Meet Gerry Rogers

We were lucky to catch up with Gerry Rogers recently and have shared our conversation below.

Gerry, appreciate you making time for us and sharing your wisdom with the community. So many of us go through similar pain points throughout our journeys and so hearing about how others overcame obstacles can be helpful. One of those struggles is keeping creativity alive despite all the stresses, challenges and problems we might be dealing with. How do you keep your creativity alive?

For me, creativity is a muscle, one that gets stronger not just through grand moments of inspiration, but through small, daily acts of curiosity and problem solving. Working in floral design, I’m constantly balancing art and logistics. I’ve had to learn that creativity doesn’t always look like a quiet moment with a sketchbook. Sometimes, it looks like figuring out how to transport something, how to make delphinium stand tall through a windstorm, how to create something under time pressure, or how to make a 10-foot floral arch look romantic instead of overbearing. The challenge of making beauty within real-world constraints is what keeps me energized.

I also find creativity outside the floral world. As a former art historian, I always find inspiration in art. Whether it’s a painting on a wall, a public art sculpture or even the design of buildings that surround us. I read interior design magazines. I observe details in a movie. I notice weeds growing through sidewalks. I read a lot of fiction. Those things remind me that beauty isn’t always planned. It can be unexpected, asymmetrical, imperfect. And sometimes, those ideas show up later in my work in a color palette or mix of flowers.

More than anything, I keep my creativity alive by staying connected to why of the work I do. Flowers may be fleeting, and that’s what makes them so powerful, but as I always say to my team, we are creating people’s memories. In every wedding photo, the flowers will be there – in the bride’s bouquet, in a lowly boutonnière, in the ceremony flowers and even on the table. We transform the mood of a place that many have used before, and bring a personal touch for the couple.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m the founder and lead designer at Petal’s Edge, a floral design studio based in Alexandria, Virginia. We design florals for weddings and events throughout the DC area, and while people often expect a “signature style,” what sets us apart is that we don’t believe in just one. Every event we design is completely custom, tailored to reflect the couple’s personality, the setting, the season, and the mood they want to create. Whether it’s modern and sculptural, romantic and textural, or something totally unexpected, our goal is to listen closely and design something that feels right for that specific moment.

To me, flowers are more than just pretty. Done well, they create atmosphere. They can transform a space, reflect a relationship, or set the tone for an unforgettable celebration. We approach every event with thoughtfulness, precision, and a strong design point of view. We always bring an eye toward what’s current and emerging in the world of floral and event design.

We also recently expanded with Shop Petal’s Edge, our walk-in and e-commerce retail flower shop in Alexandria. It’s our way of bringing the experience of high-end floral design to everyday moments. We offer Thursday grab-and-go bouquets, seasonal flower subscriptions, a curated selection of plants and floral-inspired gifts, and design classes that pull back the curtain on our creative process.

Whether we’re flowering a 300-person wedding or helping someone pick out a plant for their windowsill, everything we do is rooted in connection, beauty, and great design.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

The first quality that has shaped my journey is adaptability. I moved a lot as a child because my parents were Foreign Service Officers, so I was constantly adjusting to new countries, new schools, and new ways of seeing the world. That experience taught me early on how to handle change and find creative ways to connect. In floral design, the unexpected is a constant, whether it’s weather challenges or last-minute client changes. I always encourage people starting out to embrace that uncertainty and see it as a chance to learn and grow rather than something to fear. There’s a tendency to think that you need to learn a fixed set of skills to work with flowers, but there’s a lot of innovation that supports design.

The second is a strong foundation in design principles. Before flowers, I spent a decade working in art and art museums, studying how artists throughout history use color, form, texture, and movement. That background deeply informs how I build arrangements and installations today. I always suggest spending time truly understanding the fundamentals of design, beyond just what’s trending online. It gives you a vocabulary to create work that is thoughtful, intentional, and lasting and simply educates how you see.

The third is communication. I think of myself as a translator. I take the couple’s ideas and feelings and translate them into the visual language of flowers. Over time, I’ve learned how certain shapes or materials convey different moods. Romantic flowers tend to be rounded and soft, like roses or ranunculus. A rustic look might include textural elements like pods and berries that evoke a fall garden. For new designers, developing this “language” and learning how to guide clients through it is just as important as the flowers themselves. Listening carefully and communicating clearly builds trust and leads to more authentic, successful designs.

And then there’s the simple business side – strategy, marketing, accounting and more. Embracing the business side of this work is what allows for longevity. Otherwise, it will simply strip you of your spirit.

Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?

As a child, my favorite series of books as The Wizard of Oz book series. I wouldn’t have thought of it before now, but I loved these books, and they play a surprisingly role in shaping how I see the world. Beyond the first book and movie, which most people know, the series is full of wild adventures, unexpected characters, and whimsical lands. Each story pushes the idea that there isn’t just one way to solve a problem or one path to follow. And most of the central heroes and villains are female, unusual and progressive for its time.

One of the biggest lessons I took from those books is the importance of curiosity and open-mindedness. Dorothy and her friends constantly find themselves in new, sometimes absurd situations. They always have to think creatively to find a way forward. That spirit of curiosity has stayed with me, both in design and in life.

Another takeaway was the idea of embracing community and collaboration. The characters in Oz succeed because they work together, each bringing something unique to the journey. As a floral designer, I rely on my team, my clients, and my creative partners to bring big visions to life.

Lastly, the series taught me that the journey itself often holds as much magic than the final destination. In both art and business, it’s easy to focus on the finished product or the big event, but so much growth and joy happen along the way.

Those books helped me fall in love with imagination and possibility. They still remind me today to keep approaching life with a sense of wonder.

Contact Info:

• Website: https://petalsedge.com
• Instagram: petalsedgedc and shoppetalsedge
• Facebook: https://www.facebook.com/petalsedge/
• Linkedin: https://www.linkedin.com/company/petalsedge/

Image Credits

Abby Grace Photography, Erin Winter Photography, Christina Joy Fox Photography, Brigitte Renee Photography