The brief
June’s arrangements kept getting photographed at weddings and posted everywhere, but ordering one meant sending an Instagram DM and hoping she saw it between deliveries. She was losing orders in her message requests folder. She wanted a shop as considered as her stems — and a way to sell her real dream: a weekly flower subscription.
The look
Quiet, damp, Pacific Northwest. Deep fern green, a rose-pink that reads like light through petals, and an arched frame motif borrowed from the greenhouse door she works under. Type is a fine-boned serif that lets the flowers do the talking. The whole site feels like her cooler smells.
The build
A tight Shopify build: six signature arrangements photographed once a season, delivery-day logic so nobody orders peonies for a Sunday she doesn’t work, and a subscription product with three sizes and a pause button (because subscribers go on holiday, and canceling shouldn’t be the only door out). Order notes flow to a single morning print-out she tapes to the cooler.
The result
The first run of weekly subscriptions sold out inside a month and now anchors her revenue between event jobs. The DMs still come in — but now they mostly say “obsessed with this week’s bunch.”