A search for a creative outlet led Naimah Belin to the floral industry.

The Milwaukee, WI, native — the youngest among her four siblings — was raised in a single-parent household. She told AFROTECH™ she grew up with a creative spirit and was an avid reader. Later in life, she still wanted to maintain a creative outlet beyond her 9-to-5, even as a senior sales professional in tech or as a strategic customer success manager.

Project 1952

As part of her creative pursuits, Belin explored blogging and thrifting but did not find fulfillment until becoming a certified florist in 2022. The following year, she launched Project 1952, a self-funded, Chicago-based floral business dedicated to her mother, Virginia. Since its inception, Project 1952 has partnered with the Emmys and the NBA All-Star events.

“I’m still in sales tech within the video industry, and it can be very Black and white, cut and dry, talking about APIs and technical backgrounds and everything that has to do with the video industry. I was looking for something fun to do outside of my nine to five,” she told AFROTECH™.

Belin describes her floral creations as “whimsical,” “sculptural,” and “anything but traditional.” Each arrangement is handmade, custom-created, and available for local delivery in Illinois, with travel options for larger-scale events. She also focuses on special occasions, including weddings, but notes that her aesthetic aligns with the “anti-bride.”

To receive an arrangement, customers can fill out an inquiry form on Project 1952’s website or choose a subscription tier ranging from $65 for biweekly to $75 for monthly.

Community Model

Belin is hoping to expand her business far beyond her floral creations. On Nov. 9, she will host an art club for a $25 fee. Participants can create eucalyptus bouquets, bag charms, bracelets, and mood boards — a visual tool that she has found useful in bringing her arrangements to life.

Also on the horizon is a floral workshop to teach people how to create a floral arrangement.

“I definitely want more people to appreciate flowers. Just like I did,” she expressed.