If you’ve walked past Rooted this spring or summer, chances are you’ve stopped to admire the delicate flock of butterflies fluttering in our windows. Suspended in midair, they feel both still and in motion—graceful messengers of warmer days and new beginnings. But behind each paper wing lies a story full of love, creativity, and intention.
The butterfly display was born from a deeply personal place. Ashley, our founder, chose butterflies as this season’s motif as a love letter to her grandmother, who was not only her best friend but also a guiding inspiration throughout her life. “She always liked butterflies,” Ashley shared. “When we see one, we always say, 'Hi Grandmom.'”
Ashley brought her vision to Jacqui, Rooted's seasonal display designer whose creativity and craftsmanship brought it to life in spectacular form. Though it was her first time working with the Cricut machine, Jacqui embraced the challenge with both heart and ingenuity.
“The reason I like using paper is that it’s cost effective and there are endless options,” Jacqui explained. “It’s a forgiving medium.” That flexibility makes it ideal for large-scale displays—affordable to experiment with, adaptable to change, and perfect for fine-tuning until everything feels just right.
Each butterfly you see in the store—whether fluttering in a window or perched quietly among displays—is crafted from layered cardstock. Jacqui chose four unique butterfly styles and enlarged them beyond what the machine could cut in one pass. Each piece had to be cut, color-coordinated, and layered like a paper sandwich, making sure both the front and back were equally beautiful.
Adding wire gave the wings gentle motion and stability. But the magic truly came together in the installation process, when Jacqui arranged each butterfly to mimic the natural rhythm of a flock in flight.
Her approach was instinctive: “Let it tell me what spot needs to be filled,” she said, carefully hanging each piece at varying angles to create the feeling of movement and spontaneity. Her goal was to “imitate a flock of butterflies”—and the result is just that.
From the sidewalk, the display is a showstopper. Inside, it’s a quiet companion as you wander through the store, filled with handmade, thoughtful goods.
The display will remain through the summer months, and we may even expand on it as the season continues. For those who’ve fallen in love with the design, a limited number of butterflies are available for purchase upon request.
Come visit Rooted and look up. You just might feel a little lighter, a little brighter, and a little more connected—to nature, to art, and maybe even to someone you love.
