For many, running a flower shop in Manhattan sounds like something straight out of a romance film. For Kelly Nguyen, it’s a reality — and one that has brought an entire neighborhood together.
Nestled in the heart of New York City’s lower east side (LES) is Joy Flower Pot — home to floral arrangements as lovely as they are wholesome. As EnVi stepped into the shop for the very first time, the space was a rustic dream come alive with lush spring flowers. Whimsical treasures lined the walls and shelves, from googly eye-covered knick knacks to an ever-growing family of Sonny Angels.
Outside the shop, EnVi sat with owner Kelly Nguyen, who sported a green and white crocheted cardigan adorned with floral stitching. Hester Street bustled with activity on this warm afternoon, with plenty of passersby stopping to look inside and marvel at the arrangements. Together, we chatted about the story of Joy Flower Pot, its role in the LES community, and what success ultimately means to Kelly.
A New Path Blossoms
Before Joy Flower Pot, this community staple was known as Joy’s Flowers and Gifts. As a long-time resident in LES, it was Kelly’s go-to spot for floral arrangements. However, long before she took up the mantle, she spent years working in the restaurant industry. This changed in 2019 when she left her job in search of something more passion-driven. While that vision wasn’t clear just yet, things would change when the COVID-19 pandemic struck.
Although it was difficult for many small businesses to sustain themselves during lockdown, Joy’s Flowers and Gifts stayed afloat. After learning that Joy — the original owner — was looking to sell the store, Kelly offered her help from time to time. What started out as a flexible commitment soon blossomed into a massive part of her life. Surprising even herself, Kelly devoted 12–14 hours at a time to assist Joy, all while learning the art of running a business. Even during the pandemic, they were processing thousands of flowers for special occasions and holidays. In October 2020, Kelly officially inherited the store and renamed it Joy Flower Pot. As this new chapter ushered in aesthetic changes over time, one thing remained constant: the essence of what made it a local gem in the first place.
“The small shops in any neighborhood are part of their culture. It decides a lot of elements, like what your go-to deli is. People go there for a reason,” Kelly said.
Since then, Joy Flower Pot has brought people together in more ways than one. In November 2024, Kelly hosted a block party celebrating the store’s 4th anniversary. From featuring LES-based performers to giving out free flowers, the party was not just about celebrating. It was a love letter to the very community that helped Joy Flower Pot thrive.
“We want to make it a tradition for every year to have a party that’s not for profit,” Kelly shared. “It’s a moment for people to come together and have something to celebrate. To relax and be part of the community that they share.”
Community is a key part of Kelly’s business ethos. Beyond the physical community of her neighborhood, Kelly makes a point to bring together other Asian women in business. She recently hosted a dinner event allowing other female business owners to both connect over and celebrate their work, with guests including local NYC business owners like Kim Le from Lê Phin Café and Lauren Tran from Bánh by Lauren.
“We hosted the event,” she explained, “just to celebrate ourselves.”
It’s not something women in business get to do often, but that was exactly Kelly’s point. “[We] never sit back and enjoy; relax and be a part of a community [we] can also share and learn from.”
Rooted in Nostalgia and New Memories
Kelly’s love for flowers began as early as childhood, starting with her father’s garden in Vietnam. Growing up, she was not only drawn to the beauty of flowers, but she was also taught to value them beyond their aesthetic value.
“[My dad has] always been a really creative person. He showed me how to take care of his roses in his garden like they’re his own kids” she said.
As for her own creative direction, Kelly described her floral arrangements as “experimental and contemporary.” Inspired by the boldness and vibrancy of the surrounding neighborhood, she mainly works with primary colors. The results are as whimsical as they are free, and stunning reflections of the community that her creativity draws from.
“It comes from my personality and the culture of the neighborhood itself — it’s always changing. There’s always something going on down here, which inspires me every day,” Kelly said.
The paradox of creativity, we discussed, is that it is both ever-changing and cyclical — “never just one thing,” as Kelly described. Each generation has an appetite for nostalgia, which is evident in the stylistic trends that replicate or reimagine previous ones. Along with the signature primary colors, the specific shades she chooses lend an intentional vintage undertone. The store’s boutique-like interior offers a similar blend of new and old, resulting the very nostalgia and timelessness that inspires Kelly every day.
However, flowers are much more than a product to sell — they are an extension of her clients’ lives. From momentous occasions to everyday gestures of love, each carefully curated arrangement is imbued with the intention behind their purchase. One bouquet at a time, Kelly watches as first dates become engagements and one-off gifts become lifelong friendships.
“That is something that makes the way I run this business so special. I always, always remember and feel grateful for it. So many items that go out of our store are part of a story for someone else,” she said.
One memorable story in particular, Kelly shared, is the May 2023 pop-up with Jae Tips. That month, the Bronx-based, multi-hyphenate creative hosted an activation event for a shoe collaboration with Saucony. An incredible line of fans waited outside the flower shop, filling the entire block as they eagerly waited to get a pair. According to Kelly, the people in line shared that this was a “very historic” moment for them, as it was Jae Tips’s first pop-up in NYC.
Among Kelly’s other favorite collaborations, she named past Mother’s Day events with Marc Jacobs, Luisaviaroma, and Spinelli.
“We gave out flowers to pedestrians who came and shopped for their mothers. I’m always looking forward to meaningful, creative projects like that, which speak to our brands and what we think is important,” she explained.
Turning a New Leaf
As for the next chapter of Joy Flower Pot, Kelly shared that the store is expanding its partnerships to Los Angeles-based brands and businesses. However, her ethos of grounding the store in community remains an integral part of this journey.
“LA is a great place to focus on for events and creative projects. I just love how abundant the flowers are over there,” she said. “If I ever open another location, it has to be just like how Joy is now — rooted in community and with a meaning behind why it’s there.”
Without a doubt, Joy Flower Pot’s measurable wins are abundant — partnerships with luxury brands, devoted clientele, a strong online presence, and new connections across the country. However, as she reflected on the past few years, Kelly believes now more than ever that real success is more than what metrics show. Although the store’s long list of achievements is certainly not lost on her, her proudest one is something money cannot buy.
“Success is not measured by money. It’s by how free you feel within yourself. For me, it’s about the freedom to create and give back to the community you’re in. You’re not successful if the people working for you are struggling. If your life is great, the people that work for you should also have a great life. The more time you have for yourself and your people, the more successful you are,” she explained.
As our interview concluded, Joy shared her advice for young women pursuing entrepeneurship — “Just do it.”
“Never limit your belief,” she elaborated. “The young generation has so much in them. Their creativity is something I can’t even describe. It’s really important to follow what your calling is, and just do the best of your capacity. Everything is possible. Have that strong belief in yourself.”
Joy Flower Pot has recently announced their next block party, hosted on July 19th at their Hester St. location. For more info, check out their announcement below.
To keep up with Joy Flower Pot and browse their arrangements, check out their website and Instagram!
Interested in learning about more API women-led businesses? Check out EnVi’s interview with Adila Notodiputro, of HUMANEHUMANELY here!
