Sub Rosa Stories, by Jen Sodikoff

The Visionary and Artist Behind Blakemore’s Flowers

Just one meeting with Abby and you instantly want to be this cool girl’s friend. At least that was my experience. Abby has been supplying Sub Rosa with stems for our arrangements since the beginning. She invokes the confidence of a woman who is steadfast in her convictions, doesn’t have time for lunch, and has endless energy for her craft. As Sub Rosa has evolved, so has our partnership. Her execution is the perfect complement to my visions, as put on display most recently at our hoop house dinner at Ryan’s Fruit Market in Timberville.

Abby Chick is the owner of Blakemore's Flowers in Harrisonburg, Virginia. She acquired the business in 2012 after a serendipitous call presented the opportunity. For the previous seven years, Abby had been completing “bench training”, learning on the job at her hometown florist Evergreen, in Broadway, initially viewing it as a blue-collar occupation. However, Abby's desire for something more sparked a plan to eventually acquire the local shop and become its owner. Unfortunately, her dreams were shattered when the current owner suddenly had a change of heart and revoked his interest in selling. 

In a moment of lamentation over this setback, Abby's phone rang, bringing a fortuitous call from her childhood best friend. Little did she know that this call would alter the course of her career and reshape her perspective on the art of floristry. This call also inspired the shop’s tagline “Best Buds”. At the age of 26, she seized the chance to purchase Blakemore's Flowers, marking a new chapter in her professional journey.

Abby's perspective on floristry and her hometown has shifted significantly since her start. The advent of Instagram and Pinterest and the rise of the maker movement allowed floral arrangements to transcend practicality and become an expressive art form. Suddenly, floral hobbyists gained social media recognition, and the public's perception of florists underwent a transformation. Abby aptly described this change as the birth of florists as cultural tastemakers.

Social media became a valuable tool for Abby, providing her with visibility into the work of other designers and exposing her to previously unexplored floral varieties such as scabiosa and ranunculus. While running a reputable small business, these channels broadened her source for creative inspiration. 

When granted creative freedom, Abby's artistic flair shines through her arrangements. While her creations possess an organic quality that deviates from conventional structures, they still adhere to the underlying principles that make them visually stunning. Attempting to imitate her work is a fruitless endeavor (trust me), for Abby's skill and passion are unique to her.

Though Abby has freelanced and worked with significant budgets in larger cities, she discovered that true fulfillment lies in her daily interactions and connections with customers. Her perspective on growing up and living in her hometown has undergone a remarkable transformation since becoming a business owner here. Abby finds great joy in the daily tasks of a floral business. creating funeral arrangements, appreciating the personal nature of these orders and the stories shared by customers. It is the everyday calls and the opportunity to connect with the community that fuels her dedication to her craft.

Completing a full circle from its original location, Blakemore's Flowers is returning to downtown Harrisonburg this summer, in the soon-to-open Liberty Street Mercantile (also a Kirsten Moore project). Marking the next phase of Abby's creative vision, the new space will not only cater to the community's needs but will also feature a workshop area. Frequent visitors to the shop's Instagram account may have witnessed Abby's Live videos, where she shares her knowledge, narrates her creative process, and teaches floral enthusiasts along the way. Abby envisions a functional and beautiful space that not only hosts in-house workshops but also expands the retail side of things with a Plant Bar. She intends to experiment with additional product lines and create a space that attracts other florists, offering them an opportunity to explore the many spoils of the Shenandoah Valley.

Abby's mission extends beyond her own success. She aims to encourage people to send flowers for a wider range of occasions. During the pandemic, she witnessed an increase in the sending of flowers as a means of connecting with others. Abby hopes to sustain this trend, fostering more moments of connection and joy through the beauty of flowers.

You can visit Abby and her team at her shop at 4080 Evelyn Byrd Avenue in Harrisonburg or at blakemoresflowers.com.