A season of change is on the horizon for Brooklyn-based floral designer Molly Ford. “It's been our pattern to do something until we absolutely can't - and then grow or take a chance and figure out the steps to make our lives easier,” she says. “I feel like we're getting to that point where change is going to happen, but I just don't know what that looks like yet.”
In many ways, this idea has been a constant throughout Molly’s life, culminating in her appreciation for floristry. Born in California and raised in a small town in Arkansas, Molly’s upbringing was always rooted in creativity, with her most formative memories taking place in nature - whether engaging in imaginary play outdoors or living amongst handmade furniture crafted from vines. “My mum is a painter and furniture maker, and my dad is a welder, furniture maker, and carpenter. We didn’t have a lot of money [and] nature and art were necessary parts of our lives.”
She continues, “That love for art and nature was instilled in me from a young age, but also [the idea] that you can make something happen if you want to: you can build something, and you can change a room. Nothing is precious, and art is something that's supposed to be explored.”
After graduating college in Tulsa, Oklahoma, and with persistent follow-up, Molly secured a coveted internship at a local floral company. “I worked a full-time job at a community center and was a florist on the weekends - I was obsessed with it,” she reflects. “I would work fourteen-hour days [but] have more energy from that rather than from my nine to five. I just felt this joy that I wanted for the rest of my life.”
Molly continued floristry in a part-time capacity upon her move to New York with her now-husband, Hudson. “Then Covid happened, and my full-time job became remote, and I could think about what I wanted out of life and my career.” After receiving personal orders and launching an Instagram account and portfolio, Flowers by Ford rose to new heights. “My husband also lost his job during the pandemic because of layoffs, so we were in a pivotal place where we could build a company and take a chance.”
If Arkansas was Molly’s “foundation,” and Oklahoma was her “place to dream,” then New York is where Molly has bloomed in directions she couldn’t have anticipated. She cites the city’s boundless energy and industry connections as key components of maintaining the longevity of her business. “New York is such a massive city that has always loved grand gestures,” she says. “We produce moments for people - these worlds where they can submerge themselves with flowers and nature. Then it all gets taken away the next day. New York craves that [newness].”
Still, Molly contends, “I'm not inventing something new, [but] the structure is here for me to thrive. You have to have some grit to stay in this industry long-term, but the desire and the demand are here. It’s been the sweetest surprise to make my art into a business and be able to live off of it - and still really enjoy it.”
From their Brooklyn apartment to a full-fledged production studio, Molly and Hudson have run Flowers by Ford full-time for the past four years, transforming a literal homegrown project into a company that services a community across fashion, beauty, and lifestyle. Location and industry aside, Molly’s work often begins at her airy workspace alongside her studio manager and team of freelancers. “I love working with my team, but the ideal situation is being in the studio by myself and getting to create without a timeline,” she notes. “I also love making a mess and not feeling pressure to clean it up.”
In this way, inspiration can come from the most unexpected details - and that freedom has informed Molly’s aesthetic, even when tending to a client’s vision. “If I'm trying to pitch to a wedding client, I will include landscape [imagery] that feels interesting and showcase what I'm trying to achieve with their designs,” she explains. “If you think about a long wedding table, and you're looking at it at the head going down the center, I want that to feel like a landscape [with] different high points and low points and moments where it's sprawling out and different colors that you could find throughout the whole space.”
Though sculptural in nature, Molly’s arrangements are meant to feel accessible, even playful. “Almost like you went out in the garden, picked flowers, and put them on the table,” she adds. Colour and texture most often achieve this quality. “If we're going for a spring palette, I always tend to go towards very soft colors: muted yellows, oranges, and super soft pinks.” She likes to balance this subtlety with darker tones like burgundies and greens - and also incorporates various petals to create different layers and folds.
Lately, Molly’s rotation includes “really delicate flowers that we’re not going see for a long time.” Think: daffodils in all varieties and lily of the valley. “I just put some checkered lilies and sweet peas in my cooler for an event later today, and I'm excited to work with those.” Florals aside, the new season also means more opportunities for growth.
While managing a team and releasing control have some notable learning curves for Molly, there’s something to be said for learning to embrace the fleeting nature of this work, especially in our fast-paced culture. “It teaches you to slow down and appreciate it while it's there,” she shares. “Maybe I don't get too attached, but I appreciate the moment [and] know that flowers are a peaceful place for people. A beautiful arrangement doesn't fix anything, but it does cause a moment for pause - so while I don't feel grief in the process of [floristry], I know it does have a hand in the process of grief.”
While change can often bring about uncertainty, Molly remains open to all of the possibilities ahead. “I think time is a seed I'm trying to cultivate,” she says. “I want to give myself space and time to dream. I want to make sure I'm allowing myself to say no to things and focus on what matters. All of that feels important in this season of life, and I’m trying to be intentional.”
Molly wears the Quilted Patchwork Cotton Jacket. The Moroccan Glass Vase and Sienna Stripe Linen Tablecloth also feature.
Words by Rachel Schwartzmann.
Photography by Ash Bean.
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