MADEWELL MINI-TOUR: BRRCH FLOWERS STUDIO

Admit it: being surrounded by flowers every day sounds like a perfectly lovely, perfumed fantasy land—one that we often daydream about. But it wasn’t until working in a restaurant with fresh flowers delivered every week that Brooklyn-based Brittany Asch realized flower arranging could be a full-on profession. “The only experience I’d had with a florist was a prom corsage,” she says. “I’ve been gardening and playing with flowers my whole life, but it was just a hobby.”

Asch, deciding to take a leap and make flowers a full-time gig, took an intensive tutorial at the New York Botanical Garden, which gave her the gusto to go pro. She assisted several top florists and, soon after tackling weddings and parties solo, launched her own floral firm called Brrch (more on the name later).

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TIP #1: MAKE SURE EVERYTHING IS FRESH—DOWN TO THE NAME.

And so, as floral dress season amps up—and bouquet-accented festivities fill the calendar—we decided to pop by Asch’s studio to poke around and snag a few tips for anyone who gets inspired to turn into a flower girl herself:

BRRCH is a creative twist on the florist’s name: BR for Brittany, CH for Asch and an extra R just because she liked how it looked. “It’s more abstract,” she says. “I have the same approach to arranging flowers.”

TIP #2: DON’T FREAK ABOUT FLOWERS:

“In the beginning it was hard for me to sleep because I was afraid the flowers would die overnight. I would get up in the middle of the night to make sure they were OK, but I’m over that now. I understand the life cycle of the flower.”

TIP #3: START SMALL:

Asch suggests arranging flowers in your hand first, then tying them off and popping them in a vase. “If you make something in your hand that looks pretty, it will look the same as it did in your hand in the vase.”

TIP #4: NO VASE? NO PROBLEM:

“I think a lot of household items are overlooked that can be really perfect for flowers. A lot of branches can fit in an umbrella holder. Or if you have a nice-looking garbage can, use that.”

TIP #5: REMEMBER THAT STOPPING TO SMELL THE ROSES IS WHAT IT’S ALL ABOUT:

“The only time I really get to take in the scent of a flower is when I’m holding an individual stem, and sometimes I’m just totally taken aback. Like with garden roses—they just kill me.”

[All photos by Emily Johnston]