How Rich Florals Is Disrupting The Traditional Florist Scene

WOODBRIDGE, N.J. — Denaya Melvin and her fiancé, Dennis Jones, are turning heads in the floral industry with Rich Florals, a boutique flower business in Woodbridge known for its custom rose arrangements and luxury design.

The couple officially launched Rich Florals in January 2024, just before Valentine’s Day. Melvin, who has a background in marketing, paired her skills with Jones’ logistics expertise to start a business that blends creativity and precision. 

“We wanted to be different,” Melvin said. “We started with money bouquets mixed with real roses, then pivoted fully to roses because that’s what I love and what works best for our clients.”

Operating initially from home, the duo quickly became Carteret’s only large-scale florist. Social media and word-of-mouth helped them build a loyal following, with orders coming from friends, family, and local residents. 

“We added ourselves to Google and started posting consistently,” Melvin said. “That really helped people find us, and we just kept growing from there.”

Custom Design and Client Experience

Rich Florals specializes in custom bouquets designed to match a client’s vision, from special events to designer’s-choice arrangements. “You can tell us what you want — glitter, personalized ribbons, anything you can imagine — and we’ll make it happen,” Melvin said.

The business also prioritizes freshness and customer service. 

“We don’t hold onto flowers. We prep fresh roses for each order so clients get the longest life possible,” she said. 

The team also handles micro-events such as weddings, birthdays, and intimate dinner parties, usually for 100 people or fewer, ensuring every arrangement is carefully crafted.

“Our design style is modern and luxurious,” Melvin said. “We’re not your grandma’s florist, everything is tailored to the client’s needs.”

Overcoming Challenges and Growing a Brand

Starting Rich Florals came with challenges. Melvin said she had to learn flower care, sourcing, and bouquet construction, while managing deliveries and marketing alongside full-time jobs. 

“Delivery logistics were tough at first, but we partnered with a service to ensure timely customer deliveries,” she said.

Marketing continues to be key to growth. “We run targeted ads, partner with local businesses, and rely heavily on referrals,” Melvin said. Collaborations have included coffee shops, chocolate and strawberry vendors, and local jewelry companies, creating unique gift bundles for special occasions.

Supporting the Community

Melvin and Jones said supporting Black-owned businesses is central to their mission. “If we don’t support ourselves, we can’t grow,” Jones said. “We’re building wealth and creating opportunities within our community.”

The couple plans to expand their events and partnerships, including luxury dinner parties, elopement weddings.

Looking Ahead

Melvin’s favorite creations are custom bouquets that surprise and delight clients. 

“The best moments are when someone picks up their bouquet and says, ‘Wow, you really outdid yourself,’” she said.

As Rich Florals continues to grow, Melvin and Jones aim to create a brand that’s both coast-to-coast recognizable and deeply connected to the communities it serves. 

“We’re a small team with big dreams,” Melvin said. “Every bouquet, every client, every partnership matters to us.”

This story is part of NJ Urban News’ Black Business Spotlight, uplifting Black-owned excellence across New Jersey. Know a business we should feature? Email us at editorial@njurbannews.com