We caught up with the brilliant and insightful Amber England a few weeks ago and have shared our conversation below.

Amber, appreciate you joining us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

Maximalism seems to be one of the newest trends emerging for weddings. While I do incorporate some concepts, I tend to steer clients towards a more minimalistic approach which uses less materials and is one way to ease the environmental impact of floral design. I try to use designs that can decrease the stem count and instead use a single element arranged in a way that makes an elegant statement.

Sustainability is a trend that isn’t going away and being mindful about a large expenditure on a perishable luxury is something I encourage. Roughage Floral avoids using floral foam and instead uses environmentally conscious mechanics for installations which can often be used multiple times. Design elements like incorporating local fruits and vegetables in the table scape creates a fun, interactive conversation piece that doubles as an evening parting gift for guests.

It feels good to support people that align with your values and I try to prioritize the local floral farms in our area. Local flowers spend less time in transit are are often a representation of seasonal availability with stems that offer more personality. Practicing sustainability does demand more time and thought in the design process as well as during the cleanup, but the long term benefits in waste management are invaluable.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

At Roughage Floral, we believe that beauty lies in the imperfect, the organic, and the fleeting. Inspired by the wabi-sabi philosophy, we create floral designs that embrace the raw, natural elegance of each bloom. Our arrangements are flower-forward, celebrating the untamed grace of seasonally appropriate, sustainably grown flowers.

Rooted in sustainability, we source organic flowers whenever possible, prioritizing local growers and regenerative practices that honor the land. We specialize in intimate events, crafting thoughtful floral moments that feel deeply personal and effortlessly beautiful. Every petal, stem, and branch tells a story—one of nature’s rhythm, impermanence, and quiet wonder.

Community is at the heart of what we do. We collaborate with local farmers, artisans, and small businesses to create meaningful, sustainable floral experiences. Whether it’s sourcing blooms from nearby fields, partnering with independent makers, or supporting neighborhood events, we believe in strengthening the connections that make our communities thrive. Colorado does have a limited growing season, so summer time is when we can really explore options form the local farms. In any season, we love the occasional stem from a far away land but that needs to be the accent piece. We don’t just arrange flowers; we create living art that speaks to the heart—rooted in nature, nurtured by community.

Roughage Floral draws design inspiration from seasonal flora and foliage. We note the natural color patterns and pairings.
We incorporate regenerative gardening practices, such as planting pollinator-friendly flowers in our tiny garden. There are a lot of perennial varieties but we also plant annuals that compliment the colors for upcoming events. Not only is this a great way to plan for the seasons to come, it’s the best feeling snipping a few stems from my own yard to add a finishing touch on a bouquet. It’s also a great reminder of how much work goes into this art. It is important to look at the bigger picture and acknowledge the environmental impact floral design has.

My name is Amber and I reside in Denver, Colorado where my studio is sweetly tucked into our old bungalow. I can often be found eating sweets, drinking coffee and wine (typically in that order) and enjoying nature with my husband, our son Reid and our very large mutt – Morris. Through my son’s curiosity and wonder, I have rediscovered the practice of gathering things in their simplest forms and appreciating the personality that each brings. Acts of service is my love language and curating something for a client is something I feel very passionate about. I have immense gratitude in being able to work with people for their events, to do it in a sustainable setting, and dive into the details.
My floral journey began while exploring the foothills I grew up in; collecting sticks and rocks and sneaking a few flowers from the neighbor’s overflowing gardens. Springtime felt like a celebration and we would make a big trip to the greenhouse and grab an ice cream after spending hours in the sunshine. Working with my hands and creating is something that has always brought me peace and clarity. Roughage Floral was the product and creative outlet of a recovering healthcare worker during the Pandemic. Now it is my passion.

Can you share a story from your journey that illustrates your resilience?

Roughage Floral was established in April of 2021. In general, starting a business is a challenge. I added a couple of additional hurdles as I have been pregnant 2x in the past 4 years of starting Roughage Floral. A benefit to having my own business is, I’ve been able to control my schedule and thankfully align my schedule with what works best for my family. The biggest obstacle has been both due dates falling in the peak of wedding season. I am detail oriented however this challenge has made me more particular about the weddings I’ve taken on. It was also challenging to turn down the momentum I had gained reach year prior. This called for more organization and increasing my communication in order to ensure the setup and success for all business partners.

What else should we know about how you took your side hustle and scaled it up into what it is today?

A creative outlet during Covid turned into a second stream of income. One of my close girlfriends was getting married and asked if I would do her wedding flowers. I had been taking some private lessons from a neighbor who does floral design. Then a second friend approached me about doing her wedding as well. I was flattered but also knew these girls wanted things done right. I created a business in order to get a wholesale account to have access to more flowers. I signed up for some online courses and then a social media account. Here we are.

Roughage Floral is being very intentional with our partnerships and collaborations because the focus is on quality, not quantity. I enjoy the details and really specializing in a concept that supports the clients vision. A new milestone for me was being able to contribute to my 401k in 2024 which really motivated me to focus in on my business plan and what type of profit margins I wanted to be hitting. Calculated growth.

Contact Info:

• Website: https://www.roughagefloral.com/
• Instagram: https://www.instagram.com/roughage_floral/?hl=en

Image Credits

Jordan Katz
Amanda Lane Photography