Style Profile – Jessica McEwen

Name: Jessica McEwen
Occupation: Florist, owner of Periwinkle Flowers
Age: 40
Lifestyle: Colourful, joyful, creative.


Dress: Annie 50; Necklace: Love, Montreal.

This dress is available online in red, green and black!

What’s a typical day like for you? My days are all over the place. Mostly
I am working, which can mean getting up early to buy flowers at the
wholesale market, or manning my flower shop helping customers and making
flower designs.  Some days I am out delivering and setting up flowers for
events such as weddings. Days off are rare right now but I try to fill
them with bike rides and hanging with my family rather than wasting them
on housework!

What in your life is really important to you? Being happy.  I truly think
happiness is a choice we each get to make from moment to moment. We only
get to live once, so I want to make this life a happy one.


Sweater: Gentle Fawn; Necklace: Curious Oddities; Top: Jennifer Fukushima; Pants: Yoga Jeans.

Shop for this sweater here and for Yoga Jeans here.

What would you like to be remembered for? My patience and acceptance of
others. And also for being a pretty darn good florist.

What role does fashion play in your life? I am obsessed with colour and
pattern, nothing makes me happier than dressing in bright colours and
prints.  I think life is too short not to wear pretty clothes.  For my
work I am often getting dirty and do a lot of lifting and moving, so my
clothes need to be durable and able to take a beating while still looking
good enough to meet with a client at a moments notice, which is a lot to


Top: Melow; Skirt: Desserts and Skirts; Bag: Matt & Nat.

Buy the Geeky Deer skirt here, and the top in black, blue or green here.

geeky deer skirt

Close up of the Geeky Deer Skirt from Desserts and Skirts.

What do you love about shopping at Fresh Collective? It’s like Fresh Collective has hooked itself to my brain! I love the eclectic mix of styles, but even more I love that the staff are such a cool creative bunch themselves that they can take in who I am and choose clothes that will show that to the world- it is a true gift.  I’m also trying to be conscious of where I spend my money.  As a small business owner myself, I think it is important to support other small local businesses and makers so that we can all prosper and succeed.

What do you have that you want to promote? I own a flower shop called
Periwinkle Flowers in midtown Toronto.  It’s filled with colour and happy
things, and I get to share my love of flowers with people across the city.
The shop makes and delivers happy colourful flower arrangements across
Toronto, and also carries pretty little things such as soaps and tea
towels made by local designers.  I have a special offer for Fresh Collective fans!  See the details below:

major jar posy

Is there anything else we should know about you? I’ve owned my shop for 14
years, and have come to realize I truly love being a florist!  Hearing
little slices of a customer’s story as I help them pick out flowers for a
friend or loved one is just hands down the best part of my work.

Where can people find you on social media?

My shop’s website