Boston — Birch Lane has tapped Instagram and TikTok sensation Barbara “Babs” Costello as the brand’s first ambassador.
Costello’s account @BrunchWithBabs is a draw for all ages, amassing more than 7 million followers for the mother of four and grandmother of nine. She is also the author of “Celebrate With Babs” and has a second book in the works.
The curated collection of Costello’s favorite Birch Lane pieces features more than 50 items, including the Rosalie extended dining table and ladderback side chairs, the Cosette plaid rug, a pendant light, cabbage-shaped dinner plates, holiday wreaths and more.
“There is nothing I love more than getting the whole family together at my house. It’s our home base, so it’s important to me that it feels warm and welcoming, but also beautiful,” said Costello. “I’ve been using some Birch Lane pieces for more than 30 years, and through my collection, I hope to help my audience, who come to me for home and entertaining advice, create a home that feels authentic to them.”
Plans are to add new pieces to the collection every season, along with homemaking-related tips from Costello.
“At Birch Lane, we’re all about celebrating everyday moments, honoring traditions and fostering community and togetherness, values that we know Babs shares as well,” said Taylor Fitzpatrick, head of Birch Lane. “Through this curated collection, we want to help like-minded consumers who want fresh-feeling traditional homes, but aren’t sure where to start.”
The Babs x Birch Lane collection is available online and in Birch Lane stores. Birch Lane is part of the Wayfair family of brands.