Why throw away beautiful flowers after the party is over?
This is what Founder & CEO Jennifer Grove asked herself after each client event.
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 and establishment openings and collaborated closely with brides and florists to turn the “Big Day” dreams into a reality. This typically involved lots and lots 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 groomed 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, and Cheddar TV.
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.
A 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. 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, Calista.