A little over 18 years ago, I found community in the New York City flower market. Amid the noise and constant motion, people welcomed me into the industry and helped show me the way. When I first started visiting the market, I asked as many questions as I could, eager to learn everything I could.
What I quickly discovered was that the market was always changing—not just season to season, but day to day. Just when you thought you knew everything there was to know, a new variety would appear and delight you. Over the years, I watched the industry evolve and the community grow into something new with each passing year.
That constant state of change is one of the things I love most about floristry. It fosters a culture of curiosity, collaboration, and shared knowledge. We lean on one another to solve problems, exchange ideas, and navigate the unexpected. There is a deep trust among fellow designers and a collective understanding that we are stronger together.
We've built The Floral Society around those same values. Collaboration, support, and the belief that when one of us succeeds, we all succeed. We lift each other up, celebrate one another's wins, and look after each other along the way.
Last month, we had the privilege of collaborating with two of the industry's most talented designers, Rachael of Siren Floral Co. and Max of Max Gill Design. Working alongside creatives we admire is one of the greatest joys of this work.
More than 18 years after my first visits to the flower market, I'm still inspired by the same thing that drew me in from the beginning: a community built on generosity, curiosity, and shared growth. Trends, techniques, and flowers may change, but the spirit of collaboration remains. It's what has shaped my journey, what continues to shape The Floral Society, and what makes this industry such a meaningful place to belong.
To learn more about joining The Floral Society as a floral professional visit us here.
Warmly,
Sierra
Founder & Creative Director
Participating Vendors
Photography @danitoscanophoto
Florals/educator @sirenfloralco
Florals/educator @maxgilldesign
Catering @wildlandallday
Vessels + candles @thefloralsociety
Workshop location #sirenstudio