Kelly Shore, recently featured in an ad in Florists Review, highlighting her commitment to Certified American Grown Flowers as a promise she can build her business on.
At the start of 2018, floral designer Kelly Shore challenged herself to spend the year designing with the highest percentage of American Grown Flowers possible. It was a personal effort on her part to see exactly what was achievable with flowers sourced exclusively from U.S. flower farms.
And her connections to Certified American Grown farms as a designer for the American Grown Field to Vase Dinner Tour and the First Lady’s Luncheon, along with her participation in the group’s annual fly-in to Washington, D.C., help paved the way for what would come next.
Kelly Shore with freshly cut flowers arranged on the farm at Plantmasters in Maryland. Photo by Susie & Becky.
Sure, her goal to use more Certified American Grown Flowers was public, but she was privately working on (and funding) another project that came to light at the start of 2018.
Each month, Shore, owner and lead designer at Petals by the Shore in Maryland, designed and photographed a bride’s bouquet created entirely with American Grown flowers and foliage. She describes the project as an experiential exercise to help her learn what grows 365 days a year in the U.S.
“I’m an experiential learner and actively making change with a hands-on approach is the only way I knew I would learn how to confidently make the change I wanted to. So I began the project ‘A Year of American Grown bouquets.’ My work with Certified American Grown inspired the undertaking – meeting the farmers, hearing their stories, that meant everything. And having those people connections was important, and motivating. ”
Kelly Shore has traveled to Alaska to design with the peonies growing there. She was the featured floral designer at the 2017 American Grown Field to Vase Dinner at Scenic Place Peonies in Homer, Alaska. Photo by Joshua Veldstra.
Every month, Shore picked an unconventional color palette – think lavender and blue in December, orange and yellow in February – and sourced all floral materials from American flower farmers.
She worked closely with wholesaler DVFlora and also reached out personally to source flowers from U.S. farms that grow varieties bride’s crave.
With the flowers sourced and 100 percent American grown, Shore would design a bouquet and have it professionally photographed (by Sarah Collier of Taken by Sarah Photography) in the hands of a bridal model in a studio or outdoor floral-related setting.
The project is featured in the January 2019 issue of Florists Review, and Shore started blogging about the effort and posting on social media in early January.
She stresses that the project was not just art for art’s sake, but was instead a learning journey and “a real working project to change my business.” And, in the long run, to show other designers what’s possible with domestic flowers.
“In everything I do, I want to bring visibility to the flower farms and encourage other designers to want to do the same,” Shore explains. “People are so inspired by it and they feel like they can do it. Designers are reaching out and saying the bouquets are gorgeous, and I’ve had a lot of farms comment that they appreciate the project and the recognition.”
And the lesson in it for Shore?
“That’ there’s a reliability in what I can get that’s American Grown. I can ask for specific farms and products because now I know the quality. And I get excited when I know the farms I’m getting the flowers from and see the sleeve and the beautiful logos. I’m proud to know that I’m supporting American farmers and their families.”
Flowers labeled Certified American Grown allow designers to quickly identify the origin of their blooms and provides them a third-party guarantee that the source of their flowers have been verified.
Shore’s confident her project can serve as a road map for other floral designers who may be considering increasing their use of domestically grown flowers, or even who are just hoping to get to know nearby flower farmers and their products.
“I understand how, as designers, it’s can be easy find ourselves celebrating some of these exotic flowers from places like Holland or Japan, but through this experience, I was really amazed to see what’s growing year-round right here in the U.S. We’re not even scratching the surface of what we can create with as designers, and to me, that had to change.”
Kelly Shore on the farm at Scenic Place Peonies in Homer, Alaska. Photo by Joshua Veldstra.