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An iconic, inspiring haute-couture flower factory in New York’s Garment District, in the heart of midtown Manhattan has been reimagining the way we view floral embellishments for 100+ years.

In the cultural realms of fashion and art, few firms are as prestigious as M&S Schmalberg, which has earned a reputation for timeless elegance. Trusted by many of the most notable names in the industry, including Vera Wang and Thom Browne, the New-York-City-based manufacturer has inscribed its name in the history books – for more than a century it has been a family-owned business, now spanning four generations. M&S Schmalberg has been the gold standard for custom handmade fabric flowers in the United States since 1916, renowned for its exquisite adornments of petals and unparalleled craftsmanship.

“We come to work but we enjoy ourselves, and I think I’ve pushed that even further … My goal in all of this is to spread the word.”

You might be fooled by their innocent nature, but these delicate beauties contain a curated blend of rich history, culture and symbolism that can be attributed to the achievement of the American Dream.

Morris and Sam Schmalberg, the two brothers behind the original fabric factory, had roots in the vibrant garment district of New York and were determined to support their families and provide a service to society. Today, the same honourable work ethic reigns true with Adam Brand, who is part of the fourth generation and the son of Warren Brand, who famously nicknames himself “The Flower Guy.” Warren Brand has proudly worked at the factory since his teens and passionately continued this legacy by embracing the values of selflessness, love and kindness. His son, Adam, has followed in his father’s footsteps and is now Head Flower Tinkerer at midtown’s flower factory. Brand intends to bring the Schmalberg legacy into an age of modernity while introducing clients to the exquisite level of craftsmanship and care that the iconic floral house is known for.

With an impressive catalogue hundreds of red- carpet appearances and A-List clientele, M&S Schmalberg has worked alongside the ateliers of numerous houses on a multitude of occasions to bring visions of floral beauty to life. From stars, like Beyoncé, to members of the British Royal Family including Meghan Markle, the factory has contributed to some of the most memorable fashion-media moments of the modern era.

The Schmalberg family, like many, has experienced firsthand the many waves of fortune that must be navigated if a business venture is to thrive in the competitive New York fashion scene. Second-generation owner Harold Schmalberg, the founders’ nephew, was a Holocaust survivor, and he was determined that the brand’s values remained clear: the priority would be to create a love-filled and inspiring workplace that was devoted to its craft and respectful of each other’s ideas. Adam added, “We come to work, but we enjoy ourselves, and I think I’ve pushed that even further.”

The atelier works with all sorts of fabrics, from delicate silks to durable hides and, fulfilling the occasional request, even exotic snake or alligator skins. Each bloom is meticulously handcrafted by skilled artisans, using techniques passed down through generations and moulds as old as the turn of the last century. From delicate roses to lush peonies, every flower exudes an aura of natural beauty and sophistication, only possible through M&S Schmalberg’s unparalleled attention to detail and curatorial skills.

Adam Brand encourages people of all ages to take advantage of the company’s New York City address and book a visit to tour the facility or to visit M&S Schmalberg online and purchase their very own custom flower. As our interview came to an end, he said, “My goal in all of this is to spread the word,” which he has achieved with flying colours.

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Q&A

Q: Describe the Schmalberg brand in three words?
A: Artisanal, timeless and customized.

Q: What is the most beautiful flower to you?
A: The most beautiful flower to me is one that is crafted from heirloom fabric, imbued with personal history and emotional significance. There is something awesome about transforming a piece of fabric with special memories into a lasting floral keepsake. I love when we are able to bring joy into people’s lives.

Q. How many people make up your atelier on average, and is there a hierarchy of flower crafters?
A: Over the past 100+ years, the size of our team has varied significantly, ranging from seven to eight people to at times over 40. Currently, we have 15 people on our team, each contributing their own unique skills and creativity.

Q: Complete the sentence for us: I love New York because …
A: I was born and raised in New York, and it has been the centre of my world since the beginning. To me, New York is the greatest city on earth. There is an energy here that does not exist anywhere else. Where else can you get a good slice of pizza at 3 a.m.?

Q: What does la dolce vita mean to you?
A: I’m already living my dolce vita. It centres around peace and happiness. No drama. The family is healthy. Good company and beautiful days spent outdoors. The fact that I get up every morning and I’m excited to go to work after a great weekend with my family — how could it get any better than that?