If you’re looking for traditional roses in a big (expensive) glass vase, look elsewhere. Pine is the indie darling of the floral world, creating abstract, thoughtful designs that are more sculptural than they are traditional bouquets. These pieces are designed to inspire and capture your eye, almost as if you were taking in a piece of art. Which—by the way, you are. Florist and founder, Chelsea Neff, launched Pine to rail against the traditional and she’s found fans in brides and brands alike.
As a small business owner with an eye towards mastery and excellence, Chelsea looked to Squarespace ‘s minimal aesthetic to house her digital portfolio. Squarespace let the pieces speak for themselves, while also creating a simple platform to connect with potential clients and even sell products. Below, Chelsea filled us in on the beginnings of Pine and what she’s hustling toward next!
By the way, Squarespace is offering 10% off your first purchase to GWS readers! Just use the code: GWS18
Allow us to introduce you to Pine!
Tell us about your business and how you got started.
Chelsea: Valentine’s Day of 2014 was the start of it all. I kept finding that there weren’t any unique florists to shop from for your loved one on that special day. Your only options were 2 dozen roses with baby’s breathe or eucalyptus for $200. This killed me, yet inspired me to start Pine. Pine Valentine was the launch for us in 2015, where I created 100 tropical and very colorful arrangements.
How do you stand out in a crowded market space?
Chelsea: I try to keep it simple…less is more. I sometimes will use just 3 different stems and create something abstract from that. I like that my work all has a certain look to it—that people can see an arrangement and almost guess that it’s by Pine.
What inspires you when you’re creating?
Chelsea: Colorful Paintings! Fashion for sure. Seeing certain colors worn together will inspire a new arrangement.
I like that my work all has a certain look to it—that people can see an arrangement and almost guess that it’s by Pine.
In your opinion, how can couples think outside the box when it comes to incorporating florals into their wedding?
Chelsea: We had a very tight budget for our wedding! And I did all of our florals with the help of my handy bridesmaids. For our reception tables, I got 3 bundles of 85-foot pine roping, and threw it down the middle of the long tables, added some extra greens and candle sticks in between, and kept our wedding florals at under $800! I also loved very simple and classic stems when it came to my own wedding. My bridal bouquet was just calla lilies, same for my bridal party.
Advice for couples: Maybe try not to think so “typical” when planning your wedding, and go for what you like! Boutonnieres can be just for your high school prom :)
When did you launch your Squarespace site?
Chelsea: I launched my Squarespace site in early 2016! I have always preferred Squarespace over other sites. The templates are so simple and exactly what I was looking for as a floral portfolio layout.
How has this site changed or impacted your business?
Chelsea: Squarespace allows me to showcase my work clearly, while giving my followers an easy way to browse my work and contact me regarding business.
What are your plans and goals for Pine for the upcoming year?
Chelsea: I’m excited to launch more Pine Merchandise! Cozy tees and crew necks with my Pine branding and designs. My husband, Tyler, is an artist and creates simple, floral drawings for our clothing. I’m excited to see what he comes up with next!
What have you found to have the most impact when designing your website? What template did you use?
The templates on Squarespace seem endless and so fun to try out. I ended up sticking with Hyde. It was the cleanest one that fit my brand best.
What advice would you give someone launching their business?
Be prepared to take it all on—it’s very hard work and sometimes you hit major road blocks. If you go into it prepared and confident of your work, nothing can stop you. Once you get the ball rolling, join Squarespace and play around with it until you get comfortable. Then you can make your website yourself without hiring someone!
How about for advice for those launching a new or revamped website?
Know your brands aesthetic. Very well. And if you don’t, ask a friend to help you with the design aspects. Then just keep it simple and to the point!
This post is sponsored by Squarespace. Thanks for supporting our sponsors!
photo of Chelsea + palm arrangement: Rebecca Alaniz