Photo by Eliesa Johnson
Flowers from Munster Rose
Where there’s a florist, there’s usually a collection of vessels. Jackie Reisenauer of Munster Rose has amassed a large inventory of American-made pottery since founding her St. Paul–based floral design studio five years ago. But she was craving something brighter, more modern. When she couldn’t find it, she decided to create her own collection of minimalist white glazed vases. She teamed up with local floral farmer and skilled potter Doug Trott, who hand-shapes each piece, using a single-dipped glazing process to give the vases a semi-transparent finish with natural pinholing. Perfect for a windowsill or centerpiece, the vases sell for $20 to $40 each on MunsterRose.com.
We talked to Reisenauer about the new challenge of designing and selling products that don’t require watering.
What’s in your Munster Rose vases at home?
Whatever is growing in my backyard. Right now it’s evergreen. I love what I do, but at the end of the day, I don’t want to come home and continue working. I try to keep it simple: a handful of rosemary or mint.
In addition to vases, you’re selling graphic black-and-white prints of flowers by local illustrator Cait Courneya on your website. Is this a new direction for Munster Rose?
I love retail. I managed a floral store in Madison, Wisconsin, and it’s something I wanted to somehow be involved in.
How different is it selling vases versus flowers?
So different. There’s nothing more depressing than composting excess product at the end of the week, so in that regard, selling vases is nice. But I do feel like you need to push it a little more, remind people it’s there. You’re not going to have someone buy one thing and have it pay the rent for the month.
Speaking of rent, how did you find your fantastic studio in Vandalia Tower?
It’s amazing! I’d been looking for eight months when Wing Ta (of Canary Grey Photography) saw the building under construction and told me about it. We had our pick of studios. We’ve got 2,600 square feet on the ground floor with great natural light. We have room to host floral design seminars, which I never anticipated doing, but I get a lot of requests.
You’re quite popular on Instagram, too—15,400 @munsterrose followers. Was that growth strategic?
I never thought someone would say, “I found you on Instagram,” and end up booking with us, but it happens all the time. It’s a great way to reach your audience.
Your Instagram feed is very white, bright, and spare. Is that indicative of your aesthetic?
I’ve been really cognizant of keeping Instagram in line with our brand, so it looks good and cohesive. But it can be limiting. There are certain projects where the work is awesome, but it doesn’t go with our brand ID. I love color and texture—things that are really natural and organic. Ultimately, we will do whatever our client wants.
And what do the brides and grooms want right now?
Dinnerplate dahlias are so popular, it can be hard to get the quantities we need, so I started growing my own in my backyard! Last year, I had more than 1,000 dahlias (I plant them against a fence so they don’t blow over). For early spring, I love lilac foliage. Everyone thinks of the blooms, but the heart-shaped leaves are really beautiful.