The FloraCultural Society
Tell us about your business.Having been in floral design and horticulture for decades it wasn't until 2012 that I started the flower business I wanted to own. Having worked in NYC and SF I started seeing the great disparity between what is grown locally, ethically and mindfully and I longed to bring a change to floriculture. The idea started years earlier with Prince Charles' visit to SF. At a lovely dinner by Alice Waters I was working as a designer on the centerpieces and realized farm to table existed for food but what about flowers? Ten years later and a bare parking lot provided us with the opportunity for a farm to table experience for urban consumers. Our retail started with a pop up shop in San Francisco's Ferry building. Now we have a weekly and monthly subscription service called a CSF, community supported floriculture, and botanical goods. We grow heirloom and rare varieties, grown with a particular end product in mind first as a cut flower and second as a textile process or a horticultural product.
What makes your business stand out?Whether cut flowers from our farm, horticultural goods or textiles our business is about the culture that exists in botany and in all our lives. How amazing would it be if you knew the flowers on your table were as healthy for you as they were for the person who grew them. Or that the table cloth you were eating on was grown locally, hand loomed, plant dyed as part of a program to support the many weavers and dyers who have come to the United States with skills that earn them and their families a safe home life. Our tag line is "a life rooted in plants", which to us means that our lives are connected not just to the beautiful botany around us but to the lives others lead to bring that beauty into our homes. The culture surrounding flowers matters to us as much as producing the goods and cut flowers, that's why we chose the name using flora and culture to show our devotion and love to both.
What's the best business advice you've received?Buy a giant calendar for the whole year and write every last detail on it for every month, every week and every day. If it's all in your head it will never become a reality, if it's never written down you'll let the reality of doing it slip away and if you let it slip away you'll always wish you'd written it down.
Mark Your Calendar
WINNERS ANNOUNCEDOct. 17, 2014
2014 Award Winner and Audience Choice Winner announced.See past Award Winners
AMERICAN MADE MEETUPNov. 7, 2014
Join Martha at the American Made Summit kickoff cocktail party.Buy Tickets Now
AMERICAN MADE SUMMITNov. 8, 2014
Don’t miss our networking event and maker lecture series in New York City.Buy Tickets Now
RENEGADE CRAFT FAIRNov. 15 - 16, 2014
Shop for holiday gifts at the Martha Stewart American Made Pavilion.Learn More