Secret Life of Florals is a sustainable botanical design studio based in Dallas, Texas. We combine modern contemporary design with sustainable processes so that everyone benefits, from the small growers all the way to our clients.

The current state of the flower design industry is not sustainable. Many flowers in use are usually imported, which means they were sprayed heavily with pesticides and fungicides. This is to ensure the flowers can survive the shipping process, which means they are often out of water for a week or two. The growers who spray the flowers are often paid very little for this work and often suffer health issues that arise from constant exposure to these pesticides. The carbon footprint of these imported flowers is also quite high as most are flown in on commercial aircraft spanning thousands of miles - and the planes are often flown back to their original destinations completely empty. Not to mention many of these flowers are grown outside of their season, which leads to poor quality and a shorter vase life.

When we started, we knew we didn’t want to participate in this cycle of toxicity. That’s why from the beginning, we have never used floral foam in our designs. Since floral foam is made of plastic, it will not break down in the landfill for many years and has been shown to leach microplastics into our waterways. Skipping the foam has forced us to research alternative mechanics, which in turn has strengthened us as designers.

Reusing and recycling often means shopping secondhand for vases, as well as scouring for artisan ceramics. In turn, this can mean big savings for our clients, as well as supporting local artists and creatives. We are always open to collaborating with fellow creatives in order to create something truly beautiful.

Learning to source locally/domestically and in-season is an ongoing challenge in the North Texas climate, as it can be very hot and dry most of the year. In order to stay committed to this value, it requires being open minded about what exact materials you can use. Having this flexibility in mind means a whole world can open up for you: one where you are in tune with the seasons and the Earth, and you can enjoy far more of what nature provides versus what is expected. Plus, you can take heart knowing you are receiving a truly one-of-a-kind, high quality product from a grower who has been paid fairly for their work.

Some ways we live out our values:

  • We are proudly 100% foam free, all our designs are made with reusable mechanics such as pin frogs

  • We source flowers that are in season, organically grown, and grown near us, which allows us to support our local growers and flower farmers

  • We compost our flowers and make eco-friendly sanitizer for our buckets and vases

    Logo designed by Kaila Rose Parrish.

Meet the women (and sisters!) behind the scenes at SeLF!

Lizy Rutherford * Owner/Creative Director

Lizy founded Secret Life of Florals as her creative practice in April 2021. She brings to the table over 6 years of floral design experience and a prior stint in the Designed Objects department at the School of the Art Institute of Chicago in 2015-2016. She seeks to connect the viewer into the present time and place through the use of seasonal, local, and foraged materials.

When she is not at work, you can find her perfecting her iced coffee recipe, spending time with loved ones, thrifting, and listening to music.

Audrey Rutherford * Social Media Manager/Model

Audrey completed her Bachelor’s of Marketing degree at the University of North Texas in 2024. She recently was brought on the SeLF team in late 2024 for her skill with social media management and content creation. She is also currently on a spring 2025 internship with the Deep Ellum Foundation doing marketing and content creation for them. She also has several years experience as a model and occasionally models in the DFW area (including for us!).

When she is not at work, you can find her playing with her cats, tending to her garden, visiting the local library for her next read, and hanging out with her friends and family.