388 Market St Suite 105 / https://www.nigellasf.com/
As the arrival of spring enriches San Francisco with an abundance of blooming flora, the change of seasons also signals the approaching demand for the most current and fashionable arrangements. Nigella SF, a botanical boutique located along Market Street in the heart of the Financial District, fully welcomes this excitement for the new season’s arrivals with their handcrafted inventory and distinct artisanal style.
The window display of Nigella SF as seen from the rounding corner of Pine, Davis, and Market Streets.
Flourished in 2017 by co-owners James “JR” Russell, and Rubie Campbell, Nigella specializes in providing flowers and plants for retail, weekly deliveries, weddings, and events, to name a few. Their boutique also provides accompanying gift items such as candles, dream catchers, and other apothecary goods, all with a mission to provide a comforting and natural consumer experience.
The co-founders (Rubie in the middle and JR behind her) pose proudly with their Nigella team.
“Nigella to me,” as co-founder Rubie proudly states, “ means drawing from the natural beauty surrounding us and using it in a way that evokes emotion and enlivens spaces and moments.” As Nigella’s site describes, “Our mission is to liven spaces and spirits with botanical beauty. To let plants and flowers convey the messages that words often can not.” Rubie understands the power nature and her surrounding ecosystem have in inspiring and educating, which she has drawn upon heavily in creating this business with JR, who she has known and worked with for over a decade.
Co-founder James "JR" Russell.
For JR, he also describes his relationship to flora as essential to not only his business, but to everyday life. “Plants ground us. Without recognizing and respecting the natural world around us, we would lose our place in the world.” Both JR and Rubie’s strong connection to their passions is what has been able to propel Nigella as a successful floral boutique with their experienced team.
An example of Nigella's arrangements from a business trip to Belgium.
To be in San Francisco, Rubie says being situated here “is truly a dream. It is just such a vibrant and unique city with natural beauty. We have so much gratitude to be a part of it.” It is San Francisco’s uniqueness specifically that the horticulture partners believe resonates the most with Nigella’s atmosphere, mission, and products. “Our vibe is moody, bold and brilliant,” Rubie expresses proudly. “Really what makes us unique is that we do just about everything and we do it quickly and with a distinct and compelling look.”
Nigella provides a premade "Grab & Go" bouquet rack.
This versatility and professionalism is what has built them strong partnerships with clients, as they also provide workshops, monthly subscriptions, and a blog with their curated recommendations. As for what to look out for this spring in their collection? “We have lots available, but our high quality blooming bulbs, lilacs, bearded irises, and ranunculus are most popular,” JR elucidates. "We use the freshest blooms available and that's where the loveliest creations come in!" Ruby adds. JR and Rubie also say to stay tuned for their Bouquets to Art exhibition in the De Young Museum this June, where they will recreate an artwork with a floral installation.
A flower installation of Marsha P. Johnson designed by two on Nigella's team.
Photography by: Annie Spratt/Unsplash