At Work: The Flower Shop Owner Who Lives in Slipdresses

It’s peak wedding season and Denise Porcaro has limited time. She arrives at her East Village shop, Flower Girl, explaining that she’s just come from an overdue lunch meeting. She asks one of her employees to set an alarm for exactly 1:50 p.m., 10 minutes before her next appointment, and starts tending to the flowers.
A native New Yorker, Porcaro studied communications, film and broadcasting at St. Francis College in Brooklyn. Post-graduation, she held jobs at a few restaurants in the city and inexplicably found herself doubling as the unofficial florist. Though her passion was originally film, she decided to pursue her newfound creative outlet, and opened her shop in 2004. Flower Girl has since worked with Chanel, Proenza Schouler and Marc Jacobs.
On the day of our interview, Porcaro wears a hand-printed slipdress. Porcaro glides through the modest space, rearranging its setup as she goes, and clears off a table in the back of the shop. She mentions something about her mother’s fear of overhydration, lights a candle for good measure and opens up about her personal and professional style.
WWD: How would you describe the dress code at Flower Girl?
Denise Porcaro: At Flower Girl and in the flower industry, there’s really

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