At Morrice Florist in Vineyard Haven, owner Emily Coulter brings an artistic eye and a love of seasonal blooms to a longtime Island institution. Since purchasing the shop with her husband, Ben, in 2014, she has shaped its creative direction with relaxed, organic arrangements and an emphasis on locally and regionally grown flowers whenever possible. We caught up with Emily to hear about her unexpected path into floristry, the wedding design trends she’s excited about, and her advice for couples planning their celebration.
What inspired you to pursue your work in the floral industry?
My start in this beautiful flower world was random and came out of nowhere. But still, knowing what I know now I would choose this industry over and over again. I have always had an artistic eye and learning and exploring floristry has been so fulfilling. I’ve taken many classes and am always working on ways to hone in on my craft. I love working with a seasonal, perishable and fleeting product- it keeps things interesting. It’s a beautiful life!
What trend have you noticed and loved within your work for the 2026 season?
We had such a busy 2026 season! As usual, there was a lot of hydrangea and “coastal blues”. For next year, I’m excited to see some color drenching and pattern on top of pattern! I love a monochromatic look with lots of texture, using unique linens to pull it all together. And local flowers!! Leaning into the seasonality of flowers should always be a trend!
What is one piece of floral design advice you would give to all of your local wedding clients?
We are lucky that our clients lean into our aesthetic and ask for guidance. My advice to all our clients is to trust the process. Make decisions because you love them and DO NOT worry about what your friends did or what they will think. Have fun!! Pinterest is a good tool if you know what you’re looking for but finding photos from real weddings is a fun place to start for inspiration.
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