Today we’d like to introduce you to Carley Noe
Hi Carley, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
This is the complete story of The Wood and how my business partner, Jessie Wright, and myself started our business.
Jessie’s parents, Beverly and Tom, opened Sherwood Florist in 1987. Jessie grew up in the business spending all of her spare time working in the shop. She started washing buckets and taking out the trash and eventually worked her way up to a full-time wedding consultant and designer.
Years passed, Jessie got married and had two children. Her parents divorced and her mom was diagnosed with breast cancer. Jessie’s Mom recovered and as an official cancer survivor (yay!) she and Jessie took at leap of faith and relocated to downtown Dayton. There were no guarantees that relocating would prove beneficial to the business; within five years, downtown Dayton came alive with restaurants, townhomes and small businesses popping up everywhere! Sherwood Florist ended up being in the right place at the right time and their great risk became a great reward.
Carley met her now husband Chuck at a little bar in downtown Dayton; and so in 2014, when it was time to choose a wedding florist, they wanted to make sure it was one located in downtown Dayton.
Jessie clearly remembers her first meeting with Carley and Chuck and loving all their ideas. They were having a 1920’s themed wedding and all their guests were coming in costume. Carley brought some of her Grandfather’s old train lanterns to incorporate with her centerpieces and asked that all the flowers used were grown in Ohio.
The spring after Jessie and Carley met, Jessie needed an extra set of hands in the shop and posted an ad on Instagram. At the time, Carley was managing restaurants and burning the candle at both ends. After some convincing from her husband, Carley walked into the shop with her resume in hand and soon after she was knee deep into her first wedding season! Carley embraced every aspect from design to consultation and quickly began doing her own consultations and proposals. With two full-time wedding consultants, business was BOOMING!
In 2018, Jessie, Beverly and Carley decided to sunset the traditional retail and daily delivery and focus exclusively on events. It was all working and working well, until COVID. In 2020 there were no weddings, no parties, no galas – nothing. As Carley says, “COVID brought us to our knees!”
But they were not going to go down without a fight. They sourced whatever flowers were available and started offering their signature “porch deliveries.” The community poured out their support and thankfully the orders kept coming.
Like so many other florists around the country they learned so many lessons during Covid, how to adapt and change and remain flexible. Covid in an ironic way was a blessing as it showed them that they truly had what it took to take Sherwood Florist to the next level.
After 35 years in the business, Beverly decided it was time to retire and in January 2023, Carley and Jessie purchased Sherwood Florist. With this new beginning, and now as new business partners, it was time to form their own identity – one that would truly honor the legacy and history of Sherwood Florist.
Jessie knows you can’t understand the present without understanding the past. The previous business name, Sherwood Florist, is a play on words from the iconic British lore of Robin Hood and his Merry Men and the forest they called home – Sherwood Forest. The branding of Sherwood Florist had always focused on Robin Hood and his bow and arrow. Carley and Jessie softened this idea while still honoring their history. All of Robin Hood’s greatest adventures took place in the forest – the wood if you will. Their new logo is a reminder of where they came from and the new adventures that lie ahead. And although their name has changed, their passion has not. They will continue to practice the art of floristry and elevate every client’s experience. Floristry is such a unique form of art where Mother Nature sets the rules and the pace. It’s all about celebrating life and creating unforgettable memories.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
One of the biggest challenges we face in the floral industry is flower availability, which can be impacted by various factors, including trends, natural disasters, and even labor strikes. Because we source flowers from all over the world, disruptions like harvester strikes or within ports can delay or limit availability. Popular trends can lead to high demand for specific varieties, which can strain supply. Natural disasters, like our recent hurricanes, can devastate farms or cause shipping delays. These factors are unpredictable, and because flowers are perishable, we don’t receive product far in advance. For a Saturday wedding, flowers may arrive as late as Thursday, leaving us with a narrow window to ensure everything is perfect.
We always have a ‘Plan B’ in mind and maintain active communication with our suppliers. Quality is also critical to us. We consistently evaluate the quality of flowers from different farms and vendors. If any product fails to meet our standards, we quickly work with our suppliers to arrange overnight replacements, if possible. This level of vigilance allows us to guarantee the best possible product for our clients, regardless of the obstacles we face.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I own a floral design business that specializes in creating bespoke, nature-inspired arrangements for weddings and large events. Our work goes beyond simply arranging flowers—we see ourselves as true artists, carefully considering elements of design such as color theory, balance, and focal points to craft visually stunning, cohesive pieces. Each arrangement is tailored to reflect the unique style of the event and the client’s vision, combining artistry with a deep appreciation for natural beauty.
I’m most proud of the relationships we’ve built with our clients and how our work becomes an integral part of their special day. There’s something incredibly fulfilling about knowing the flowers we’ve designed will forever be part of someone’s cherished memories. I’m also proud of our commitment to quality. We source only the best flowers from local farms and suppliers around the world, ensuring that each piece we create exceeds expectations.
What truly sets us apart is our dedication to quality and artistry. While other florists may prioritize quantity, we focus entirely on the design and longevity of each arrangement. As a small team of two women, we’re highly selective about the events we take on, allowing us to dedicate the necessary time and attention to every detail. We don’t just arrange flowers—we approach every design as a work of art, considering principles like color harmony, texture, balance, and focal points. We also take extra care in prepping each stem, ensuring that our blooms not only look their best but last throughout the event and often beyond. This commitment to both artistry and quality is what makes our work stand out.
Do you any memories from childhood that you can share with us?
My favorite childhood memories are all centered around being outside, immersed in nature. I spent hours climbing my grandmother’s peach trees, searching for the perfect ripe peach to pick. My friends and I would create treasure maps, pack snacks in a backpack, and set off into the woods, ready to find the imaginary treasure we’d dreamed up. I loved swimming in water holes and searching for salamanders in the creek. That connection with nature has stayed with me throughout my life. I still love to hike, kayak, and garden—being outside is where I feel most at peace
Contact Info:
- Website: https://www.woodfloralstudio.com
- Instagram: woodfloralstudio
- Facebook: https://www.facebook.com/profile.php?id=100092226880265
