About us


We believe in honoring crafts that have stood the test of time and want to ensure they are not replaced by mass-manufacturing. Our purpose is to refresh modern living by bringing nature and craft into your space.

Serkan Yapicilar

Serkan Yapicilar is a Turkish entrepreneur with over 13 years of experience home interior products. He is the co-Founder and CEO of Naturalist, which he launched in March 2017 in New York City.

Yapicilar is the visionary behind Naturalist’s unique concept which focuses on offering home décor and home furnishing items with a focus on NATURAL materials including wood and lush greenery and moss!

Yapicilar leads the company in its mission to invigorate the interior design market by offering pieces that are affordable, sustainable, handcrafted, and authentic, from his 'home town' of Istanbul Turkey. Having begun his US career with preserved wall gardens in 2012 with Flowerbox Wall Gardens, he created Naturalist in an effort to offer interior designers and architects unique interior products that let nature in. Coming from a family of entrepreneurs, Yapicilar values the crafts that have stood the test of time and wanted to ensure they not replaced by mass manufacturing.

Yapicilar is not new to taking calculated risks or leadership. He made his original mark in the entrepreneurship world when at 18 years old, he launched and managed his first furniture store called ‘Office Design’ in his hometown of Izmit, Turkey. Today Office Design is still open under the Naturalist name.

Yapicilar was the captain of the National Team of Turkey in Ice Hockey for 12 years, having won over 15 titles. The discipline acquired from the countless year under the iron fist of a Russian trier molded him into the determined businessman he is today.

Kara Kelly

Kara Kelly joined the Naturalist family in 2017 advising on business development strategies and while maintaining her role as Director of Sales for Flowerbox Wall Gardens. Kara brings 15 years of luxury sales and client management experience, most recently managing the Miami, Florida Breitling Boutique. Kelly has a passion for people and delivering an experience that supersedes their expectations.

Kelly is a graduate of the North Miami Johnson and Wales University Business School with an associates degree in Retail Marketing Management. Her studies took her to Sweden, Italy and South America helping her build her expertise and respect for varying business practices and cultural differences.

Kelly continues to oversee all wall gardens and furniture sales while working closely with the CEO and Founder, Serkan Yapicilar, to improve daily operations as well as handling all new business. Her commitment and dedication as the companies President continue to move Naturalist into new frontiers.

Aytu Aksu

Aytu Aksu is a Turkish-American entrepreneur and co-owner of Naturalist.