Now that Valentine's Day is over... flowers are still being sent and designed in endless ways because flowers are present in every day life! This is what Rococo Floral thinks of flowers. A necessity to be happy every single day and make spaces shine like a diamond. With a powerful team , with Co-Founders Julia Conrad and Claudia Lapena, along with a boss-owned team behind, Rococo in Massachusetts makes part of this week's florist special. Join the flower fun.
Make It Rococo Floral Style With Julia Conrad and Claudia Lapena
This duo has a powerful blend of knowledge and creative skills to make a floral business thrive in every aspect. It's time to learn more about them and what they bring forward to their business.
Julia Conrad wears many hats at Rococo Floral—because why stick to just one? As the creative force behind floral recipes, event designs, and all things visionary, she’s constantly dreaming up the next big thing, whether it’s a quirky and colorful arrangement, a sustainable initiative, or a viral-worthy reel. Prioritizing all those ideas? That’s another story. Supporting her team’s creativity is one of her favorite parts of the job—right up there with handling the business-y side of things (yes, that includes the not-so-glamorous money stuff).
If you’re looking for Julia at her happiest, find her in the flower nursery. Shopping for gardening projects has been known to bring her to actual tears of joy. When she’s not surrounded by flowers, she’s fueled by a large iced coffee with a splash of whole milk, a go-to since her early days as a toddler camp counselor (and unofficial childhood entrepreneur—her first 'business' was selling random household items at the end of her driveway).
For 2025, she’s all about training up her pup, Grizzly, to master off-leash hikes. And if you ever catch her zoning out mid-conversation, don’t worry—she’ll chime back in with a comment five minutes later. As for her favorite flower? There’s nothing quite like a field of summer dahlias, bursting with color and life—just like her endless ideas at Rococo Floral.
Claudia, as a florist and business owner, is equally hands-on with both. One moment, she’s creating stunning floral designs, and the next, she’s juggling everything else that comes with running a business.
Her coffee loyalty is uncomparable—single-shot latte with whole milk from Tatte, and yes, she will gladly be their unofficial (and completely unpaid) spokesperson. Before Rococo, she held the esteemed title of 'sandwich artist' (aka deli worker), but these days, she’s far more likely to be found obsessing over organization. In fact, her team knows her as the queen of decluttering, sometimes to a fault.
As for flowers, her current obsession is Nerine—specifically the blush variety. It’s long-lasting, wispy, and honestly, just too gorgeous to describe properly. (She’ll wait while you Google it.)
The Essence of Rococo
Rococo Floral is a dynamic floral studio and shop located in Union Square, Somerville. They offer a fresh flower bar, a curated selection of houseplants, body products, gifts, and more. Their services include custom installations—both fresh and permanent—to enhance spaces and elevate events. They also provide floral arrangement subscriptions through their 'Club Coco' program, delivering unique bouquets on a weekly or monthly basis.
Rococo Floral Co. offers hands-on workshops that invite both beginners and seasoned floral enthusiasts to explore the art of flower arranging. These sessions range from seasonal centerpiece-making to botanical installations, providing a creative space to learn new skills in a relaxed and inspiring environment.
More than just a floral studio, Rococo fosters a community where people can connect over a shared love for flowers. Their workshops encourage artistic expression while emphasizing sustainable practices, ensuring that every arrangement is both beautiful and environmentally conscious.
A Team of Bright and Talented Women
Rococo Floral Co. is a proudly women-owned business built on creativity, collaboration, and a shared love for flowers. Every member of the team is a woman, bringing unique talents and perspectives to the table while supporting and uplifting one another. From floral design to business operations, they work together to create stunning arrangements, host inspiring workshops, and they are dedicated to rethinking sustainable floral design, constantly finding new ways to create beauty with intention.
It's a studio where women support and inspire one another, cultivating a dynamic community driven by creativity and passion.
Photos by @rococofloralco.
