. She made me the perfect SDSU tank and made the best custom black hoodie with a gingham bat for my daughter. Everything is packaged beautifully and she’s a pleasure to work with."

    Leah Kirby

  • "I absolutely loved the tank top that I got from Brooke! The design came out perfect and the fit is super comfortable. It is definitely one of my staples and I can’t wait to try more!"

    Gabby Piazza

  • "I got a custom sweatshirt from Brooke and she finished it sooo fast and it was great quality! She helped me pick my colors and fabrics and brought my vision to life:)"

    Chloe Rogers

Frequently Asked Questions

  • Every patch is cut, sewn, and appliquéd by my mom and me. We’re hands-on through the entire process, from choosing the fabric and tracing each pattern to carefully stitching every edge. Because everything is made by hand, each piece carries real care, time, and attention to detail.

  • Yes, we do take custom orders. We handle customs through Instagram DM so we can give each piece the attention and detail it deserves. Whether you know exactly what you want or just have a theme or idea, we will create a few mockups so you can see what the layout and patches might look like. Once you are happy with the design, we take payment and begin sewing. We work directly with you throughout the process to make sure it turns out exactly how you imagined. (Don’t believe us? See what others have to say above) Pricing depends on the type of garment, the number of patches, and how detailed the design is. If you are unsure, share your vision with us and we can provide a quote.

  • Shipping times vary depending on availability. Some items are ready to ship and will go out quickly, while others are made to order. If an item is not currently in stock in your selected size or style, additional production time may be needed before shipment. We’re always careful to make sure each order meets our quality standards, and we appreciate your patience while we prepare your piece.