2023 Speaker Profile: SARAH REYES

THE SUSTAINABLE RETAIL FLORIST: Learn about Wildflower & Fern's sustainable business model and hear from Sarah Reyes about how she has developed the tiny flower shop into an important hub for locally-grown flowers for the Bay Area. Sarah will share strategies and tips for creating a flower shop that highlights artisans and local growers, as well as nurturing a community of passionate customers who value Wildflower & Fern's mission of local, seasonal, and sustainable botanicals. ​

Florist Sarah Reyes has already been up for nine hours when she takes a break to chat with me at noon. The florist and owner of the shop Wildflower & Fern in Oakland, California, was up at three and at the San Francisco flower market by four. It’s something she couldn’t have imagined in her pre-flower life. “My husband was shocked when I first started doing this because I just jump out of bed to go to the market,” says Sarah. But since 2015 or so, Sarah has been captivated by locally grown flowers, and a day of seeing what’s in season, chatting with the growers, and designing with the just-picked blooms and greenery is pretty easy t