The Flower Whisperer
An Interview with Emily Coulter of Morrice Florist
No matter the season, a pass by Morrice Florist on State Road in Vineyard Haven demands a slowdown to appreciate the planters and windows alive with greenery, blooms and artful displays that reflect the moment. Step inside, where the air is fragrant with blooms and inspiration, and owner Emily Coulter is in her element. A busy mom of two teenage daughters — one lending a hand in the shop, the other in the barn — and with her husband as a true partner in the business, Emily has built an Island enterprise rooted in beauty and sustainability. In the quiet depths of winter, when her beloved Tulip Tuesday tradition brings a burst of color from Holland, Morrice Florist is a destination where calm and connection are always in season. But for right now, the shop is decked out festively for the busy holiday season.
Q. There’s such a verdant, welcoming feeling when you step inside Morrice Florist. What do you hope people experience when they first enter your world?
A. I think people can feel the love when they walk in the door here. It smells amazing and we’re lucky to have so much space; it makes walking around very peaceful. We’re really excited for the holiday season. This place dresses up so nicely and our new windows are soon to get very sparkly!
Q. Before those sparkly holiday windows take center stage, sitting in your lush greenhouse on a late fall morning, I get the sense you’re finally able to exhale after a busy wedding season. And this past summer seemed busier than ever.
A. It was! June was weirdly quiet, but July and August were packed — and September was insane. People are now booking high-season weddings; they’ll rent out the entire beautiful Harbor View Hotel in August. It’s a new trend.
Q. Do you have a favorite wedding venue as a designer?
A. The Old Whaling Church and the Dr. Daniel Fisher House. They’re such beautiful, versatile spaces; anything you do there looks elevated.
Q. I had a chance to see some of your wedding work this summer and I was knocked out not just by the beauty but the abundance of arrangements in the venues! What happens with all that still-fresh beauty?
A. We partner with Rae [Carter] at Second Bloom MV and the flowers get a second life. We bring them back here and sort out what’s still fresh and send them back out. Arrangements go to the hospital, hospice, senior centers, the library, Island Autism and even the food pantry. It’s good for the community. And the rest makes good compost!
Q. Who are your local purveyors?
A. We work with as many Island farms as possible — Fire Cat Farm, Tea Lane Farm in Chilmark and Morning Glory Farm in the spring. In peak summer, 75 to 85 percent of our flowers are local. Those connections are everything. Sometimes we literally swap flowers between farms when we’re short.
We also work with a network of small-scale flower growers across Massachusetts and Rhode Island who share our passion for quality and sustainability — farms like Weatherlow in Westport, Mass., and Little State Flower Co. in Tiverton, Rhode Island. These connections are everything. And flowers are a true family affair. My brother, Billy Brown, started growing flowers at his Further North Farm in Vermont. It’s so rewarding to see his blooms make their way from his fields up north to our arrangements here on the Vineyard.
Q. Floral photographer Libby Ellis described your arrangements to me as “dancers,” each with its own movement and grace.
A. Well, that is adorable! I think our floral arrangements certainly have a dainty and whimsical quality to them, and I do often think of the delicate stems as little dancers. The ones that float above the rest and flutter about — they’re the ones that make an arrangement extra special. We lean into the curve and flounce of each flower to create a kind of choreographed dance within each vase.
Q. What sets you apart from the many fine floral designers on the Island?
A. It’s an aesthetic that allows each stem, each flower, to have its moment — we don’t manipulate them to do something they don’t want to do, and I believe that’s the grace you see. It might sound over the top, but it’s truly how I feel when we’re creating everything from tiny bud vases to large-scale wedding installations: it all starts with one perfect stem.
Q. What materials do you love for holiday decor?
A. I love fresh greenery everywhere. It’s the simplest way to decorate and instantly feels festive. You don’t need much else and I’m very excited for the Vermont-made Christmas wreaths that will be new to us this year! They’re more expensive but last forever and don’t drop needles. We’ll have ribbons, berries and all the pretty touches for customizing.
Q. Not to put you out of business, but I always have a pair of clippers in the car for seasonal greens.
A. I encourage it! If you’ve got cedar or pine trees, go for it. We’re meant to forage — it’s human nature. Just don’t forget to stop in here for the extras, like a few bold blossoms — candy-cane-striped amaryllis or deep burgundy stems. A handful of those atop a bed of greens, and you’re done. The shop will be filled with trees and twinkle lights, inside and out. It’s warm and cozy — full of plants and gift items. And winter is houseplant season, so the place feels lush.
Q. There’s a lot of competition in the tabletop and gift space. What makes Morrice Florist unique?
A. I think we’ve developed a really strong brand. Everything we bring in is made of natural materials — you won’t find plastic here. People feel that quality the second they walk in. We source thoughtfully across all price points so year-round customers can always find something special. We love talking with customers, we love designing for them, we love taking the time to find the perfect accent for their dinner tables — all of it. It’s special year-round.
Q. Is there a design philosophy behind your buying?
A. Definitely. We love color, but it’s really about natural materials and small makers. Our wool blankets are 100 percent wool, our linens are real linen — no synthetics. We carry pottery, terracotta, candles, textiles — all timeless, well-made pieces.
Q. What items in the shop are you especially excited about this year?
A single flower can inspire an arrangement or bouquet.
A single flower can inspire an arrangement or bouquet.
A. We are always stocked with the best sheepskins, blankets and paper products. We have awesome skin care and self-care lines, tons and tons of candles and, of course, our baby gifts, made by my sister Jess. She makes felted products, like sweet strawberry garlands and flowers. They’re adorable. We also carry baby items from the Danish brand Maileg; their little princess tulle dresses are just the sweetest.
Q. Finally, what’s an easy, not-too-expensive holiday house gift from Morrice Florist?
A. A little houseplant is perfect — or an amaryllis bulb or paperwhite bulbs. We pot our amaryllis so they’re already budding when you buy them. They’ll bloom within a week in a warm room. Paperwhites are a few weeks out but make such sweet gifts — even one in a mason jar.
Q. Thoughtful, beautiful and lasting — just like your shop!
A. Thank you. We are so pleased that people come in all the time just to sit with a coffee — that’s why the velvet couch is there!
Morrice Florist will host a holiday wreath-making workshop on Nov. 29. To register, visit morriceflorist.com/winterwreath/register.
Sissy Biggers is the Q&A columnist for The Vine and a frequent contributor to Martha’s Vineyard Magazine .
The Morrice Florist team: Aoife Estes, Sarah Deiseroth, owners Emily Coulter and Ben Coulter, Rebecca Sprague.
The Morrice Florist team: Aoife Estes, Sarah Deiseroth, owners Emily Coulter and Ben Coulter, Rebecca Sprague.
Holiday gift and decorating ideas, like these Erika Christine wine cups and Casa Amarosa striped mugs and fruit plate, abound at Morrice Florist.
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