In honor of Mother's Day, we partnered with the POPUPFLORIST on a Bouquet and limited-edition Purely Elizabeth latte at their Mother's Day pop-up in NYC. We sat down with Kelsie Hayes Fine, the founder of POPUPFLORIST, to chat all about what inspired her to become a florist and how she's spending this Mother's Day.
PURELY ELIZABETH: What inspired you to start the POPUPFLORIST and how did your career in fashion influence this new venture?
KELSIE HAYES FINE: POPUFLORIST was originally conceptualized as a concept to create in-person experiences in the retail world. In my former career, I designed a namesake clothing line for a women’s boutique, and I found that getting customers in the door took more than just having a beautiful selection. Clients were craving connection and experiences, so I wanted to create something that could help support that need using something I see as a “universal love language.” Since then, my brand has taken on a life of it’s own but our core values are still there.
PURELY ELIZABETH: What does a typical day look like for you?
KELSIE HAYES FINE: My days/routine are ever evolving but I love starting the morning waking up my 3 year old Lenny and getting some cuddle time in. Now that the weather is nice, we like to spend our mornings in our garden. Getting fresh air first thing in the AM is so important to me. After I drop her off at school, I run up to my office and get the day going. No two days are ever the same and it keeps me on my toes!
PURELY ELIZABETH: What flower trends are you loving right now and what is currently inspiring you?
KELSIE HAYES FINE: I am so inspired by shopping local at the farmers market. I live near the Union Square farmers market in NYC and I visit it 3-4x a week. Growing flowers is such a labor of love and I try to support local when I can. Being inspired by what’s in season is the best way to do floristry- it doesn’t feel forced and makes for beautiful and abundant arrangements!
PHOTO CREDIT: CARLY TICE & KRYSTENA PATTEN
PURELY ELIZABETH: What are some of the biggest challenges you face in your industry?
KELSIE HAYES FINE: Working with a fresh product is always challenging, but we are located above the flower market which means we are buying fresh daily. This also helps us avoid waste, which is a big issue in our industry. At the end of the week, I love to take anything extra home and lucky for my business (not for me!) we barely ever have any extra!
PURELY ELIZABETH: As a working mom, how do you balance the demands of running your own business with motherhood?
KELSIE HAYES FINE: I am so lucky to have a great partner who supports this crazy schedule, and a team who loves my daughter as their own. Ever since having Lenny, I have brought her to work with me at least once a week. I think it’s important to be able to have her in the environment so that she can grow up not only seeing me in my role, but can be exposed to the hustle and bustle of having a demanding and growing business. She is a bright spot wherever we go and though having her in the studio has it’s challenges (buckets of water and fragile things everywhere), I wouldn’t have it any other way!
PURELY ELIZABETH: What does your ideal Mother’s Day look like?
KELSIE HAYES FINE: My ideal Mother’s Day starts with making sure everything is set at the studio- I find this to be such a high stakes holiday where absolutely every detail needs to be in place! Last year I brought Lenny with me in the morning and she was a great mood-booster for the team on an early Sunday. I love to have brunch with my family and just relax the rest of the day. On the weekend- no plans are the best plans!
