Modern. Lush. Incredible. That’s how Fairfield County native Sarah O’Brien sums up the vibe of her cool-girl floral shop, Fresh Flower Bar. After stepping away from a successful corporate career, she launched the business in 2018 after a photo from Pinterest got the creative juices flowing, “I saw a floral arrangement so drop-dead gorgeous that it lived rent-free in my mind for months, and the idea of starting a floral design studio and creating something that beautiful was too compelling to ignore”. She quickly outgrew her original location for the Bronson Road space she now shares with Outdoor Design and Living. “We’re two completely separate businesses,” she says, “but we complement each other perfectly.” We caught up with Sarah to talk inspiration, business, and of course, flowers.
Q: What services do you provide and what sets Fresh Flower Bar apart?
A: We are a full-service floral design studio specializing in luxury weddings and events. We also offer daily flower deliveries throughout Fairfield County for everyday occasions, and host immersive flower workshops for floral enthusiasts - from beginners to advanced students. We’re most excited about our vintage flower truck, PETALS, which travels to private homes and venues for a unique “build your own bouquet” experience that has been a huge hit for bridal and baby showers.
What sets us apart is really the quality of our flowers and our artistry. I knew when I launched the business that I wanted to provide the most exquisite flower arrangements that lasted, so I spent weeks researching flowers with long vase life and unlike any you could find at a grocery store. We often get calls from customers raving about how their flower arrangement lasted 2 weeks! We take great pride in caring for our flowers before they are even designed, so this makes us so happy to hear.
Q: What is your overall design philosophy and the ethos of the business?
A: First and foremost, we are artists and designers. Flowers are our medium. Each floral arrangement is designed with intention based on the color, shape, and texture of the flowers we use. We love the variation in shape and line that each individual flower stem offers, and leverage those unique qualities in our designs to highlight the natural beauty. We have a maximalist design style. Our arrangements are lush and flower-forward. My corporate background gives me a unique blend of creativity and business savvy as an entrepreneur. Every flower arrangement we design goes through a rigorous creative process before it gets launched to the public; it must meet our standards for quality, design, and the reputation that Fresh Flower Bar has earned for long-lasting beauty. We’ve built our brand so our arrangements are instantly recognizable, distinct from traditional flower shops whose designs are dated.
Q: What influences your work?
A: I draw most of my inspiration from color, shape and design that I see in my daily life, whether it is running errands or visiting another country. My work is heavily influenced by nature, visual art and international travel. We are continuously evolving our product line to reflect current inspirations, seasonal trends, and the desires of our customers. Being “cookie cutter” is like a death sentence to me, floral art must evolve and adapt to be stimulating and relevant.
Q: How do you help clients articulate what they want when they don’t quite have the words?
A: We know exactly the right questions to ask and we are great listeners. Describing flowers isn’t something people do every day - so we try to learn more about the occasion for the flowers or the essence of the person we’re designing for. Are they lively and spunky? Sophisticated and demure? Are they a free spirit, or do they appreciate something more refined? With descriptors like these, we’re able to intuit that the recipient would love a whimsical arrangement with colorful, but pastel flowers, something with movement and depth, and that is the perfect size for their dining room table!
Q: Can you walk us through your design process from first idea to finished arrangement?
A: For wedding and event work, we have an in-depth consultation with our client about their event and aesthetic and put together a mood board and color palette for our team to reference. Our team will then brainstorm the individual flowers to use, ensuring all colors are present, balanced, and cohesive, and that we have an assortment of flower types and shapes for a dynamic composition. Every one of my team members has unique skills and strengths, so different designers take the lead on different events. A lot of the design comes intuitively to us; we often say, “If you’re looking for a florist who just ‘gets it’ - you’ve found one!”
Q: Can you share what are some emerging trends you see this season and coming into Spring?
A: For wedding and events specifically, we’re seeing lots of “cloud” and “meadow-like” arrangements - centerpieces without visible vases, garlands and table runners that make guests feel like they’re dining while immersed in nature, even if they’re inside a venue. Our couples are getting adventurous with organic forms, contemporary color blocking, and bold, bright hues aren’t going anywhere anytime soon.
Q: What fills you up?
A: The hands-on process of starting with loose flower stems and creating a floral composition that takes my breath away. Even after almost eight years, I am still in awe of how astounding and perfect flowers are.
There are so many rewarding aspects of owning a successful business that you have built from scratch. I love the feeling of being an entrepreneur and watching my business continue to grow and to get the awards and recognition that me and my fantastic team have worked so hard to achieve is the icing on the cake.
Lastly, I don’t think people realize how personal flowers are. We get to create beautiful, completely customized floral arrangements for our customers’ most joyous days, and sometimes their saddest days. We have brides that come visit our studio years after their wedding, just to say hello, and celebrate that they’re expecting a new addition to the family, and we also speak with customers who have just lost someone important to them, and just need someone to talk to about their loved one. Getting to know our clients on such a deep level throughout the design process is a joy, and a true honor. Knowing how impactful flowers are, for all of life's occasions, keeps us very present and grateful.
Getting to know our clients on such a deep level throughout the design process is a joy, and a true honor.