A conversation with Katie of Yarrow Floral Co

Introduction: Could you tell us a bit about yourself and how you started your journey as a florist in the Baltimore/Richmond area?

I started working at a Baltimore flower shop after getting really into floral design at home. I think I emailed the owner something like “let me work for you for free!” because I just really wanted to break into the industry and it turned into a paid job. Eventually I was able to transition away from my job as a nanny. I spent a year washing buckets, processing flowers and taking orders, just watching & learning. I took a couple workshops, started freelancing for wedding designers and eventually landed a full time job designing weddings. When everything closed down in 2020, my boss decided to close her wedding business and there was no time like the present to start my own. 

Inspiration and Style: What inspires your floral designs, and how would you describe your signature style?

My designs are really inspired by the natural world. When I’m driving on the highway and see a mass of dried weeds or plumes of grass, I can see an installation for a wedding ceremony. I love designing groups of flowers en masse because that’s how you’ll see things growing in nature. My style is definitely naturalistic in that way, but I also like to play with creating sculptural designs that feel like art pieces. 

Local Flora: Are there any local flowers or plants from Baltimore or Richmond that you particularly love to incorporate into your arrangements?

Too many to count! I’ll always go for locally grown blooms first whenever possible. Some of my favorites are cosmos, agrostemma, locally grown garden roses and tomato foliage. Local flowers are special because each bloom is so unique, which can be difficult to replicate in mass production.

Wedding Trends: Have you noticed any unique wedding floral trends emerging in Baltimore and Richmond?

Bows are huge right now after designer Sandy Liang’s wedding, and I can see that lasting through the first half of 2024. Some trends I’m seeing a lot of right now are smaller bouquets, lush hanging floral garlands and incorporating textiles and non-floral elements like natural rocks or slate into tablescapes. I also think taper candles are on the way out and pillars, votives, and even little lamps(!) are taking over.

Seasonal Selections: How do seasonal changes influence your floral designs for weddings?

Seasonality is everything when it comes to weddings. There are definitely flowers that you can get year-round, but most flower varieties have a time of year where they look best. It’s a pretty magical thing, because you can never fully replicate another wedding, each design is going to be totally unique when you’re working with an ephemeral medium. I always recommend my clients to have an idea of the style, colors and overall feeling that they want to create, but to not be attached to specific floral varieties, because it can create a situation where your florist is trying design in a small box that’s been created by the client and the overall work can end up lacking as a result. Hire someone who’s work you love, show them images that you love, and you will end up with your dream florals.

Client Collaboration: Can you describe your process of working with couples to bring their wedding floral vision to life?

My approach is very client focused and it’s important to me that, as my business continues to grow, I’ll always be the person that you’re talking to. When I receive an inquiry from a client or planner, I ask them to share descriptions and images of what they’re envisioning. Before any consultation, I create a visual proposal that we can walk through together on our first call to ensure that we’re totally aligned before booking. Often, couples will book a year or more out, so it’s helpful to be available for them to make adjustments. Say they go to a friend’s wedding and get totally inspired by something they see and want to incorporate it into their design, that’s cool. A big part of this job is being able to adapt and pivot to make sure that the client has their perfect wedding.

Memorable Creations: Is there a particular wedding or floral arrangement you've created that stands out as memorable for you?

This answer changes all the time, but right now I love the chuppah I designed for the wedding we just worked on together! I really love being challenged to do something I haven’t seen done before and it feels really exciting when the execution is even better than what I had in my mind. 

Sustainability Practices: Do you incorporate any sustainable or eco-friendly practices in your floral business?

I try to source locally whenever possible, which I think is the most sustainable way to work with flowers. We also avoid working with single use & mass produced materials as much as possible. My rental inventory is full of amazing handmade ceramics, which took longer to curate than if we bought a lot from wholesalers, but it adds a unique feeling to an arrangement.

Advice for Couples: What advice would you give to couples selecting flowers for their wedding day?

If flowers are an important priority for your wedding day, hire a florist whose work you really admire and that aligns with your style. There are a lot of amazing florists who are great at their craft, but might not be perfect for your style. It’s helpful to have a pretty specific idea of what you want, but it’s also important to have some wiggle room to allow for the transient nature of florals. If you hire someone you really trust, you can send them pictures of what you like and they can use their expertise to show you what works best for your wedding date, your budget and your style. Often, I send a proposal and clients tell me it’s even better than what they expected, or it captured what they wanted but didn’t know how to communicate. Collaboration is key.

Future Trends: Are there any upcoming trends or styles in wedding floristry that you're excited about?

I love trends! There’s a lot of rhetoric around the idea of timelessness, which is great, but what makes looking at your parent’s wedding from the 80’s so fun? The fact that everything is so deliciously 80’s. Trends always come back around, and while you may look back and laugh at your choices in ten years, you’ll be right on trend in twenty. I think the key is staying true to yourself while also embracing what feels cool to you and not taking it all too seriously. Some trends I’m loving right now are really over the top bar arrangements, tons of hanging amaranthus and arrangements that only use one or two flower varieties. 

Collaboration with Photographers: How do you think floral designs contribute to wedding photography, and do you have any tips for photographers capturing your work?

Every single vendor is offering something that only works in conjunction with the other vendors. Photographers are the real MVPs of the wedding day, but the florist, hair & makeup and wardrobe are what gives them something to photograph. Firstly, I recommend to the client to prioritize hiring vendors who have kind personalities, because that’s a good indication that they’ll all work well together to make your wedding day feel seamless.

If the flowers are a particularly important element for the client, it could be a good idea to suggest scheduling time to get detail shots of centerpieces and bouquets. My biggest tip for photographers would be to capture the flowers as part of the experience, focusing less on details like flat lays and more on having bouquets posed really well for portraits, or action shots of guests having fun at a table where the centerpiece is the focal point. Also, if you’re photographing a room before reception begins, asking the florist if the tables are ready to photograph is really helpful, because sometimes making an adjustment to the centerpiece or lighting candles can make all the difference. 

Personal Favorites: Do you have any favorite flowers or arrangements to work with, and why?

I love making bridal bouquets, it just feels so special and important. Sometimes I’ll spend time over the course of two or three days working on a bridal bouquet to be sure that it’s absolutely perfect. As far as flowers, I use a lot of calla lilies and lisianthus, but I think every flower has a time and a place.

Contact Information and Services: For those interested in your services, how can they best contact you, and what range of services do you offer for weddings?

You can contact me via the contact form on my website www.yarrowfloralco.com or email me at katie@yarrowfloralco.com!