What have flowers taught you about life and beauty?
There’s a lot there! Before we can talk about flowers, we have to talk about weeds. Part of my floral journey started by using weeds as a medium. I was inspired by the fact that we collectively consider weeds “unwanted.” But just like the times in my life that were difficult — that were unwanted — I wanted to create something beautiful out of them.
Flowers, on the other hand, are beautiful in every stage. The bud, the bloom, the fragrance, the fading – there is a way to use them at every point in their lifecycle. Understanding that has been a very sweet experience for me. It mimics human life. When we are young, we are beautiful; and when we fade, we are beautiful. We just have to see it that way.
Explain how you maintain balance as a mother and business owner.
Maintaining balance is definitely tricky. It’s been so hard. When I decided to work full-time in 2019, we talked about it as a family. I said to my kids, “Mama’s gonna hustle. It’s going to take grit, and it’s going to take a lot out of us, but mommy’s a badass and will make it work.”
To tell you the truth, I haven’t worked out in two years, I gained weight, I drank a lot of wine — I haven’t learned balance quite yet. I knew what it would take going into the business, and I made the conscious choice to bring Pickletown where it is today.
This past Mother’s Day was a sort of significant transition time for me. I don’t want to grind like that anymore. I now understand what I want from the business and what the business wants from me. I am figuring out everything along the way. I am beginning to move into the space of balance.
When someone requests a custom arrangement, how do you ensure that it blends into the space or the home?
Any given week, we have three to four inquiries for custom installations in homes and local businesses. We have a very specific process for that. First, customers fill out a form and send us both photos and dimensions. Then, I will personally get on Facetime to talk through the space and style. I pride myself on being great at capturing the unique styles of people. Just recently, two very different hair salons reached out for custom installations. I was able to create arrangements that were unique to the salons with a Pickletown twist. It’s very collaborative.
Has architecture influenced your designs in any way?
I am very inspired by Europe and the old feel of classic New York City buildings. I love that neutral color of stone — it’s almost a linen color. Every time we are working on an arrangement for Pickletown, if it looks too bright or intense, we throw in some tan. We “Pickletown-ify” it. Everything we do has this subtle vibe.
During my travels to France and Rome, I saw a lot of that linen stone color. And in those countries, you’ll see flowers bursting all over the buildings. It’s the perfect color backdrop. My truck is such a muted color because we wanted the truck to be the beautiful backdrop that allows the flowers to shine through.
To what or to whom do you attribute your success?
My husband has been an incredible source of support. He has become the stay-at-home working dad. He cooks, he cleans, he takes the kids and runs them around — he does it all. Having a family is challenging as a business owner but having a partner like him makes me feel so supported. We have empathy for each other.
Internally, much of my success has come from my determination and perseverance. I’ve been through a lot, and because of it, I have so much grit. The hard days I have are really hard, but nothing can be as hard as what I’ve already been through.
Being an entrepreneur is no joke. You have to have the passion for the thing you’re doing, but you also need resilience. You need to be able to get back up over and over again. And that is a hard thing to do.
Where do you find inspiration in your daily life? Do you have any recommended books, podcasts or publications?
Part of my art inspiration comes from seeing the work of other designers that I really admire. I read a lot of books, but You Are a Badass by Marie Forleo helped me launch my current way of thinking. She has several books and they’re all worth reading.
I’m also inspired by the fact that I have to do this. I have this intense motivation to succeed in what I see for this business, so I will continue pushing new ideas in the floral industry.
To order your own custom Pickletown Flower Co. arrangement, visit the website at pickle.town or follow along on Instagram.