Friendship in bloom: Q&A with Reflorish
For Rugie and Effie, floristry is equal parts self-care and imaginative escape, a way to transform their creative energy into joy for others. The friends and owners of the New York florist Reflorish create arrangements that are celebrations, a way to mark the moments and memories that mean the most.
We recently invited Rugie and Effie to Papier’s Loft in New York, where we chatted about all things friendship, flowers and how to florish.
We love the name Reflorish. Where did that come from and what does it mean to you?
Rugie & Effie: It took us quite a while to land on it. The definition is simply ‘to florish again’ which resonates with us deeply. But, we also love how the (re) is representative of our first names, (R)ugie and (E)ffie. That was purely coincidence but it makes our love for the brand even more special. We essentially view Reflorish as a reminder of the two of us florishing again and again.
How did you two meet and decide to start a business?
Rugie & Effie: We met through a mutual friend back in 2018? Our friendship developed organically over the years, and we became inseparable around the beginning of 2020. Like many others, our business was a product of our quarantine period. We decided to start a business after realizing that we had a mutual interest in flowers and saw it as something we could share with our community through special occasions and the moments in between.