We had the good fortune of connecting with Phung Banh and we’ve shared our conversation below.

Hi Phung, can you walk us through the thought-process of starting your business?
My sister Hoa and I have always loved stationery. Growing up in Vietnam, we spent hours decorating notebooks, writing letters, and journaling. It helped us slow down and feel grounded.

Years later, we were living in different countries—me in the U.S., Hoa in Canada—and working full-time. Life moved fast, but we both kept returning to those quiet routines: writing things down, making plans, creating space to think. That’s when we decided to start Primary Blooms.

We wanted to create tools that feel personal and thoughtful. Something you can reach for to check in with yourself, process your thoughts, and hold small moments of calm. What makes us different is our focus on combining journaling, memory keeping, and visual planning into one intentional space. Every product we design encourages slowing down and connecting with your inner world, not just getting things done.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Primary Blooms is a stationery brand shaped by the styles and influences we grew up with in Asia. Our designs are inspired by Japanese clean aesthetics, Korean playful cuteness, and the nostalgic charm of Vietnamese school supplies. We create products that go beyond note-taking. They are made for reflection, memory keeping, and intentional productivity.

What sets us apart is our focus on designing tools that hold space for both structure and creativity. Each journal is part planner, part visual journal, and meant to grow with the person using it. Whether you are organizing your day, documenting a memory, or creating something personal, our products are made to support that process.

We also focus heavily on community through social media. We’re building a space for creative, crafty girls who love journaling and scrapbooking in their own way. We share inspiration, explore different visual journaling styles, and encourage people to make things that feel honest and expressive, not just perfect.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We’d start with lunch at Pho Xom—their phở always hits the spot and feels like a warm welcome, especially with the nostalgic art on the walls. After that, we’d head to Bishop Arts District to stroll through local shops. We’d definitely stop by Urban Owl, one of my favorites, and soak in the exciting energy of the neighborhood.

Next, we’d visit Hyphen Space for a matcha break and a quiet moment to catch up. Then we’d swing by Dallas Contemporary to get inspired by the latest exhibits.

In the afternoon, we’d go thrifting on Lowest Greenville, hunting for secondhand gems and quirky finds at Crossroads Trading and 2nd STREET.

To end the day, we’d have dinner at Via Triozzi. They serve the best Ricotta Montata and Linguine alle Vongole. It’s the perfect spot to wind down with great food and even better conversation.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Definitely my cofounder—and sister—Hoa. Primary Blooms wouldn’t exist without her. We’ve been creating together since we were kids, but building a business across two countries has taken our collaboration to a whole new level.

Hoa brings not just heart, but sharp strategy. She’s incredibly smart as a marketer—always thinking about how to tell our story in a way that feels true to us and connects with others. She pushes our brand to grow in thoughtful, intentional ways, and I’ve learned so much from building this alongside her. I feel lucky every day to be in business with someone who knows me so well and believes in what we’re creating.

Website: https://www.primaryblooms.com

Instagram: @primary.blooms

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