Vendors I Love: THREE NOTCH FLORALS
photo by Karen Obrist
I met Cara Schmidt at a Tuesdays Together meeting in January 2018. In fact, it was the first meeting for both us. During the networking time before the program began, we each spoke about our businesses, and I already felt my community expanding. I immediately appreciated Cara’s journey and passion for flowers. When we finally worked together a few months ago, I got to witness her creativity first hand. I am super excited to shine a very well deserved light on a member of my community. Without further ado, I’d love to introduce you to Cara from THREE NOTCH FLORALS!
What was the path that led you to become a florist?
It was a bit of an accident. Or, if you believe in that sort of thing, maybe it was fate. I was a lawyer at a corporate law firm when a friend asked if I would help design the flowers for her wedding. I had no experience and no inclination towards floristry. But it sounded fun! I've always been someone who is very driven by beauty in design and nature and the arts.
Another friend asked a few months later. Then I was hired for the first time by a friend of a friend who heard through the grapevine about these 2 experiences. At that point, I was still practicing law full-time and hadn't given a second thought to flowers. But it fulfilled something in me that law was not satisfying. So I said yes to the wedding, came up with a business name, put up an Instagram, and then booked another 4 weddings that year (which I am still amazed by). It's been slow but steady growth since then. In 2018, I stopped practicing law and began freelancing. I worked in a flower shop while building Three Notch. Then in 2019, I went full time on my own.
What excites you about weddings?
I love picking out the flowers a week or two before each wedding. I use try to use 100% locally grown flowers for all my events. Therefore, ordering requires comparing flower availability across 6 or 7 different farms. It’s a Plan A through Z when inevitably of my first choice flower is not available because of weather or supply issues. But I have the ability to improvise when a flower is not the shade I imagined, but still in the color palette of the couple. There is generally an extraordinary amount of flexibility on a very tight timeline. But when it all comes together, I stand back to look at a stunning centerpiece or bouquet. I see that it captures the couple's dreams for their wedding day and I know I've done it in a way that supports the community and the environment. It is a moment of complete joy.
photo by Craig Williams
What do you look for in a couple?
Sustainability, on an environmental and a community level, is SO important to me. So, I look to work with couples that have enough flexibility in their vision to allow me to make sustainable choices for them. I don't expect anyone else to know the first thing about the issues we face in the floral industry. It's my job to spot those problems and come up with solutions. As long as someone is open to suggestions on how we can make their designs more sustainable, then Three Notch will be a great fit for them. But if a couple is determined to have a design even after I have explained how it is harmful, I'm not the florist for them.
What is the greatest compliment you’ve ever received?
Every single time someone chooses to work with Three Notch. There's always going to be a cheaper option, or someone with a bigger team, or a designer who has worked at the venue more than me. But each time a couple looks at their options and then trusts me to bring their design to life (on one of the biggest days of their life), it is the greatest compliment.
What do you desire for your business?
To make it through this pandemic? But seriously, with the support of my partner, I feel very fortunate not to be worried about Three Notch's survival. However, the reality of my situation only highlights just how much privilege I have. And that is getting me through this difficult time. So my big goal for 2021 is to create a part-time position that leads to a full time position in 2022. Because the floral industry needs to be open to everyone, not just people who are lucky enough to have extra help from a partner or family.
photo by Jennifer Larsen Photography
What are you grateful for?
Last year, because of the lack of events, I started selling bouquet subscriptions. The bouquets were made of all locally grown flowers from the Hudson Valley. Not only did the subscriptions help Three Notch (almost) break even last year, it also allowed me to buy over $12,500 in local flowers. I am SO grateful for that support. Even better, it allowed me to support our farms, who really needed the income as well!
Wow, that’s super cool. Both because it kept you going, and also because you got to buy local. So, how do the subscriptions work?
The subscriptions will start up in May. There's the option to get 4-week subscriptions (May or June) or an eight-week subscription (May and June). I'm doing delivery throughout the city and Westchester.
It’s a great alternative VDay gift, and for ordering early there's 10% off with the code TNFxVDAY2020.
Any recent victories or cause for celebration?
Three Notch got a new permanent home in the Hudson Valley!!! I'm now based out of Bloomington (could that town name be any more perfect?) between Kingston and New Paltz.
It was always a goal to move the business to the Hudson Valley. I love this area, it's closer to the flower farms, and I can't tell you how wonderful it is to no longer get parking tickets! I didn't think the move would realistically happen until 2022 or 2023. But COVID sped those plans up, and now that we're up here, I couldn't be happier.
TO LEARN MORE ABOUT THREE NOTCH (and the subscriptions), PLEASE VISIT:
AND CHECK OUT THEM OUT ON SOCIAL MEDIA: