I’m Raquel, founder and creative director of Primrose.

Originally from Ohio, I moved to New York ten years ago and quickly fell in love with the city’s energy and creativity. After several years in event and party planning, I discovered my true passion lay in floral design — the balance of color, texture, and emotion that brings a vision to life.

That passion led me to Flower School New York, where I studied under some of the world’s most celebrated designers. I had always imagined owning a flower shop as a distant dream, something for later in life, but at just 25 years old, I had the opportunity to acquire one. Six years later, that dream has flourished into a renowned floral studio known for its artistry, elegance, and heart.

Today, I’m proud to lead a team of talented designers and artists who share my love for creating beauty with intention. Together, we craft floral designs that tell stories , timeless, expressive, and unforgettable.

Shelly brings a rare blend of artistry and organization to everything she does. A graduate of Brooklyn College, she holds a BFA in Technical Theater with an emphasis in Costume Design and a minor in Studio Art — a background that perfectly complements her creative approach to floral design and client service.

At Primrose, Shelly combines her artistic eye with her meticulous attention to detail, ensuring every customer receives a truly personal experience. She intuitively understands each client’s vision and seamlessly translates it to our design team, bridging creativity and communication with grace.

Shelly is also mom to our beloved “shop baby,” her adorable son, who spent his early days right beside her desk — a sweet reminder of the heart and warmth that fill our studio every day.

Yocheved is a naturally gifted artist whose background in drawing and painting gives her floral work an extraordinary sense of depth and composition. With an exceptional eye for both design and mechanics, she brings precision and artistry to everything she creates.

As Primrose’s lead designer, Yocheved specializes in large-scale arrangements and installations, transforming spaces into breathtaking works of floral art. Her creativity and technical mastery make her an invaluable part of our team.

Beyond the studio, Yocheved pours the same dedication and love into her home life, where she’s a full-time mom to her beautiful family of four — balancing artistry, leadership, and motherhood with effortless grace.

Having recently moved from Russia, Guzel quickly became an integral part of the Primrose family. She transformed her lifelong love for gardening into crafting beautifully curated floral arrangements. As a devoted mom of two, Guzel brings extra warmth, patience, and exceptional attention to detail to all her work. She specializes in artistic vase design, often adding the perfect finishing touches to every order. Beyond her design talents, Guzel is cherished by customers and coworkers alike for her warmth and approachability. Her passion, creativity, and friendly spirit make her a beloved part of the Primrose team.

Having moved from Russia just a few years ago, Kristina stepped into her role as designer and quickly became the heart and soul of the shop. As a dedicated mom to her beautiful daughter, Kristina embodies a deep sense of responsibility and warmth. She expertly translates these nurturing skills into her artistry, combining her creative eye with incredible organizational skills to bring each arrangement to life with care and precision. Kristina loves connecting with customers and making their floral visions a reality. Known as the shop’s organizational guru, she keeps everything running smoothly and always brings a smile to everyone’s face.