We got to visit Gaia Florals, a wonderfully unique flower shop in the heart of Birmingham. Inside, the shop was filled with a selection of the most beautiful and uncommon blooms we’ve ever seen. Sarah Marshall, who owns the business told us all about her journey to opening the shop, and we are so excited to share the details with you in this little Q&A.
Sarah Marshall - Owner of Gaia Florals
What's the story on how Gaia Florals got started & what made you decide to start a floral business?
Honestly, it just kind of happened. Unplanned. I was a nurse before moving to Birmingham- I was not satisfied in this career. When we moved, I began staying home with our daughter (who was 1 at the time). I quickly realized that I needed something more than strictly being a mom/wife. I started playing with flowers at that point- it was something I could do as a hobby and still be able to focus on Tatum.
It all started with playing with design (arrangements/bouquets), and I quickly realized how much I loved this art form. I couldn't afford to continue to buy flowers for practice so I started growing my own. Long story short, I deeply loved starting plants from seed and began doing this heavily. I grew them in my yard in Crestline Park, so it wasn't a "farm" but it allowed me to routinely have flowers in my hands. I began reaching out to other growers and formed friendships with many of our local flower farmers. In 2019, Holly Carlisle hosted us in her studio once/week for a local flower "market". Through that time, I realized how much I wanted to just run with this... I knew I wanted to continue.
Owning my own shop was not part of the plan, but I am so thankful that it worked out. My current landlord, Ward Neely, reached out about us having a permanent space at The Battery downtown. As a collective, we planned on doing this, but when the collective approach didn't pan out I still stuck with it. With the support of almost all of the local growers, I took the plunge solo. It was horrifying and I wasn't prepared but it was one of the best decisions I have ever made for myself.
Where do you get your inspiration from for your arrangements?
Previously, I was heavily inspired by other designers. This is really how I learned. My first main floral crush was obviously Holly Carlisle. Being able to work around her in her space was unbelievably inspiring.
Of course, I still follow some real badasses on Instagram and love their work, but now it is all pretty much my own intuition — which has been a super cool evolution. I just love nature, the change of seasons, the hope and happiness that it brings and the language of flowers — they can say so much without saying anything. It is all so fascinating to me, and I am so thankful to be able to create beautiful floral art daily.
What are your favorite flowers to work with?
I mean, it truly changes week to week! It varies so much by season, so favorites are hard to pick for this reason. I've also realized how much it varies from day to day — I am drawn to different flowers/colors based on my mood, the weather, and many other things. I love the bright and cheery colors but also am ALWAYS a fan of moodier, richer, deeper, and darker blooms. I think some of the less recognized flowers that I am obsessed with are: fritillaria persica, dyed ranunculus (new to me this year and I just can't get enough!), poppies, hellebores (this might be one of my all-time favorites), and I freaking love a specialty carnation.
What is your dream project?
Oh wow. I mean... business-wise, my brain doesn't stop. I have a few business plans/goals that I am not disclosing yet, but in regards to a design project, I would love to create installations for hotels, restaurants, and bars. I love a vibey place and am a huge fan of large installs. I would love to use a blank space and totally deck it out! (If you have watched Full Bloom on HBO — I would absolutely love to do a floral room/immersion experience like on the season finale.) And also, I am obsessed with The Atomic Lounge in downtown Birmingham and would love to drench them in mid-century, wild designs. Any project that has specific requirements/vibes to work within excites me— I love making something with someone or somewhere in mind.
What is your delivery process like?
Our delivery process is simple. Since we are small and do not yet have a delivery vehicle/designated driver, deliveries are done by myself or my employee. We do not currently cover a very large area but hope we can expand as we grow.
If you’ve never visited Gaia Florals, we highly recommend it! It made our hearts happy just walking into such a beautiful, flower-filled place. Now we know where to get the floral arrangements of our dreams!