Kelly Shore’s journey in the floral industry began in a modest campus flower shop in Champaign, Illinois, back in 2000. Over the years, she honed her skills and passion for floral design, eventually venturing into wedding flower arrangements for friends and family while working at a Baltimore flower shop. But it was in 2011, after completing her graduate studies and starting a family, that Kelly Shore embarked on her entrepreneurial path, founding “Petals by the Shore.” This home-based wedding and event floral design company became a cherished presence in the Baltimore and Washington D.C. areas.
Through “Petals by the Shore,” Kelly Shore discovered the world of local and American-grown cut flowers. Her journey into this vibrant industry led to the establishment of “The Floral Source” in 2019. The primary aim of this venture was to host immersive floral experiences on flower farms across the United States. The goal was clear: to provide designers with a profound understanding of the origins of their floral materials.
In 2021, “The Floral Source” took a significant turn by transitioning into a farm-direct floral wholesale company specializing in domestically grown flowers and foliage. This transformation was prompted by increasing demand from florists and farmer-florists who yearned for American-grown blooms, especially during the shoulder seasons when much of the country was gripped by chilly weather.
Kelly Shore reminisces about the early days of this shift, with their first wholesale shipments coinciding with Valentine’s Day in 2021. Word quickly spread, and “The Floral Source” began partnering with a network of 27 farms scattered from Florida to Alaska, ensuring year-round access to high-quality American-grown flowers and foliage.
Undoubtedly, one of the most significant challenges Kelly Shore faces in her role is educating the design community about the importance of seasonality based on regions and the reasons behind the relatively higher cost of domestic flowers. She emphasizes the need for a shift in understanding regarding which flowers thrive in different parts of the United States. To achieve this, she employs various channels, including social media, newsletters, and hands-on experiences like floral retreats held at partner farms, where florists and farmer-florists can immerse themselves in the world of seasonal products and meet the growers.
Kelly Shore takes immense pride in the fact that “The Floral Source” actively supports American farms, contributing to their sustainability and the preservation of these vital businesses for future generations. She strongly believes that as demand for domestically grown products continues to rise, farms will expand and evolve to meet the needs of designers and consumers alike.
For fellow florists, Kelly Shore offers valuable advice: connect with local growers, make gradual changes towards sustainability, and consider the long-term benefits for your business, employees, and the environment. She emphasizes that sustainability is a journey that involves making small, manageable changes every day.
In addition to her insights, Kelly Shore notes that while dried products and blush and neutral tones continue to dominate floral trends in the wedding, farmer, and retail sectors, there’s a resurgence of interest in vibrant and bold colors.
When asked about her affiliation with the Society of American Florists (SAF), Kelly Shore enthusiastically highlights the sense of community and authentic connections she enjoys with fellow floral professionals. She fondly recalls her experience at the SAF Next Gen conference, where she absorbed the energy and excitement of her peers, reiterating the importance of mutual support and growth within the industry.
Kelly Shore’s journey through the floral industry serves as an inspiring tale of dedication, sustainability, and the enduring beauty of American-grown flowers, one petal at a time.