Give Back. Repeat. Everything Will Come Up Roses.

Wednesday, December 21, 2016

Few things delight the senses as much as fresh flowers: The happy colors, the soft aromas. But we all know where they typically end up after completing their due as a centerpiece, bouquet or festive arrangement.

Not anymore.

After seven years working in event planning, Jennifer Grove decided to launch Repeat Roses, a company that takes flowers from an event, repurposes them into smaller bouquets, and then donates them to hospitals, nursing homes, hospices and other local nonprofits.

“I set out to bring attention to what I consider to be a big problem and to really inspire people to think about how they can do something to reduce the waste that these events create, as well as incorporate a pay-it-forward element,” says Grove. She started the business in 2014, and her roster of clients includes events like the Kentucky Derby—“The Derby parties are nothing but roses!” —as well as private weddings at spaces like The Pierre and The Rainbow Room. Grove’s first event was in Montauk, and its success solidified her hope that Repeat Roses could continue to grow.

“It’s striking a cord with people who have always been philanthropic, and it’s another way for them to make a difference,” says Grove.

Once a client requests Repeat Rose’s services, Grove and her team work with the florist to learn about the volume and viability of the flowers, ultimately determining how many arrangements she’ll be able to repurpose. She then reaches out to local nonprofits to figure out where the new arrangements are needed that day. Flowers that aren’t able to be used in the new arrangements are composted, and any leftover vases are recycled. A week after the new arrangements are delivered, Grove’s team picks up the flowers from the nonprofits to compost the flowers and recycle the containers.

“We’re not creating any waste,” she says. “The leftover flowers will go to a composting facility, which ultimately enriches soil.”

Repeat Roses is headquartered in New York. Services are available nationwide.

For more information, visit


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