Meet Miss Larroudé, Kelsie Hayes

As a mom, creative, and innovative entrepreneur, POPUPFLORIST’s Kelsie Hayes brings her unique perspective as a former fashion designer to the artistry with which she arranges her decadent floral creations. We talked to the small business owner about inspiration, her best days, and how to work smarter, not harder.

Name: 

Kelsie Hayes

IG Handle:

@popupflorist @kelsiehayes

 

Where do you live?

The East Village, NYC.

 

What is your job title?

Founder of POPUPFLORIST.

 

Favorite Larroudé shoe?

All of them! No really, since its launch, all I wear is Larroude! But right now I’m loving the Cindy Boot in Olive.  

Favorite restaurant/dish in your city?

Caffe Dante, Orecchiette Pasta.

 

IG Account(s) you follow for Inspo:

For fashion - @majawyh, @tessamontfort

For flowers/art - @josepfontc, @hermeticaflowers.

 

What inspires you?

My daughter, Lenny Bea! 

 

How did you get your start?

I went to college for Fashion Design, worked in the industry for 7 years and decided to have a career switch to flowers. Through word of mouth and strong relationships I had built, I was able to fuse my love of fashion and flowers and turn it into a business. We’re celebrating 8 years in business this year! 

 

Piece of advice for your younger self / One thing you wish you knew when you were first starting out?

To be more kind and patient with myself. I wish I would have had the confidence in my decisions that I have now, but that all comes with growth! 

 

What is your favorite part of running your own business?  

So many things, but definitely the people. Since starting I have always been drawn to people that are just stumbling into the industry, much like myself,  rather than being professionally trained. I’ve had a lot of people that have worked with us that left their corporate jobs and now work as florists full time. I’m always happy to see them thriving and turning their passion into their career, and I feel proud to be a small part of their story! 

 

What does a typical day at work look like? 

My favorite mornings are my early mornings (5am!), where I have the calmness of the studio before the day and the chaos begins. I love going to see my wholesalers early and pulling flowers for different projects or orders, it’s truly my favorite part. By 730am, I’m usually back at home with my daughter for quick snuggles before I get back to my day. No two days are the same at POPUPFLORIST, as we operate an ecommerce business and an event business. The challenge of the newness every day is fun to me—it keeps it fresh and exciting! 

 

What are some of the biggest challenges you face in your industry? 

Flowers are a perishable product, so the logistics behind when to receive them and how to care for them is always the biggest challenge, second to my fashion clients (whom I love) that call in last minute favors!! 

 

What is one of your biggest successes so far? 

Having three beautiful stores that we “outgrew.” We now have a beautiful and bright creative studio and office in the heart of the flower district that I am so proud to go to every day! 

 

Where do you see yourself in 5 years? 

I hope in 5 years that we grow the POPUPFLORIST brand to its potential, with the same values that we’ve had since day one! 

 

What’s your go-to Spotify Playlist?

Beyonce forever.

 

What is your fashion uniform?

Denim, tshirt, Vintage Jacket. My go-to, always! 

 

With your past experience in fashion, how do you think that has played a role in how you create, display, arrange your flowers? Are you still inspired by fashion? 

I think my background in fashion has informed not only my designs, but how I run the business. I can speak the language to the designers we work with, and because of that we tell their stories through flowers. The skills I learned in problem-solving in my days as a fashion designer have also made me feel really confident in my quick decision making.

 

As a working mom, how do you balance the demands of entrepreneurship with family life? What strategies do you employ to maintain a healthy work-life balance while pursuing your passion for floral design?

Since becoming a mom I’ve learned to “work smarter, not harder.” I still possess the same scrappy & bootstrap mentality as I did 8 years ago when we started, but I am more open to leaning on other people for help and am getting better at delegating. I try my best to give 100% of dedication and attention to whatever hat I’m wearing, Mom or Business Owner. I bring my daughter to work with me at least once a week because I want her to grow up not only around flowers, but seeing me as a leader. Lastly, I am very lucky to have a really supportive husband, family, and group of friends that build me up and jump in whenever they can to help! It takes a village!