Today we’d like to introduce you to Melissa Keyes.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Coming from a career in graphic/web design, branding and photography with a Bachelor’s in Graphic design built a great foundation for my venture into florals. Working previously in design, color and client management allowed me to develop important skills that easily translated to the world of floral arranging. Part of the adventure was to seek out resources that would provide me with blooms, berries, pods, and greenery that were uncommon to traditional florists. Creating interesting textures, non-traditional shapes and designs with wild greenery became my signature style. I felt inspired by gardens, the imperfections of nature and flowers in their original form. Curving branches and unusual blooms became the focus rather than the unwanted discards, with time and lots of practice in my craft I knew I could continue with the freedom to explore my own ideas and provide my clients with a contemporary garden style aesthetic. Working on weddings has become my main focus. I love to work exclusively on weddings allowing me to immerse myself in getting to know my clients, their style, their vision and giving their special day the attention it deserves.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Not many creative ventures come without some struggle! The world of flowers can be challenging. Plants are fragile and their lifespan is beautiful but fleeting. This puts a little extra pressure on production and timing. Traditional floral retail shops sell their flowers as close to the purchase date as possible so the buds are still closed and the arrangements last as long as possible. My objective is a bit different. I buy my flowers in advance and let my blooms open and mature to peak perfection for my client’s wedding day. I want their focal flowers to be as large and fluffy as possible, and each bloom to be at its prime show-stopping peak for their day. Learning the characteristics and habits of so many flowers and greens and knowing which flower works best for each concept and scenario has become an exciting and exact science. Having the experience to know what to use and when to use it is something that has helped me achieve unique and impactful designs.
Free Range Floral Design – what should we know? What do you guys do best? What sets you apart from the competition?
Our designs convey a carefree garden style aesthetic that finds beauty in nature’s imperfections. Our specialty is floral decor for free-spirited weddings & events. Designs are inspired by the ever changing seasons, and the whimsical elements of the outdoors. A big part of what we do is being in tune with our clients. We carefully consider all your ideas, thoughts, dreams + vision then thoughtfully put together a concept and plan of action for your wedding florals. Flowers are playing a larger role in weddings today. They set the vibe and tone for the entire scene. We want our clients to feel secure in knowing that we will create a look that is authentic to each couple’s style and needs. We understand the importance of your day and work our hardest to create a cohesive look and feel. We are great at listening and we take all the information we learn about our couples and translate that into floral decor that highlights the uniqueness of each couple and all the intricate details that reflect their personal story and the beauty of their venue.
What is “success” or “successful” for you?
Working with clients, vendors and venues and that make my everyday experience feel meaningful, happy, and worthwhile and fulfilling defines success for me. The interpersonal connections and relationships we build with other likeminded individuals are so rewarding. One of the highlights of my job is delivering the bridal bouquet to my client. The look on their face when they see all the planning comes to life is one of the best moments for me. Those moments remind me of why I love what I do.
Contact Info:
- Address: Free Range Floral
Merrimac, MA - Website: www.freerangefloral.com
- Email: hello@freerangefloral.com
- Instagram: https://www.instagram.com/freerangefloraldesign/
- Facebook: https://www.facebook.com/freerangefloraldesign/
Image Credit:
Little Fang Photography
Nicole Ellen Photography
Mon Petit Studio
Getting in touch: BostonVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
