Alright – so today we’ve got the honor of introducing you to Courtney Buchanan. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Courtney, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
CB Grey started as one of those completely unexpected, “What if?” moments during the early days of the pandemic in April 2020. The world had shut down, I had a six-month-old baby (Grey, who was into everything), and I was trying to navigate this strange new reality. I’d let go of the work I loved— producing videos for trade shows—because, well, nothing was happening anymore. I needed something to focus on, something creative, and honestly, just something to keep me sane.
At first, I started making and selling beaded bracelets on Instagram, donating all the proceeds to Meals on Wheels. It felt great to give back, but sourcing beads became a challenge pretty quickly. That’s when I started experimenting with digital painting on my iPad—something I’d dabbled in while I was pregnant. One day, while scrolling through ideas and feeling restless, I had this lightbulb moment: What if I could print my designs on silk?
I can still feel the rush of excitement I had in that moment. It was like something clicked. I didn’t know a thing about fashion or textiles, but I started Googling like crazy—“How to start a silk scarf line”—and went all in. I ordered samples from manufacturers, stayed up late reading everything I could, and worked on designs while Grey napped. I had no idea if it would work, but I knew I had to try.
What got me really excited was the emotional connection I could create with these scarves. I wasn’t just designing pretty accessories—I was telling stories. Each design had meaning and a deeper purpose, and I realized this was about more than just fashion. It was about empowerment, joy, and inspiration—things the world really needed during such a heavy time.
When the first sample arrived, I’ll never forget opening the box. I squealed so loudly my husband thought something was wrong! Holding that scarf in my hands for the first time, I just knew. I knew this was something I wanted to pour my heart into. It wasn’t about solving a specific problem—it was about filling a space in a way that no one else was. I wanted to bring beauty and meaning into people’s lives, and CB Grey became the perfect way to do that.
Courtney, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Courtney Buchanan, the founder and designer behind CB Grey, a luxury silk scarf brand that blends fashion with meaningful storytelling. I launched CB Grey in 2020 during the pandemic, completely by accident—and with no background in fashion or textiles. Before this, I was doing video production for trade shows, dabbling in photography, and even running a wedding planning business. But when the world shut down, everything stopped. I needed a creative outlet, and somehow that led me to the wild idea of printing my digital designs on silk.
CB Grey is all about creating beautiful, meaningful accessories that inspire and empower. Every scarf has a story—whether it’s inspired by a real woman’s journey, a personal experience, a charity, or even a fun, joyful moment. These stories are what set us apart. It’s not just a scarf; it’s a piece of art with heart and purpose. I also design custom scarves and other items like jacquard blankets, collaborating with clients and brands to bring their unique stories to life.
One of the things I’m most proud of is how CB Grey connects with people on such a personal level. I’ve heard from customers who gift scarves to loved ones during big life moments or who wear them as a source of comfort and confidence. Knowing my work has that kind of impact is what keeps me going. I’ve also had the honor of seeing my designs gifted to celebrities and featured in events around the world—it’s surreal and humbling.
What really sets CB Grey apart is the personal touch. From the designs themselves to the packaging to how I interact with my customers, I want every detail to feel special. And as a female-founded business, I’m also passionate about empowering other women, whether through collaborations, mentorship, or just cheering them on.
For potential clients or followers, I’d want you to know that everything we do at CB Grey is rooted in joy and intention. It’s not just about fashion; it’s about connection, empowerment, and creating pieces that make you feel amazing. Whether you’re looking for something meaningful for yourself or a truly one-of-a-kind gift, my hope is that our designs make you feel seen, celebrated, and inspired.
We’d love to hear the story of how you built up your social media audience?
Building an audience on social media was a process of trial and error, but honestly, it started with me just putting myself out there. When I launched CB Grey in 2020, I knew I had to find a way to share my story and connect with people. Social media felt like the most natural place to do that, so I dove in headfirst—literally messaging hundreds of influencers, introducing myself, and sharing the heart behind my brand.
At first, it was all organic. I wasn’t paying for collaborations; I was reaching out to women I admired who I thought would resonate with my designs and my mission. I’ve been so fortunate to work with some incredible women who believed in CB Grey and wanted to help spread the word, often just because they loved what the brand stood for. Many of those early connections turned into friendships, and that organic support really helped me grow my audience.
Over time, I realized the importance of showing up consistently and being authentic. I started sharing more behind-the-scenes content, like the messy process of designing scarves, what it’s like as a solo entrepreneur, and even funny or personal moments. People connect with people, not just products, so letting my audience see the real me made a huge difference.
Social media is a long game. It’s not about going viral overnight; it’s about showing up, sharing your story, and building genuine connections over time. And the more you pour into it, the more you’ll get out of it.
Can you share a story from your journey that illustrates your resilience?
One story that really stands out to me is my first time exhibiting at Coterie in New York. I had no idea what to expect—it’s a huge fashion trade show filled with buyers, brands, and industry heavyweights. Honestly, it was intimidating, and I went in knowing it might not lead to immediate orders. But I told myself this was about planting seeds and getting CB Grey out there.
The first day was slow. Really slow. I’m standing there with my scarves, watching people walk by without stopping, and it’s hard not to let doubt creep in. But instead of just waiting around, I grabbed a stack of promo scarves and business cards and walked the floor. I started introducing myself to buyers, handing out scarves, and talking about my brand. I didn’t care if it felt a little awkward—I knew I had to make the most of the opportunity.
By the end of the show, I’d written a few orders (which I didn’t expect at all!), connected with amazing buyers, and gained a ton of insight into the wholesale world. It wasn’t perfect, but I showed up, put myself out there, and refused to let the quiet moments shake me. That resilience paid off—not just in orders but in confidence.
That experience taught me to keep going, even when it feels like nothing’s happening. Whether it’s a slow day at a trade show, a post that doesn’t perform well, or a setback in business, you have to trust that the work you’re doing now will lead to results later. It’s about showing up, staying determined, and being willing to put yourself out there, even when it’s uncomfortable. And in the end, it’s moments like these—taking chances, learning, connecting, and growing—that make this journey with CB Grey so incredibly fulfilling.
Contact Info:
- Website: https://www.shopcbgrey.com
- Instagram: @shopcbgrey
- Facebook: @shopcbgrey
- Linkedin: @shopcbgrey
Image Credits
KVC Photography &
Monica Farber