I became a floral designer by chance—an accident, really. A case of meeting the right person at the right time. I quickly fell in love with the seasonality of the work and the constant sense of discovery at the New York Flower Market. You never knew what you were going to find, and if you went early enough, you could snag the best of it.

There was a rhythm to it—the early mornings, the hum of the market, people coming and going with armfuls of flowers. For a long time, I’d wake up at 5am, drive across the Williamsburg Bridge, and pick up my dear friend and coworker in the East Village—always on the same corner. From there we’d head to 28th Street, weaving through the city until we parked mid-market. There used to be a small lot right in the center, which made shopping and schlepping much easier than it is now, before the hotels came in and built upward, taking over the open space.

The idea for The Floral Society grew out of my first business, Poppies & Posies—a way to share my love of nature and design in a new form. I wanted to build a community for those who find joy in working with nature in any capacity. A place to share information, tools, and a deep appreciation for ritual—the ritual of planting a garden, cleaning flowers, lighting a candle.

Up until 2017, my focus was on weddings and private celebrations, in the city and beyond. We transformed incredible spaces into floral wonderlands—some installations hanging from ceilings, others growing up from the ground. The Floral Society became both an extension of that work and something entirely new: a way to expand my love for nature into design and fabrication.

It brings me so much joy to share that we’re expanding our wholesale offering with a new Floristry category. It’s been thoughtfully curated for those in the trade, and for anyone who simply loves working with flowers. This feels like a natural next step—a way to share that early-morning market magic with a broader community.

If you’re a floral designer, we hope you’ll join us as we continue to grow. We’re building this with you in mind—the pieces you wish existed, and the natural hues you’re always reaching for in your work.

If you're a floral designer and curious to collaborate with us, please visit our B2B website and apply for a wholesale account here. 

Warmly, 

Sierra