Flower Girl NYC: A Day in The Life of a New York City Florist

Thursday, March 8th 2018


Last year, we met with Flower Girl NYC founder Denise Porcaro to walk us through a day in the life of a New York City florist. With a flair for effortless, wildy romantic and whimsical arrangements, it's no surprise she has worked with a host of fashionable clientele including Vogue and Chanel.

Denise took us through one of her favourite suppliers in the city and answered a few burning questions we had for her:

Can you tell us a bit about life as a florist in NYC?

There are a ton of florists in NYC these days but it was different when I started Flower Girl in 2004.  From what I have experienced most florists in NYC and in general tend to be an extension of themselves both as a creative as well as through their personality.  I grew up in NY so starting my business here was very comfortable for me as it is home.  NYC can be overwhelming to some so I think that juggling/multi-tasking, a fast pace nature, feeding off of this frenetic city, various cultures, amazing people and all that it has to offer is what makes floristry here in NY something a bit different than if we in a different part of the world perhaps.

What does a typical day looks like for you?

No day is really typical – as a small business owner, I wear many hats.  Days can consist of many different things depending on the week or season at hand.  I can be glued to my computer doing back end work and writing wedding proposals, processing through a sea of flowers at Flower Girl or taking a trip for a site-visit with a bride.  I like the balance and differentiation as it works different parts of my brain and keeps me involved with all aspects of the business.

Do you have any tricks or advice for our readers buying/styling blooms for their home?

I think the best advice that I can give would be to stay seasonal/local and not to overthink it.  You will get the most beautiful blooms of that particular season if you're buying when it is that flowers time to shine. Most of all have fun and enjoy the process – the fact that you are surrounding yourself with flowers which are quite a luxury means that you are already on the right track.

What difference do you wish to make with floral arrangements? 

I always hope that our flower arrangements touch people.  Whether it be a birthday arrangement or their wedding bouquet the idea is that the client feel that we fully understood what they were trying to express with the use of what Mother Nature has to offer us that particular time or season.

Can you tell us a bit about what is was like working for some of the most renowned fashion houses, such as Vogue and Chanel? 

Of course it has been an honour, and there have been some ‘pinch me’ moments over the years.  That being said, we do treat all of our clients with the same care and attention.  Whether Vogue with models and celebrities is having a dinner or someone is having a 30th Birthday party or bridal shower we really focus on personalizing to each clients needs.  With a wide array of flowers, colors, textures elements we listen to our clients and try to build something that is unique and personalized for them.

How can our brides break away from over done trends and where can they draw new inspiration from?

Staying true to who you are as a couple is most important.  There are so many awesome sites to create mood boards and get ideas from, however being sure to not get too swept up I think is good advice.  Your wedding should be a celebration of not only your love but also who you and your partner are as individuals and as a couple.  Be sure to not lose track of that and pull inspiration that tie it all together rather than focusing on trends - this will help you express yourselves best and remain timeless and beautiful.

How do you like to work with clients? 

I am a people person so I try to make clients feel comfortable from the start.  During the creative process I want to be sure they feel comfortable with me and my team, and so that something as fun as the flower element of an event never becomes a stress.  I always say to my brides, you can email me once a week if you feel a photo or something takes your attention that you want to share, or we can finalize details and then not talk much until we get closer to their wedding date. Everyone is different but I try to be flexible to each client’s needs.  Being comfortable and having the right chemistry however is the first step and sets the tone for a great working relationship.

What happens to the flowers after the wedding?

Being that we customize the flowers to each client specifically, the vases, flowers, candles, etc. all are included – therefore couples can gift the flowers to their friends and family, use them for brunch the following day, and/or reuse some of the vases and candles on their own tables as they start their new life together. I think it is a nice touch in years to come to say that was the vessel or candelabra that was at our wedding that is now sitting on your dining table.  There also happen to be many organizations these days in NY that will pick up the blooms and resell them and donate the revenue from the re-sale to a charity close to the couple’s heart.  This works especially if you can’t keep 50 vases for instance.  Either way there are a bunch of different options based on what works best for the couple.

What is the most memorable thing a customer has ever said to you?

There have truly been so many – I have been blessed with wonderful praise from our brides and customers.  Seeing the faces and expressions of clients is even more memorable than the words they have spoken or written to me.


Denise's work brings a whimsical and unique approach to floristy in the big city and this is just one of the many reasons why Flower Girl NYC is a Brand We Love. View more on The LANE or head to their website here

Dan Jones 2018 Bridal Campaign. Behind The Scenes.

Saturday, February 10th 2018

Architectural lines, muted tones and ethereal light was the brief to find the dream space to shoot the Dan Jones 2018 Bridal Collection. A campaign collaboration between The LANE and one of our favorite Aussie designers, renowned for his masterful cuts, clean lines and luxurious fabrics. So when we stumbled across this gem perched on the cliff of Sydney's Coogee Beach, we knew we'd found the perfect space - a blank canvas of concrete pillars, dramatic high ceilings and architectural walls painted with light and shade.

What we loved so much about this campaign brief, and location, is the way two completely different aesthetics can be blended. The magic that juxtaposition creates. Dreamy ethereal light softening clean, minimalistic lines. Sheer, delicate fabrics and liquid-like silks congrasted with bold, contemporary backdrops. It was a collection that danced between modern and ethereal so beautifully, and a creative project we were so proud to work on with Dan (one of the most hand-on designers we've met, who makes it his priority to personally take care of every meticulous detail for his brides and stockists, jetting around the globe most of the year!) and his right hand man Kevin, a visionary Creative Director (and the talented photographer behind these BTS pics!) with an incredible eye for detail - a man we know has exciting plans for the Dan Jones brand in future. Watch this space!)

See the full campaign on The LANE here

Behind The Scenes Photography Kevin Thor Hurley (Dan Jones Creative Director)/Talent Holly Magson - Chadwicks /Hair Ali Holmes /Makeup Chloe Langford

The LANE x Maniamania Midnight Event.

Friday, November 17th 2017

Earlier this year we were given a dream brief to create a retail event for Maniamania, to launch their Midnight collection, and style the full range of ceremonial jewels on show for the first time. 

The starting point was the raw beauty of their aesthetic and diversity of stones (watery sapphires, rutilated quartz, opals & champagne diamonds..) What we love about Maniamania is that their designs accentuate the natural qualities of gemstones - rather than commercially used diamond cuts that create perfectly sparkling diamonds, they use vintage ‘rose’ or ‘old mine’ cuts designed to show the authentic colour, shape and form of a stone. The result is beautifully understated, artful and nostalgic.

To style the event, we chose La Porte Deux's blank canvas space with polished concrete floors & mirrored walls to display a retail table of jewels displayed on geometric marble and stone pieces in muted palettes of stone, slate and marble.  Drawing on the dark jewel tone palette of Maniamania’s midnight collection, the incredible Anise Event Catering team created the most decadent display of desserts, canapés and cheese for a grazing table styled with giant broken slabs of marble and stone offcuts (handmade chocolate truffles with gold leaf, tempered chocolate leaves.. marquise, fresh blackberries, muscatels and white pepper lavish broken into uneven shards, oysters with macadamia milk & sashimi with wild caviar!).  While talented beauty Tash Wolf played live, we sipped on floral infused gin cocktails with Davidson plum (sampling the new Applewood Distillery Gin), and Lazy Ballerina Rose served in crystal cut glassware

Sydney floral artist George Low of Seed Flora created bold installations of conceptual florals using feathery textures and deep berry toned callalillies, anthuriums & orchids. Finally, we finished the event space with our focal piece - a giant Christopher Boots Prometheus crystal pendant suspended over the retail table… one we’ve been lusting over for our own homes, but got the chance to admire at least for one night.

To see the full collection, head to the Maniamania website where you can shop online, as well as book a one on one consultation for a bespoke piece. 

A big thanks to this talented bunch of creatives, and suppliers that we had the pleasure of working with…

Creative Direction & Production The LANE / Styling The LANEPoco Designs / Photography Alli Oughtred Venue La Porte Deux / Entertainment Tash Wolf / Video Cry Baby Productions / Catering & Cocktails Anise Event CateringFlowers Seed Flora / Makeup for Tash Wolf Sonia Allen / Beverages Reyes - Rose: Lazy Ballerina, Gin: Applewood Distillery Gin / Gift Bags Maniamania & Divine Company 

DECOR: Light Installation Christopher Boots / Marble Table Urban Couture Design / Glassware The Vintage Kitchen /  Marble & Stone Pieces The LANE / Candle Holders Rab Labs / Grazing Table Ceramics Wynne Noble 

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