In the heart of Martin City, Sidelines Custom Floral is more than a flower shop. Owner Karyn Brooke has built a business that blends artistry, emotion, and community in every arrangement.
“I find inspiration everywhere, but it always comes back to what feels natural, how things grow, how colors layer, and that slightly imperfect, organic look,” Karyn says. She draws from seasonal blooms, customer preferences, and interior design to create arrangements that feel fresh, unexpected, and full of personality.
Designing for different occasions requires attention to both feeling and space. “I always start with the feeling the client is going for. Every occasion has a different energy. Then I think through color, scale, and what will work best in the space,” she explains. Whether it is an intimate gathering or a large event, Karyn’s goal is to create arrangements that feel thoughtful, personal, and perfectly suited to the moment.
Current floral trends excite her, especially those embracing individuality and artistic expression. “There is a lot of experimentation with color, movement, and more organic, less structured styles. At the same time, it is important to have a strong foundation. Finding the principles of design is what allows you to break the rules in a way that still feels intentional and beautiful.”
Karyn’s signature style leans toward a vegetative, natural look, with flowers grouped as they might grow in the wild. “I love creating pieces that feel organic, with movement and a sense of place, almost like they could have been gathered rather than arranged. That said, I also enjoy adding a refined, intentional touch so the design still feels elevated.”
She also shares practical advice for keeping flowers fresh at home. “Keep flowers out of direct sunlight and away from heat sources, refresh the water daily, remove foliage below the water line, and trim stems on an angle. A little maintenance goes a long way in keeping arrangements looking fresh.”
For those creating bouquets themselves, Karyn emphasizes emotion over rules. “Start with the feeling you want to convey. Color plays a big role. Soft, neutral tones feel calm and romantic, while brighter colors feel energetic and celebratory. Texture and shape matter too. At the end of the day, flowers are a form of expression, so choosing something that feels authentic to the moment is what makes it meaningful.”
Flowers hold a unique power to communicate emotions. “They mark so many of life’s celebrations and even times of loss in a way that feels personal and universal. Their natural beauty and impermanence make the gesture intentional. Flowers let people say something meaningful without having to find the perfect words,” Karyn reflects.
Sidelines Custom Floral thrives on community connection. “Working in a flower shop naturally connects you to the community because you are part of people’s most meaningful moments. Over time, you build real relationships. It becomes much more than just flowers.”
Karyn’s advice to women launching creative businesses focuses on relationships. “Focus on your craft and create processes. This is a people-driven business. Real connection happens face-to-face, through conversations and trust. As your business grows, building and managing a team becomes just as important. Leadership takes patience, communication, and adaptability.”
Success, for Karyn, is defined by connection and fulfillment. “I define success as loving what I do and staying connected to my work, my team, and the people we serve. Creating designs that are meaningful and building a life that feels balanced is what matters.” She takes pride in her team and the loyalty of long-time customers. “Our very first two customers are still with us, and the first employee I ever hired is still part of the team.”
Sidelines Custom Floral also offers flower and plant club memberships, allowing members to receive custom bouquets weekly or monthly, perfect for gifting or brightening one’s own space. Follow along for tips and behind-the-scenes content at @heysidelines on Instagram and TikTok.