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Don’t be fooled by her smile and crown of roses — Denise Porcaro is a workhorse (a very pretty one at that).
Using only the most delicate tools — her hands and organic flowers — this chic, city girl has forged a business that’s changing her industry. Since 2004, the sharp founder of Flower Girl NYC has been creating unique, unexpected, and totally heart-melting arrangements of seasonal blooms, succulents, and other flora that have had wedding magazines and brides beating a path to her curious little shop. Her MO? Back up her natural, refined taste with a lot of hard work — no big shakes.
Like her arrangements, this flower girl's on-the-job style looks effortless and organic. But, surprise, surprise, all that casual wear is actually a curated craftswoman's outfit for keeping shop and courting chic clientele — a New Suit for a blooming business.
Because we're so head over heels for her, we grabbed Porcaro to find out how she arranged her unique career and her freshly cut take on the working woman's wardrobe. Here, we wrapped up her photos and answers in a pretty bouquet, just for you.
From Film To Flowers
"Well, I started doing flowers on the side as a purely creative outlet in 2001 while I was pursuing production design. Production design was one of those things we all did in our 20s while figuring out what we really want to do in our 30s and 40s (or, basically, as a real grown-up). I mean, in college, I toyed around with the possibility of cooking. I also thought about being a nurse at one point. I always knew that I would either be creating or caring, in one capacity or another."
Artist & Caretaker
"Flowers were always a passion of mine, and I always say, 'Do what you love.' (Honestly, why wouldn’t you?) Right now, this is my creative outlet, whether it be creating the brand, an arrangement, caring for a bride to make her big day extra special, or caring for my employees (who care for me, too, by the way!)"
"I think my clients or projects dictate how I dress. Am I in the shop? Headed to meetings uptown? Hopping in the car for a drive to our plant wholesaler? It's a product of who you are associated with, surrounded by, and the environment. Personally, I'm a lover of embracing the season, both in my outfits and my flower creations. Being a creative person has also helped. There isn’t one person that I totally call my icon — but I'm around other creative people and things that continue to inspire me all of the time."
"Wear what you feel the best in, and keep it stylish and user friendly. It doesn’t have to be that difficult. I feel so many people wind up in a uniform (myself included). But if that’s what you are comfortable in — even if you wear it every day — do it! When you're comfortable, you're happy, and when you're happy, you're more creative. It's a positive-vicious cycle!"
Levi's Striped Sweater Dress, $78, available at Levi.com.
Photographed at her previous work space, where Flower Girl NYC shared a space with Earnest Sewn for five great years. Flower Girl NYC has moved to a new home all its own, 245 Eldridge Street — opening at the end of this month.
Photographed by Maia Harms, Hair by Bryan Feiss, Makeup by Tiffany Patton.