About In The Den

Welcome to In The Den, a Los Angeles-based Design Studio where art and nature converge to create a sanctuary for your home, events, intimate dinners or gatherings.

At In The Den, we specialize in creating captivating floral experiences that transcend mere aesthetics, they tell a story. Whether enriching your living space, elevating your events, intimate gatherings, or setting the mood for an editorial set design our designs breathe life into every moment.

Yet, we're more than just florals. Shop our thoughtfully curated collection of vintage homewares. Explore apothecary goods that awaken the senses and enjoy seasonally inspired, plant-forward recipes.

In The Den is more than a space; it's an invitation to gather, share meals, or simply be still in a beautiful environment. Our philosophy revolves around the careful juxtaposition of curated and collected elements, creating spaces that are both subtle and striking. It's about more than design; it's about cultivating a space you love to live in.

Every detail within In The Den is meticulously designed with the belief that if it intrigues the senses and incites pleasure, it belongs here. Join us as we redefine the art of living and bring the beauty of nature into your everyday life.

Behind The Brand

What was the spark for In The Den?

In The Den, born in 2020, is the result of Sarah Hammel’s lifelong immersion in creativity. Starting as a floral designer in high school, she embarked on a versatile journey—from the culinary arts as a private cook to a celebrated career as a celebrity hair colorist spanning over two decades. This diverse tapestry of experiences culminated in the creation of In The Den.

Situated in Los Angeles, Sarah’s den is a well-defined, cozy haven she shares with her partner Brian and their two rescue kitties, Winslow and Zona. Beyond mere aesthetics, Sarah’s focus on crafting floral experiences aims to tell unique stories. Her free time is spent exploring old antique shops, where she gathers vintage finds that add a touch of timeless charm to her creative haven. In The Den is more than a business venture; it’s a narrative woven from a lifetime dedicated to exploring and expressing the boundless facets of creativity.

What services do you offer couples?

At In The Den, we provide couples with a range of services designed to elevate their moments:

  • Floral Design & Styling: Transform your events, private residences, and commercial spaces with our uniquely crafted floral designs, where art and nature converge.
  • Small Planning, Design, and Creative Direction: Create intimate gatherings that leave a lasting impression with our small planning, design, and creative direction services.
  • Online Shop: Explore our carefully curated shop, featuring apothecary items and expertly selected vintage homewares.

How would you describe your aesthetic?

My aesthetic combines subtle moody undertones, avant-garde influences, and a touch of whimsy, all woven into a classic foundation. It’s timeless elegance with a hint of mystery.

As a florist, what are you inspired by at the moment in the world of weddings?

I consistently draw inspiration from the innate beauty of the natural world, particularly the organic allure of elements like grasses, plants, and expansive, natural designs. My style leans towards understated elegance, embracing the ‘less is more’ philosophy to create designs that feel organically rooted, yet impactful.

A styling/planning tip or two you’ve learned along the way that you’d give to any couple?

An invaluable piece of advice I’ve gathered along my journey is to resist the temptation to follow trends blindly. What captures your heart today might not resonate in the same way down the road. Instead, trust your instincts and opt for elements that genuinely make your heart flutter. Embracing authenticity over trends ensures that your wedding reflects a timeless charm that resonates with your unique style.

Editor’s Notes

Why we love it…

Atmospheric floral designer and stylist Sarah Hammel and her studio In The Den’s hypnotic floral arrangements and installations artfully unfold in unexpected ways, adding a refined sense of drama within a beautifully curated space. A collision of color, texture and shapes, her wildly beautiful work brings decadence to an intimate gathering or event.

For the couple…

They want a visionary floral artist with the technical skill and creativity to bring to life subtle yet powerful floral works of art which will have guests feeling intrigued and shocked by beauty at the same time.

Styling tips…

The unexpected is often the most impactful. With your location as your blank canvas, work with your floral stylist to find the right spaces and moments within your wedding to infuse inimitable beauty.