In the heart of Harrisonburg, a small nonprofit is making a big impact through sustainability, service and a whole lot of flowers.
Friendly City Florals, founded by two loving mothers, has turned the problem of floral waste into an opportunity to bring joy, beauty and community care to those who need it most.
What began as a grassroots idea from Laura Ruth and Rebecca Shelly has grown into a meaningful mission of repurposing flowers from weddings, events, florists and local gardens to create fresh arrangements for hospitals, hospice centers, retirement homes, mental health facilities and schools.
The name “Friendly City Florals” reflects the organization’s close ties to Harrisonburg, affectionately known as “The Friendly City.” The community’s values of kindness and generosity are deeply embedded in the nonprofit’s work. Volunteers, flower donors, local businesses and event professionals have contributed to the organization’s success, offering time, resources and support in various forms.
Here’s how the process works:
- Flowers are donated by local florists, couples, event planners and even community gardens.
- Volunteers pick them up and carefully trim, sort and refresh each bloom.
- Arrangements are crafted into new bouquets using recycled jars and donated vases.
- Bouquets are delivered to hospitals, retirement homes, schools, mental health centers and nonprofits across the region.
Depending on the style and quantity of flowers received, donations are matched with local facilities that can best use them, such as nursing homes for smaller bud vases or hospitals and schools for larger arrangements. Each step is taken with intention, care and a deep belief that small acts of kindness can make a big impact.
One of the organization’s standout initiatives is the Bloom Bar, a hands-on activity where community members can build their own bouquets while supporting the nonprofit’s mission. Originally inspired by the founders’ backyard flower patches, the Bloom Bar has evolved into a unique fundraising and engagement opportunity that allows groups to connect creatively while learning more about Friendly City Florals’ mission.
The organization’s operations rely heavily on volunteers, who take on a variety of roles: picking up flowers after events, preparing them for reuse, creating new arrangements and delivering them to recipients. Many volunteers also assist with organizational logistics, such as managing supplies, creating donation tags and helping with communications. No experience is required– only a willingness to spread kindness.
Support for the nonprofit extends beyond flowers. Financial contributions and supply donations help maintain and expand operations. Community businesses have also played a vital role, from providing sponsorships to donating unconventional materials like syrup bottles that are turned into vases.
Friendly City Florals remains committed to its original vision while exploring sustainable growth. Future ideas include a U-pick flower field, which allows community members to pick their own flowers rather than buying pre-picked bouquets from the store, and selling merchandise for funding. The organization also has helped raise awareness about the volume of floral waste produced at events, sparking conversations among couples, florists and planners about reuse and sustainability.
As the organization looks ahead, it remains rooted in its core mission: spreading kindness, reducing waste and building community – one bouquet at a time.
Learn more and find ways to support Friendly City Florals’ mission here.
