Everything’s coming up roses, and just about every other flower imaginable.
Adam Brand of M&S Schmalberg sat down with ET to reveal why stars like Gigi Hadid, Beyoncé, Jenna Ortega, Sarah Jessica Parker, Anne Hathaway, Olivia Rodrigo, Gwen Stefani, and Emily Ratajkowski have all turned to the company’s custom fabric flowers to complete their outfits.
The artisan, whose family has run the iconic New York City business for generations, has spent decades preserving a craft that’s been flourishing for over 100 years.
From runway shows and red carpets to television appearances and everyday style, M&S Schmalberg’s blooms have become the finishing touch for some of fashion’s biggest names.
“I truly love M&S Schmalberg and feel incredibly grateful to everyone who came before me. Hardly a day goes by that I don’t mention our founders, Morris and Sam, by name, my great-great uncles, or my grandparents, my dad, my aunt and my mom,” Brand tells ET.
“I feel less like the owner of a business and more like the caretaker of something really special.”
That passion is reflected in every flower. Each bloom is created in New York City using antique molds and tools dating back to the early 1900s.
“Every flower starts as fabric in pretty much any fabric you can think of,” Brand notes.
“Silk is still the most common, but we’ve also worked with velvet, linen, denim, suede, cotton, polyester, leather, lace, and even sentimental fabrics like wedding dresses, military uniforms and baby clothes.”
From there, every petal is carefully brought to life.
“Depending on the project, we’ll starch it, hand dye it, die-cut the individual petals, shape them using heated vintage flower irons, and then assemble the flower completely by hand,” he says.
The meticulous process hasn’t gone unnoticed. Over the years, M&S Schmalberg has collaborated with fashion houses including Hermès, Oscar de la Renta, Carolina Herrera, and Vera Wang, helping bring designers’ creative visions to life.
“One project that stands out was with Vera Wang. One of their designers combined different components from multiple flowers to create a new oversized rose. We sampled it, tweaked it, and it eventually became a style that we still make today. That flower has since been worn by Emily Ratajkowski, Gwen Stefani, and Vera herself.”
So, what keeps celebrities coming back?
“In a world where so much is mass-produced, people appreciate something that was handmade by actual people in New York,” Brand explains.
“They’re craving things that feel real. Every flower has a little personality, and people appreciate that.”
Fortunately, you don’t have to be famous to accessorize like an A-lister.
“We love making one special flower just as much as a thousand,” Brand spills.
“We’ve transformed heirloom garments, wedding dresses, military uniforms and clothing from loved ones into flowers that families will keep forever. Those projects mean a lot because every flower tells a story.”
And while trends may come and go, Brand believes flowers never go out of style.
“Whether it’s oversized flowers, tiny flowers, men’s lapel flowers, bridal accessories, handbags, or hats, flowers always seem to find their way back into fashion. They’re incredibly versatile, and because they can be made in so many fabrics, colors, shapes and sizes, they can completely change the feel of an outfit. A matching flower can add texture and dimension, while a contrasting flower can become the statement piece that ties it all together. The same flower can be worn on a jacket today, a hat tomorrow, and displayed in the home years later.”
For anyone hoping to see the magic themselves, Brand’s doors are always open.
“One of my favorite parts of the job now is welcoming visitors into the factory. We offer tours and flower-making experiences, and it’s always fun watching people discover that this little piece of old New York is still here.”
