Terrier Volume 77, Number 1 - Spring 2013 | Page 13

Terrier Spotlight

Denise Porcaro ’00, Flower Girl NYC
With her pet Chihuahuas, Piper and Penelope on her lap, Denise Porcaro ’00
pieced together the elements of her life that brought her to the Lower East Side
and the new home of Flower Girl NYC, her floral design shop.

“I

didn’t know what path
of designers, photographers
I was going to follow
and even someone to manage
specifically in college at
social media.
first, and even toyed with the idea
After five years of shared retail
of leaving St. Francis for a bigger
space, it was time for Porcaro to
college. I, however, realized pretty
find, “my own four walls.” And
quickly the extra attention that
while her shop may be small,
was available in staying in a small
her portfolio is quite thick with
program and learning from people
satisfied customers. Flower Girl
like [Communication Arts Chair]
designs for any occasion or
Lynne Jackson,” said Porcaro.
special event; from restaurants
She says continuing on at
and hotels to corporate events,
St. Francis helped her find the
from weddings and celebrations
rhythm of NYC. After graduating,
to private homes.
Porcaro worked at a restaurant
She owes her success to
Denise Porcaro ’00 with Piper and Penelope.
where she was given her first
catering each of her designs
opportunity to create a floral
specifically to what the client
design. She continued to design
wants. “Say it with flowers. It’s a
flowers but was also a freelance
cliché but it’s true. You really can
production designer for several
and should capture any mood.”
years on various projects including
Porcaro personally does not
commercials, short films, and
have a favorite flower, but she
a feature film. She also did prop
does feel a nostalgic pull toward
styling for magazine publications.
the Lily of the Valley which grew
“St. Francis led me but I didn’t
in a neighbor’s garden near where
realize it as it was happening,” said Porcaro, a Communication Arts
she and her grandmother lived in Queens. She also says orchids are
major with a concentration in Film. “My major allowed for an openanother favorite because of their vast varieties and outrageous colors.
ended future. I had the potential to take it anywhere.”
But flowers are just the beginning for Porcaro as she expands
That future came into focus when Porcaro decided to set up
Flower Girl NYC to include products — tote bags, soaps and a new
Flower Girl. “It was a defining thing for me to say I’m not going to
exclusive candle.
continue to pursue what I went to school for.”
Her next project is to find an effective way to use flowers to give back
Porcaro began by figuring out the business aspects as she went
to the community. “I’m thinking about working with a charity. Maybe we
along. She built a client data base, then moved into a shared retail
do a wedding for a returning veteran, or possibly something about
shop, and gained more clients. Many of her
sustainable living, giving and growing.”
days started with solo, early morning trips to
Porcaro is working on this new project for
the flower market until she eventually won
the same, simple reason she chose to start
enough clients to bring an assistant along
Flower Girl NYC. “Flowers make people
with her. At the same time, her accountant
happy.”
taught her how to manage her financials
and use the necessary software to run a
You can connect with Denise Porcaro at
successful business. Now, Porcaro has
flowergirlnyc.com ●
a small team working for her made up

“St. Francis led me but I didn’t realize it
as it was happe ning. My major allowed
for an open-ended future. I had
the potential to take it anywhere.”

ST. FRANCIS COLLEGE TERRIER | SPRING 2013 | 11