Founding Story
Sarah Parkins envisioned Birch Cove as a ‘Thoughtfulness Incubator’ in 2018, and formally launched in 2019.
Sarah noticed businesses achieving genuine success were filled with countless stories of individuals feeling and experiencing being cared for - whether clients, customers, guests, employees, contractors, flex-staff, part-time or remote workers.
If an individual felt cared for, their experience was stronger, more engaged, enlivened, and what’s more those individuals experienced a greater sense of well-being.
Businesses investing in the well-being of individuals and bringing thoughtfulness into their decision-making, daily activities, and interactions were achieving higher profits, greater performance, growth, and renewed levels of well-being across their ecosystem. These businesses truly stand out from the crowd.
At the time, in the U.S., there was a service deficiency in the marketplace to support businesses seeking help to grow thoughtful businesses that made a difference to the well-being of individuals and their overall organization. Birch Cove was born.
Why the name Birch Cove?
Words are powerful. Choose them careful and wisely, understand that they create, shape, and change reality.
With this in mind, Sarah chose the name “Birch Cove” with good reason:
Sarah has loved birch trees since she was little. Back then she would spot Silver Birch trees from the train when traveling into London with her Mum, and kept pointing out that the ‘white trees’ were her favorite.
Later in life, already mesmerized by the trees, Sarah went on to learn the white of the bark can often be considered as nature’s way of lighting a path through the forest.
Sarah also discovered that the roots of birch trees are often connected, and if one tree struggles to thrive all the other trees will send water and nutrients to help it recover and once again stand strong.
Another early memory for Sarah was spending time playing in Malham Cove in Yorkshire, England. She recalls how magnificent the natural formation was, how beautiful and powerful it seemed, and yet how secluded and cared for it felt too.
Over the years Sarah has visited coves all over the world and they all invoke the same feelings.
Nature is well known for its restorative qualities in releasing stress, inspiring creativity, and helping us reconnect to who we are as individuals.
When we do that, we show up as the best versions of ourselves to connect with others.
Combining all of these aspects together, Birch Cove was named with the intention of infusing this care onward to clients and anyone interacting with the business.