Did you know that hundreds of pounds of flowers wind up in the trash after every wedding, corporate event, gala, movie set, awards show and sports celebration?
Why on Earth would you throw away beautiful flowers after the party is over?
This is what Repeat Roses Founder & CEO Jennifer Grove asked herself after each of her client's events. And, so, she set out to change the conversation and do something about it.
Before launching Repeat Roses, Jennifer owned a high-end boutique wedding and event design company, Sky Blue Events. She was sought out for her creative concepts, attention to detail and ability to craft upscale, engaging experiences. She organized underground dining events, philanthropic fundraisers, hotel openings and lavish weddings. She collaborated closely with corporate clients, new brides and seasoned florists alike to turn the “Big Day” vision into a reality. This typically involved a serious volume of flowers.
Over time, Jennifer grew frustrated with what she saw as misguided misuse. Time, talent and resources were spent designing dazzling centerpieces of beautifully styled blooms, which were then simply disposed of at the end of the day. When she recognized that this heartbreaking insight was actually an opportunity to change the status quo, she founded Repeat Roses.
Since starting the company in 2014, Jennifer has managed all areas of the business including branding, sales and marketing, vendor relations and business development, logistics and operations, and technology.
Her mission to shift the paradigm in the event industry by reimagining the single-use floral arrangement concept to spread joy and ensure sustainability has taken root across the country. Repeat Roses' Upworthy video went viral and generated 7 million views in less than a week. Noteworthy media coverage includes Vogue, Inc., NBC Nightly News, Town & Country, Vanity Fair, Oprah magazine, Martha Stewart Weddings, The Knot, Cheddar TV, InStyle, PureWow, Good Morning America, ABC World News, and over 50 profiles and feature stories publications to date.
In 2017, Jennifer was named a Top Ten Finalist in the Rent The Runway & UBS co-sponsored "Project Entrepreneur" national competition for Female Founders. She pitched her way to a spot in the Project Entrepreneur Accelerator and an entrepreneur-in-residence hosted by The Knot/XO Group and has since gone on to become a sought-after speaker on sustainability, corporate social responsibility and mission-driven start-ups. When she’s not creating new business categories and disrupting the wedding and event industry, you can find Jennifer exploring the NYC restaurant scene with her daughter.
An honors graduate of the Fashion Institute of Technology, Jennifer’s proudest career achievement is the establishment of a business driven to do well by doing good in the world. She is grateful to be surrounded by a team of smart go-getters who are equally passionate about giving back to People and Planet.
Sales Director. West
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We think it's our job to stop and smell the roses, reimagine the status quo, and make the world a better place… one bouquet at a time.
We believe it's chic to share and we think it's our duty to transform a wasteful industry into an eco-responsible one.