The latest issue of New York magazine has a lovely, engaging profile of Erin Benzakein, the 37-year-old behind Floret Flowers, a two-acre flower farm in Washington state’s Skagit Valley. Benzakein has, as writer Cathy Horyn points out, amassed something of a dazzlingly devoted roster of fans since starting her business in 2013, with over 438,000 followers on Instagram as of writing.
Before Floret Flowers, Benzakein dabbled in various careers (candle-making, farming baby vegetables, tending to “a rainbow-egg business with a hundred chickens”) before she became enchanted by another career pursuit entirely: flower farming. She’s naturally reserved and introverted, a register comes through in Horyn's snapshot of her. Horyn likens her, for a beat, to Martha Stewart, but for flower farming—a woman with charisma, business acumen, and exacting taste.
Reading Horyn’s profile made my Monday morning mildly less distressing. It’s also not terribly long, so functions as an ideal interstitial between meetings. Horyn herself was a recent convert to Benzakein’s magic—she first followed the Floret Flowers Instagram last summer—and, well, I’m afraid I’m even more recent. I didn’t know much about Benzakein before reading Horyn's profile, though I'd heard her name in passing.
But it's true: Benzakein’s Instagram is lovely, and not just from a cosmetic perspective. I love reading her captions, where her affection for her line of work comes through. If you aren’t following her yet, take this opportunity to do so.
Follow Floret Flowers here.