How 5 Top Female Flower Shop Owners Stay Inspired in Beauty and Business

Profile

Everybody has a story about beauty. In Rose Inc.’s The Profile, some of the world’s most intriguing people share theirs. In this intimate interview series, we get (virtually) up close and personal to explore their definitions of beauty and path to self-confidence. Featuring imagery shot through their own lens, The Profile presents these compelling personalities in a new light—one that illuminates their own journey, dreams and desires while highlighting their unique relationship with beauty.

Botanicals have always been part of the essence of Rose Inc. From our earliest editorial endeavors, through to the launch of our very own product offering over the summer, we’ve long recognized both their beauty and power. When it came time to host launch events around our debut Modern Essentials collection, it was only natural to infuse these community moments with flowers, from which we gleaned not only shade inspiration for our color cosmetics but also names for our Blush Divine Radiant Lip & Cheek Color .

And what better way to celebrate the innate beauty and power of flowers than to enlist top female florists from across the globe to curate the gorgeous displays of blooms? Keep scrolling to learn all about the cohort of floral entrepreneurs who helped bring these installations to life in the most beautiful ways. Here, you’ll meet Da'Reen Reichenberg of Daisyhead Florals in Sacramento, Mallory Browne of Mallory with the Flowers in Los Angeles, Iona Mathieson and Romy St Clair of Sage Flowers in London and Aurea Sanabria of Flower Bodega in New York City and learn all about their journeys in the world of florals, where they draw inspiration and their thoughts on all things beauty.

DAISYHEAD FLORALS OWNER AND LEAD DESIGNER DA'REEN REICHENBERG

RI:How did you get into the floral business and what do you love most about working with flowers?
DR:I was actually hired at a local flower shop as the customer service chick back in 2016. I had zero floral experience and was hired to answer phones and take orders. My co-workers taught me everything I know and my manager, Lisa, took me under her wing and became like a mentor to me. She started teaching me how to do weddings and I fell in love. I left the shop in 2019 and started Daisyhead! My favorite part about working with flowers is they are always given (or bought for yourself!) to make someone’s day better.
RI:Each shade of Rose Inc’s Blush Divine Lip & Cheek Color takes its name from a different flower—Foxglove, Heliotrope, Azalea, Ophelia, Anemone and Dahlia. Which is your favorite?
DR:My favorite is Anemone! The dark center is such a vibe. They make anything they’re added to a little more interesting.

RI:Did you create any self-care rituals for yourself in the pandemic?
DR:I learned to crochet during the pandemic. I actually found out I was pregnant at the beginning of lockdown so I spent most of the time in bed. I watched an insane amount of YouTube videos and followed along to so many crocheting tutorials. It was almost my escape from my nauseous, COVID-fearing reality.

RI:Do you recall your first beauty memory?
DR:The year was 2002. I was in seventh grade. My friend taught me how to put on eyeliner and she had the good kind; the dark charcoal pencil that wiped off with ease. I would put on eyeliner every morning when I got to school and wipe it off on the bus ride home. That was the year I fell in love with my big eyes.
RI:What are your top five beauty essentials?
DR:Maybelline Great Lash Mascara, Vaseline Lip Therapy Cocoa Butter Chapstick, Lime Crime Liquid Matte Lipstick (when I’m feeling spicy!), my Denman brush & water!

MALLORY WITH THE FLOWERS OWNER AND FLORAL DESIGNER MALLORY BROWNE

RI:How did you get into the floral business and what do you love most about working with flowers?
MB:I started working with flowers while working full-time in marketing. I felt a strong urge to use my hands and dive into a new creative outlet. Each day after work, I’d grab grocery store flowers and practice at home. Friends of mine started to support me by ordering and purchasing flowers; a college friend even asked me to create for her wedding! Their support and my love of designing lead me here now.
RI:Each shade of Rose Inc’s Blush Divine Lip & Cheek Color takes its name from a different flower—Foxglove, Heliotrope, Azalea, Ophelia, Anemone and Dahlia. Which is your favorite?
MB:I love Anemone. They’re strong and resilient. They open up huge and beautifully and they come in so many colors.

"Bomb skin is the best foundation! I used to always look for the best foundation to cover up my skin, but now I love to use just a little bit and let my face really show; flaws, pores and all."

Mallory Browne

RI:What do you believe about beauty now that you didn’t before?
MB:Bomb skin is the best foundation! I used to always look for the best foundation to cover up my skin, but now I love to use just a little bit and let my face really show; flaws, pores and all.
RI:What are your top five beauty essentials?
MB:
Sunscreen, always. I love a good face mask; chlorophyll is magic! Non-sticky gloss, preferably something super moisturizing, sparkles on my nails are a must and colored eyeliner when I’m feeling festive.
RI:What would someone never guess about you?
MB:Still to this day, I can’t remember most flower names.

Sage Flowers Co-Founders and Floral Designers Iona Mathieson and Romy St Clair

RI:How did you get into the floral business and what do you love most about working with flowers?
IM:I decided I needed a drastic change from working in hospitality as I had done for years. I had always loved flowers, arranging them, being around them, and decided to take it seriously as a career! Their therapeutic properties are what I love most about working with them; being able to clear my head by making an arrangement in the shop with some music playing.
RS:Also desperate for a career change to something more creative, floristry married up lots of different interests and skills I have! I love the changing seasons. It keeps you on your toes and always looking ahead.

RI: Each shade of Rose Inc’s Blush Divine Lip & Cheek Color takes its name from a different flower—Foxglove, Heliotrope, Azalea, Ophelia, Anemone and Dahlia. Which is your favorite?

IM: The Dahlia is my favorite—the perfect color for my skin tone that can straddle day meetings and night parties!

RS: I love a Foxglove, but of the collection, I think the Ophelia is tone is gorgeous!

RI: Did you create any self-care rituals for yourself in the pandemic?

IM: When the shop was closed during the pandemic there were a few times Romy and I just opened up and made some vase arrangements, just to take some time and make things for ourselves. I also drank lots of delicious natural wine which I class as self-care.

RS: I don’t think I’m always the best at self-care—running a business can so often trump your best intentions for the evening! Making sure to schedule time off, go for long walks, swim in the sea...these things are all great resets in between the madness.

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"I don’t think I’m always the best at self-care—running a business can so often trump your best intentions for the evening! Making sure to schedule time off, go for long walks, swim in the sea...these things are all great resets in between the madness."

Romy St Clair

RI:What do you believe about beauty now that you didn’t before?
IM:Less is more! Obviously, there are times when going all out is the way to go (and super fun!), but the older I get, the more important it is for me to really take care of my skin and wear really good quality makeup and let that do the talking.
RS:It all starts with how you’re looking after yourself. For me it’s so intrinsically linked to how much sleep I’m getting.
RI:What are your top five beauty essentials?
IM:
Mario Badescu Glycolic Acid Cleanser, Skinceuticals CE Ferulic, Murad Vitamin C SPF Cream and a brow lamination and lash lift by Oona Beauty!
RS:I love Shiseido's cleansers and exfoliators, NARS Radiance Primer, Byredo body moisturizer and a Malin+Goetz moisturizer for my face.
Photographed by Christian Cassiel

Flower Bodega Founder and Creative Director Aurea Sanabria Molaei

RI:How did you get into the floral business and what do you love most about working with flowers?
ASM:I worked as an event and video producer at media agencies like Complex and Refinery29 for over 12 years. I produced fashion shows, music videos, commercials, concerts, premieres and dinner parties that all required a floral element. After meeting with so many incredible florists and jumping in to help a few on-site, I caught the bug and fell in love with floral design. I love how meditative the art of floral styling can be. I also really enjoy experimenting with color. Playing off of the subtle hues of one bloom, I'll incorporate another flower that ties in perfectly; it almost feels like each flower is a brushstroke.
RI:Each shade of Rose Inc’s Blush Divine Lip & Cheek Color takes its name from a different flower—Foxglove, Heliotrope, Azalea, Ophelia, Anemone and Dahlia. Which is your favorite?
ASM:Dahlia is my favorite! Dahlia season is one of my favorite times of the year.

RI:Did you create any self-care rituals for yourself in the pandemic?
ASM:I went for long walks with my dog and meditated more during the pandemic. My lifestyle prior to the lockdown was very hectic. I barely had time to do anything for myself or take a moment to enjoy my walks and breathe. When I was forced to stay home and do nothing, I used that time to enjoy the moments of quiet and learned to appreciate my neighborhood more.
RI:What do you believe about beauty now that you didn’t before?
ASM:I was never really into skincare when I was younger, I would always wear heavy-ish eye makeup and concealer, plus a bold lip. The older I got, the more I became less interested in a full face of makeup and more about enhancing my features with subtle touches of color and focusing more on my skincare routine. Now, my makeup routine is quick and easy—I like to add a hint of color on my cheeks, brush my brows with a pomade, add a few swipes of mascara, maybe a light powder brown liner and a lip tint. It takes less than 10 minutes and I feel great!

RI:Do you recall your first beauty memory?
ASM:I used to watch my mother get ready in the morning when I was very small. She used to receive a lipstick gift set when she purchased perfumes and I remember sneaking into her kit to try on her different lipsticks. That's the earliest memory I have.
RI:When do you feel most confident in your beauty?
ASM:I feel most confident in my beauty when I'm well-rested, hydrated and in an optimistic or excited mood. I also love when my nails are healthy and look great. Being a florist is rough on my hands, so showing them some extra love with cuticle oil and a pretty manicure goes a long way in making me feel confident.

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