Keys to Success from an American Grown Designer Kelly Shore

Throughout the past decade, Kelly Shore of Petals by The Shore has become one of American Grown’s most renowned floral designers. With her passion, intellect and charm, it comes as no surprise that she has consistently delivered amazing results for American Grown events year after year. This year, we are fortunate to have her as the designer for our Field to Vase Dinners on March 4 at Fern Trust and in July at Scenic Place Peonies!

As an experienced designer of multiple Field to Vase Dinners and other American Grown Events, as well as running various workshops, Kelly has extensive knowledge of the ins and outs of the floral industry, especially when it comes to sourcing American Grown products. However, knowledge is only half of the equation. Much of Kelly’s success also comes from her hardworking background and ability to connect with others! Read on to learn what advice Kelly has for others in the floral design industry.

Working in retail is a great way to get your feet on the ground:

As with all careers, it’s important to understand the basics. While creativity may be one of the most appealing aspects of floral design, there’s a lot more to it than the finished product. There are many moving parts behind the scenes that take place in a retail setting. Kelly started out working in a flower shop when she attended college, which helped her establish a solid foundation in running a business.

Never stop learning:

Whether you’re a budding floral designer or an experienced professional, there’s always something you can learn in the industry. There are so many components to the floral design industry, from creativity, to business, and agriculture, that it’s impossible to gain knowledge of everything overnight. As stated previously, Kelly learned the basics of business from working in the retail industry. When she began her career, she also took it upon herself to learn about local flowers and seasonality as well. Her desire for knowledge is what led her to establish a close connection with American Grown.

Connect with farmers:

There’s no better way to learn about seasonality in your area than by connecting with local flower farmers. Kelly’s American Grown journey started when she connected with farmer Dave Dowling and took a tour of his farm. She also had the opportunity to travel to Alaska’s Scenic Place Peonies and help with their harvest. It was there where she discovered that her passion for the floral industry went beyond flowers and extended to having a deep appreciation for what farmers do. While immersing yourself in farm life is not required, reaching out to local farmers is easy! If you’re unsure where to start, visit your local farmers market to meet flower growers. You can also check out our directory online and filter by location to find farms near you.

Focus on the message or feeling you want to convey with your designs:

Kelly works with a broad range of events, from weddings to farm-specific events. However, her approach for working with each client, no matter the size of the event, is the same. She asks questions, gets to know their vision, and learns what is important for them. If there is a particular feeling or idea a client wants to capture, she will focus on that. For example, in Scenic Place Peonies’ Field to Vase Dinner in 2017, the farm wanted the decor to blend two of the area’s staples: fishing and peony growing. “When clients walk into a space, I want it to reflect who they are,” Kelly said. Creativity in the floral industry is essential, but perhaps the one aspect that’s just as (or more) important is being able to tell a story.

If you want to see Kelly’s jaw-dropping designs, register today for our upcoming Fern Trust Field to Vase Dinner in Seville, Florida, or make a trip up to Alaska this summer to see her at Scenic Place Peonies!