There are a handful of things that instantly make our days better. A good haircut, bagging a seat on the subway, you know, an uninterrupted Netflix session – you get the point. But above all else, nothing makes a difference to our day-to-day quite like a bouquet of fresh-cut flowers. They instantly make our days more Instagram-friendly – it’s a given – not to mention the power they have to instantly transform our mood. In any given neighbourhood you’re bound to find a handful of average florist shops with a predictable assortment of flowers. But hidden away just above Union Square on Fifth Avenue is the Belle Fleur studio, a magical space stocked with the prettiest array of contemporary monochromatic arrangements and well-curated lush botanicals.
[show_shopthepost_widget id=”1893580″]
It’s helmed by ex fashion designer, Meredith Waga Perez who swapped a life working in couture ateliers in Paris and for the likes of Calvin Klein to set up the business with her mother, which has gone on to become the floristry studio fashion and entertainment folk to. Between opening up at a time where luxury studios wasn’t yet a thing in the city to more recently expanding into home fragrance and candles – the botanical wisdom and business acumen she’s developed through her experiences, world travels and fashion-savvy friends has meant she’s been a mainstay on our hit list of people to interview for as long as we can remember. So, while stopping by Belle Fleur HQ, she filled us in on her (unreal) career so far, the post-recession days where clients would arrange helicopters to transport her flowers to their Hamptons homes each weekend, oh, and the fact that her designs appear in the likes of Vogue, Harper’s Bazaar and the New York Times on the regular. Read on to find out about her top tips on creating the perfect bouquet and what it took to start her business and attempt to maintain a work-life balance.
ON STARTING OFF AS A DESIGNER: I still love fashion – it’s where my love for creativity all began. But I had the desire to tap into a more emotional medium, and floristry offered that component. I still very much rely on my formative years in fashion to design flowers though; it’s incredibly applicable. The transition was seamless and felt like a continuation of the study of texture, colour and balance.
ON WHEN HER LOVE OF FLOWERS BEGAN: I was so fortunate to be raised right next to one of the most acclaimed gardens on the East Coast. My home was up on a hill, adjacent to a park, which was part of an Iris Conservancy. Hundreds of people would flock to this park in April and May; easels were stationed for artists to paint; photographers spent hours capturing the beauty of some of the most rare varieties; and parents would bring their kids to walk through the pathway of colourful blooms. I spent so much of my spare time in this park that I am sure that’s where my love for flowers began.
ON LAUNCHING BELLE FLEUR: Twenty years ago, the market was hardly saturated with talent so there was ample space in the industry to set up shop. I studied fashion in Paris and had a love for all things French. I would always visit Parisian floral shops and I knew that this look would go down well in NYC and that look is one that still remains very true to our identity today. It’s what my first client, Samantha Kluge, described as a “gem bouquet”. It was less about size and more about creating something precious, tightly composed, hand-tied and monochromatic with mostly European blooms in varied textures and tones. Each petite bouquet would be composed of 6-8 varieties of flowers with consistent favourites like Peonies, Garden Roses, Ranunculus and Sweetpea. Those are our staple blooms, never with filler and not a commercial blossom in sight. We remained true to who we were when we started and haven’t wavered since. Our note cards were, and still are, hand-calligraphed, and our tissue paper is scented with a proprietary scent. We are all about the details, and our mission was to make New Yorkers pause for just a moment to appreciate the beauty of what we’ve created.
ON THE BOOM OF FLORISTS IN NYC: When we started there was just a handful of florists doing unique designs but now the list is very long and there are so many budding designers. But even with that said, I don’t feel the least bit threatened. I’m not particularly competitive by nature. I think what separates us from our peers is two-fold. We are definitely established and I feel proud that we know exactly who we are and what we do well. I also know that we care as much about the end product as the client. We challenge ourselves to make sure that we are thorough in the creative process of conceptualizing, purchasing, designing and installing. An equal emphasis is on client relations, as florals are an emotional purchase. We are working with clients on the most memorable moments in their lives and for that, we take our role very seriously.
ON HER CANDLES AND HOME FRAGRANCE LINE: We’ve always been a local NYC brand but I always felt a tug to try and transition into a global business and offer a new lifestyle category. It all started with scented candles, reed diffusers, room sprays and French milled soaps and we have 17 scents to date and we’re still growing.
ON BUILDING BRAND AWARENESS: I learned all about branding in the 1990’s from my stint at Calvin Klein; he created the epitome of a well-designed and defined brand. I was part of his culture club and was trained to believe that staying true to an identity was just as important as being innovative. My time there instilled in me this desire to make my business as brand that’s instantly recognisable. In the early years we focused our energy on public relations; our goal was to be featured in one magazine every single month. This was way before blogging, Pinterest or Instagram, so landing a small blurb or story in a magazine was all the voice we had. We were fortunate though that our client base was in the world of fashion and entertainment, so getting our florals in front of editors was something we managed to secure naturally.
RUNNING THE BUSINESS WITH HER MOM: She is truly amazing. I’ll start and end there! It has been an absolute joy and a journey working alongside her; she’s the definition of a force to be reckoned with, and a constant inspiration to me to roll my sleeves up higher. In other words, she’s a straight shooter with zero pretentions. She’s sharp, she’s an intellect, she’s a nurturer and she’s taught me to be the best version of me. Our roles in the business are very separate – she prefers to stay behind the scenes but plays a very active role in the logistics and operations side of what we do.
WHAT HER ROLE INVOLVES: I love my position in the company – I’m quite literally knee-deep in flowers at all times. An average day could involve floral market shopping, sitting at my desk conceptualising and sketching out ideas for a budding project, having conference calls at 4am with my Dutch suppliers, pitching stories to magazines or meetings with brides and getting carried away with their wedding vision. It’s all so gratifying. I can’t think of another job more suited to my personality. Yes, the hours can be brutal, and I’ve certainly missed out on many weekends with family and friends at the beach, but I still wouldn’t trade what I do for any other profession.
ON THE ART OF DELEGATING: I’m still learning how to let go but I’m getting better at it. Hiring the right team players that have a collaborative mindset and a true love for what we do has been the secret sauce in building the business. I have my eye on every petal that is purchased and there isn’t a bouquet that leaves the studio without being critiqued. I take a lot of pride in being on the design floor, as well as on site for installations, working with my team on producing beautiful florals. There are simply not enough hours in the day, that’s probably my biggest gripe and hurdle. I still enjoy jumping in the van with our drivers and making delivery rounds. There is nothing like going up to a hospital room and putting flowers on the bedside next to an elderly person. I remember reading many cards to people who weren’t in the position to even open an envelope, seeing their expressions was priceless.
PLANTS OF THE MOMENT: Topiaries are the rage right now. They are structured and refined in their manicured state and can look both contemporary and traditional depending on the vessel you choose and the location where they are set. They aren’t the longest lasting plant, but they are gender-neutral and look great on any surface. This summer I was contracted to design a small terrace with only topiaries in all sizes and shapes, and this winter I have a client who wants a topiary-esque Christmas tree, which will be interesting.
THE FLOWERS YOU’LL FIND IN HER HOME: My home is more on the modern side, so I usually have white Phalaenopsis Orchids in almost every room. I love the simplicity of Orchids, and they are far easier to care for than cut flowers. I also spoil myself with French Gardenias, which I float in a shallow bowl and place by my bedside table. I never tire of sleeping and awakening to the scent of that sweet and heady fragrance. It puts me in such a peaceful state of mind.
This interview has been edited and condensed.