Tourterelle Floral Design

What Tourterelle Floral Design does

Tourterelle Floral Design is a privately held boutique floral design studio and gift shop founded in 2012 and headquartered in Charlottesville, Virginia. The company designs and delivers custom floral arrangements, wedding florals, corporate and private event florals, recurring floral subscriptions, and curated retail gifts from a single brick-and-mortar location at 2216 Ivy Road in the Townside Shopping Center. Its primary customer segment is wedding couples across Virginia, served through an in-person or virtual consultation process that produces a custom storyboard specifying flowers, colors, and installations for each event; secondary segments include corporate and private event clients, retail gift shoppers, and individual consumers purchasing one-off arrangements or subscriptions.

The firm's core product is bespoke floral design executed in a garden-style, romantic aesthetic, with designers including a Design Director holding a Ph.D. in art education. Tourterelle sources premium fresh blooms and emphasizes local growers in Central Virginia when seasonality and weather permit. The gift shop complements floral services with fine art, pottery, housewares, jewelry, clothing, and seasonal gifts, and the firm sells gift certificates redeemable across both product lines. Operational technology is limited to a Squarespace-hosted e-commerce site, online order forms, and standard retail workflows; there is no disclosed platform, API, or proprietary software.

Tourterelle generates revenue through a mix of one-time purchases (custom arrangements from approximately $75 for a wrapped bouquet to $250+ for statement pieces; roses by the dozen; boutonnieres, corsages, and nosegays at $28–$65), project-quoted wedding and event design work, and recurring floral subscriptions (weekly, bi-weekly, or monthly frequencies over 3-, 6-, or 12-month terms, with free local delivery on six-or-more arrangements per year). The go-to-market is sales-led, combining direct in-shop and website orders, consultation-driven wedding and event sales, and partnerships with local event planners and venues. Ownership is concentrated in Brian McCarthy, who acquired the business in 2020 from founder Lucia Evans-Morse; the company operates with approximately five to six staff and serves clients exclusively within Central Virginia and broader Virginia for weddings.

Name

Tourterelle Floral Design

Legal name

Tourterelle Floral Design

Website

https://tourterellefloral.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourterelle Floral Design is a Charlottesville, Virginia-based boutique floral studio and gift shop serving Central Virginia with custom arrangements, wedding and event floral design, recurring floral subscriptions, and curated retail gifts.

Ownership category

akta.pro rank

Product category

Floral Design Services

NAICS

Florists (45931), Florists (459310)

akta.pro primary industry

Wedding Design, Decor & Floral Planning (HSACABAH)

akta.pro secondary industries

Event Floral Design & Arrangements (HSACAOAA), Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Custom floral design
• Wedding floral services
• Event floral installations
• Floral subscription service
• Curated gift shop

Headquarters

HQ city

Charlottesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Custom Floral Arrangements: Made-to-order floral arrangements using fresh premium blooms. Available in various sizes (Small to Statement) and color palettes (Vibrant, Softer/Pastel, Neutral). One-time purchase model.
2. Floral Subscriptions: Recurring subscription service available in various durations (3, 6, or 12 months), frequencies (weekly, bi-weekly, or monthly), and arrangement sizes. Local delivery is free for subscriptions of six or more arrangements per year.
3. Wedding Floral Services: Full-service wedding floral design including consultation, storyboard, creation and installation. Covers wedding party florals, ceremony décor, and reception arrangements. Custom project-based pricing.
4. Corporate and Private Event Florals: Custom floral arrangements and installations for fundraisers, corporate gatherings, award ceremonies, and private dinners. Consultation-based service.
5. Gift Certificates: Available in any denomination and can be used to order flowers or for purchases in the brick-and-mortar gift shop.
6. Brick-and-Mortar Gift Shop: Retail sales of curated goods including fine art, pottery, housewares, artisan bags, jewelry, home decor, clothing, and seasonal gifts. Located at their Ivy Road location.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Tourterelle Floral Design is a Charlottesville-based boutique floral studio that creates custom, made-to-order garden-style floral arrangements using fresh premium blooms for home delivery, weddings, and corporate/private events. It complements its floral design services with recurring floral subscriptions, gift certificates, and a curated brick-and-mortar gift shop featuring fine art, housewares, jewelry, and home decor.

Product overview

Tourterelle Floral Design is a Charlottesville-based floral design studio offering custom floral arrangements and a curated gift shop. Their core offerings include made-to-order floral arrangements (available in Small through Statement sizes with customizable color palettes), wedding floral design services (garden-style, romantic designs including bridal bouquets, ceremony installations, and reception decor), and event florals for corporate and private occasions. Supporting services include floral subscriptions with flexible frequencies and durations, gift certificates, and a physical gift shop featuring fine art, clothing, pottery, housewares, jewelry, and home decor items. The business operates from a brick-and-mortar location on Ivy Road and serves clients across Central Virginia including weddings, corporate events, and everyday occasions.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Floral Arrangements Made-to-order floral arrangements available in sizes from Small ($95) to Statement ($250+), with Vibrant, Softer/Pastel, and Neutral color palettes, crafted by designers from fresh premium blooms and delivered locally.
• Roses Rose arrangements available in one dozen ($135) or two dozen ($250), in White/Cream, Soft Pink, Vibrant Pink, Yellow, or Red varieties.
• Wrist Corsages and Boutonnieres Custom boutonnieres ($28), wrist corsages ($45), and nosegays ($65) designed for proms, weddings, and other special occasions.
• Floral Subscriptions Recurring floral delivery service available in weekly, bi-weekly, or monthly frequencies and 3, 6, or 12-month durations, with free local delivery for subscriptions of six or more arrangements per year.
• Wedding Floral Design Full-service garden-style, romantic wedding floral design including bridal party florals, ceremony arches, arbors, hanging installations, centerpieces, and reception decor for nearly-weds across Virginia, with on-site creation, setup, and cleanup.
• Event Floral Design Custom floral arrangements and installations for fundraisers, corporate gatherings, award ceremonies, and private dinners, including on-site creation, delivery, setup, and breakdown.
• Gift Shop Curated brick-and-mortar gift shop offering fine art, clothing, pottery, housewares, artisan bags, jewelry, home decor, and seasonal gifts, with capability to host small to medium gatherings.
• Gift Certificates Gift certificates available in any denomination, redeemable for flowers or purchases in the Ivy Road gift shop.

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farmgirl Flowers: Direct-to-consumer floral design company offering curated, made-to-order arrangements with a similar premium positioning and custom design ethos. Competes for the same mid-to-premium everyday-occasion and gifting customer.
• Putnam & Putnam: New York-based luxury wedding and event floral design studio with a garden-style, romantic aesthetic and editorial-quality portfolio. Closest design-philosophy peer for the high-end wedding business.
• Saipua: Boutique floral design studio combining weddings, events, and flower farming with a strong artisanal, locally-sourced brand. Highly comparable in design sensibility, local-sourcing emphasis, and event-wedding focus.
• H.Bloom: Subscription-based floral service for residential, corporate, and hospitality clients. Direct overlap in recurring-delivery mechanics and the corporate-event customer segment.
• UrbanStems: D2C floral company selling curated arrangements and subscription products with strong design-led branding. Competes for design-conscious gifting and home-delivery customers.
• The Bouqs Co. Online-first florist offering custom arrangements and subscription plans. Direct overlap in subscription tiers, custom-order flow, and the everyday/occasion customer.

Broad incumbents

• Teleflora: National floral-delivery network and brand serving consumer and event occasions through partner florists. Sets competitive baseline pricing and delivery expectations in the everyday-occasion segment.
• FTD: Established national floral delivery brand with a wide assortment and partner-florist network. Competes for the same consumer gifting and everyday-delivery occasions, though with a less premium design positioning.
• 1-800-Flowers: Mass-market gifting and floral retailer with national scale and broad assortment. Sets consumer price expectations and competes for the lower end of the same gifting occasions.

Others

• BloomNation: Online marketplace aggregating independent local florists with e-commerce storefronts. Acts as an enabling channel/competitor for boutique florists seeking online reach without building their own platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tourterellefloral
• LinkedInlinkedin.com/company/tourterelle-floral-design

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourterelle Floral Design