What is Edelweiss?


Edelweiss is a white mountain flower that is also the national flower of Switzerland. It is said that the flower signifies deep love and devotion whereby men harvest the flower on daring steeps and fatal climbs to prove love and to show devotion and commitment.

It is also a show tune from the 1959 Rodgers and Hammerstein musical The Sound of Music.

Why Edelweiss?

Up until a few years ago, I was fortunate enough to have both sets of Grandparents in my life who both had long, committed and loving relationships (50+ years of marriage). The majority of my summers growing up were spent at my Grandparent’s cottage and at one point or another my Swiss Grandfather introduced me to his favourite movie – the Sound of Music. To this day the song can bring me to tears. Partly because it reminds me of him and also because it’s a part of one of the best love stories ever.

When I started researching a brand to replace my name it was crucial that it was personal, but also that it resonated with potential clients. A lot of my clients are recently engaged and are about to commit their life to another. The Edelweiss flower is a symbol of commitment. The flower also reminds me of someone who played a pretty substantial role in my life and the foundation that I build my own personal relationships on. It couldn’t have worked out better.

Who are we?

Jordan Beresford


I graduated from the University of Western Ontario with a Bachelor of Arts Degree with a Major in Media, Information, and Technoculture. I'm a former Innovative Design and Production and Design instructor at Humber College. I currently live, work and play in Toronto, Ontario. Photography by Chantelle Watt Photography