Growing the New York Botanical Garden Brand

Planting the seeds

Prior to 2012, NYBG had not engaged in any significant brand licensing activity. Recognizing the potential to expand its reach and generate sustainable revenue, NYBG engaged Jewel to launch and manage a full-service brand licensing program from the ground up. NYBG signed Jewel because of our expertise working with brands that have significant design assets and archives.

Objective: Establish an evergreen licensing program for a renowned cultural institution that will provide a steady stream of income to help support the institutions important work in horticulture, conservation and research.

Botanical tablescape by Oscar de la Renta for the New York Botanical Garden — Oscar de la Renta for The New York Botanical Garden

Inspiration in bloom

NYBG worked with our Creative team to develop a portfolio of assets sourced from NYBG’s magnificent archive of botanical artwork to facilitate design and product development with licensees across a diverse array of product categories. New print and pattern collections continue to be released to partners of the brand on an ongoing basis.

Pink tea gift boxes with botanical artwork — Tea Forté for The New York Botanical Garden

Apothecary perfume bottle on lilacs — Caswell-Massey for The New York Botanical Garden

A flourishing brand

The New York Botanical Garden’s growing licensing program now includes 25+ licensees and retail partners in categories that include home decor, stationery, gift, books, jewelry, bath and body, fragrance, food and beverage, fabric, and more.

High-profile collaborations have included an exclusive partnership with Frontgate for wall art and outdoor decor, a tabletop collection with Oscar de la Renta, a co-branded partnership with Caswell-Massey, a bouquet subscription collection with BloomsyBox, and a collaboration with Tea Forté on a series of curated tea collections inspired by NYBG’s living collections and archival artwork.