Today on Florist Friday, I’m delighted to feature an interview with New York based florist, Brittany Asch of BRRCH.
Could you tell us what prompted you to become a florist?
After leaving the music school I attended, I moved to Brooklyn. There’s a big flower culture here and it didn’t take long for me to discover it. I was working at a restaurant to pay the bills and while I was there, I noticed the weekly flower account. I started paying attention to the flowers in my down time and then observing the whole process. I thought to myself, wait a second, why am I doing this when I can be doing that? That was the beginning. It’s all very surreal to think back to that moment and how that one small decision has influenced my life in so many amazing ways.
Could you tell us how your floristry career has progressed?
I started out with a 3 month internship at Saipua. After my internship ended, I started working on events with them. Sarah then referred me to other florists in need of helping hands and quickly I was bouncing around working for about 10 different florists. It was really interesting to see how everyone approaches flowers and arranging differently. As a freelancer, I really enjoyed picking up on those nuances and adapting to each person’s floral style. This process really helped me find my own style as well. As I worked with more and more materials, it became very clear to me what I did and did not like. Each day was more exciting than the next, as I was working for these amazing women that inspired me so much. I’m so grateful for those moments and having met so many amazing, strong, and kind people…and it continues! I think a certain type of person appreciates flowers and I’m a big fan of that type. While that was going on, I would do small things for friends and between word of mouth and referrals, I gave birth to BRRCH.
When did you start your business and where are you based?
BRRCH officially started last January and I’m based primarily in Brooklyn/NYC area. Although I consider myself based out of the Hudson Valley, where I grew up as well.
What kind of floristry services do you offer?
Almost everything. Editorial Styling, Residence/Office Accounts, Weddings, Events, Workshops…a lot of things. I enjoy the different experiences I have through each of these subsets. I have an insatiable appetite for flowers, so it’s better for me to dabble in as many things as I can.
Where do you get inspiration for your floral designs?
This week? Street Style, Art, Interiors, Tribes. It changes all the time. I’m always inspired by things that are grandiose and theatrical and I am consistently drawing upon nature as it is. It’s an endless pool of inspiration.
What are your plans for 2014?
Last year I had very specific goals. This year, I just want to nurture everything and keep innovating. I hope to expand, travel, and I hope to collaborate more. I hope to create less waste. So there’s a community of us trying to work on that.
What is your favourite flower?
A tried-and-true heirloom garden rose. I once joked with my friend Taylor that if I had to choose one flower to work with forever it would be that. I hope to grow my own at some point. Water lilies are transportive for me as well. As soon as I start to think of more than one flower though this list will turn from 1 to 50 in no time at all.
Thank you so much to Brittany for all her help in compiling today’s blog post. If you’d like to see more of her stunning work, please do visit the BRRCH website.
To keep up-to-date with Brittany’s news, here’s where you can find her on social media:
(Images : Profile Shot: Aviva Rowley. All others Brittany Asch / BRRCH)