By Audrey Hanes, photography by Melissa Donner

When Elizabeth Spencer Hoke began Generations Floral Co. a decade ago, the Jonesboro native and downtown enthusiast wanted to make connections with the community, one whimsical, garden-inspired bouquet at a time. She and her husband, Brandon, recently brought the growing floral design studio to Downtown Jonesboro, adding to the charm and revitalization of the heart of the city.

Liz says it all started with a garden. She and her husband, both Arkansas State University alumni, moved to Fayetteville after college. She began her passion for florals by finding plants in the clearance bin and nurturing them back to life as a hobby. When the couple moved back to Jonesboro in 2012, she joined the Craighead County Master Gardeners and started a small garden on their property.

Liz then began work as an event liaison with The Silos in Bono. Before long, she realized she would have to learn floral design if she wanted to make a career of it. She found inspiration online and learned by talking with other floral designers through Instagram. She booked her first wedding through her job at The Silos, and began as Generations Farm LLC in 2016, later becoming Generations Floral Co. in 2020.
“Our start was a really organic, natural growth that way,” said Liz. “We didn’t necessarily set out to be in business, and word of mouth has kept it going. We have historically been busier than we could manage. Growing the business and figuring out how to be parents was a lot to juggle, so we have tried to grow sustainably.”

Brandon and Liz, along with their daughter, Timber, and their son, Scout, live on family property four miles from Downtown Jonesboro. At one point, five generations of Brandon’s family lived on the 25-acre property, which is where the name Generations Floral Co. came from.  

As their business began growing, they bought a small shed to work in and put it on the family property. They soon realized they needed a brick-and-mortar presence that was more accessible to customers, so they opened a location on Church Street in May 2024 that allowed them to expand their offerings and book more weddings. Liz said they’d always been aware of the last building on the right at the end of Main Street, and when it became available in November 2024, they told the building’s owner, Dan Johnson, they were ready to set up shop on the main drag of Downtown Jonesboro.

“A fun fact is that for the past couple of years, I have been seeing 1234 all over the place; I have screenshots on my phone of where I’ve seen the number,” said Liz. “I was always number 3 growing up, and the address at Generations Floral Co. is 124. I’m number 3, so the only thing missing was me. I knew of this location for a long time, it was just meant to be.”

Liz says that from putting up the American flag to sweeping off the front stoop each morning, she loves the nostalgia of being a downtown shop owner. She also loves the exposure of the location and that it has allowed Generations Floral Co. to do it all. Now, when they’re asked about any kind of arrangement or event, the answer is yes.

“I have a very garden-inspired design style whenever I am working with flowers,” said Liz. “All flowers have a different category they fall into. I look at the flower to see where they want to fit into the arrangement. I’m working with a natural product, and I will always yield and give way to the beautiful power of nature. … Not all flowers are created equal, they all play a different role.

“Through the experience we have gained over the past 10 years, we have accrued a lot of pinpointed knowledge from all the large instillations we’ve done, from the mechanics of how to create the design to what florals to use to what water source we’re going to use. For many of our events, a great deal of ingenuity is required, but whatever a customer asks for, the answer is yes.”

From weddings and large-scale events to celebration of life flowers and flower arrangements for men, the full-service flower shop is always looking to expand its offerings.

“Celebration of life arrangements are some of my favorites,” said the florist. “How do you remember that person and want to celebrate them? We did a personalized one recently where they brought in a set of antlers and a fishing net and a fishing pole. He also grew tomatoes, so I had tomato picks in the arrangement. I know they’ll always remember that.

“I’m where I’m supposed to be and doing what I’m supposed to be doing. A lot of the time, people think of those arrangements as for the person who has passed, but the celebration of life is for those who are earthside, to say goodbyes and pay respects and honor their loved one. I encourage people to think of that as they’re going through final plans. It’s an honor to do that for people.”

Liz says Generations Floral Co. has enjoyed a warm welcome from the downtown community.

“Ten years ago in May, there were pictures of us set up at Alive after Five selling flowers at Washington and Main,” she said. “Ten years later, here we are on Main Street, still selling flowers. Everyone has been great to step in and support us and reach out and buy flowers from us. Downtown needs a flower shop. It’s a component of a healthy downtown; it needs the variation of businesses. We are very happy to be a component of the health of downtown and want to do our part to make it vibrant and beautiful.”

In addition to arrangements and installations, Generations Floral Co. is in the business of experienced-based florals.

“We do a lot of what I call pop opens,” said Liz. “I have had this idea for a flower hour, where you can pre-purchase an arrangement, you come in and shop the flowers you want, and we arrange it in front of you. We also do stem bars where we open and use cost-efficient flowers, both for us and for the customer; for $20 they can come in and arrange a bouquet. It’s something anyone can enjoy and particpate in. It’s not us designing flowers, but it’s an opportunity for people to experience a sense of community.”

Other recent experiences include a Galentine's Day Petals and Pours with VP Mixology; Spring Fest Flower Bar; and Flowers, Flows & Fizz with Bethany Davis Wellness, along with several private parties.

“Since we have opened our doors on Main Street, we have been able to peel back the layers and ask some deeper questions about how to continue growing. We didn’t set out for this specific business, but it just happened for us, and it worked out so well. When we do these weddings and special events with larger scale pieces, we are using florals to help people experience an emotional connection, and people get to create a lasting memory through that. But that’s not a situation that everybody is able to experience,” said Liz of the creation of large installations.

“Flowers are for everybody. Flowers are the earth’s laughter. They help us stay present in the moment and stay grounded. Flowers are just so magical. My gift is to be able to have humans and flowers overlap and have that emotional connection – to help people have a connection with botanicals. It’s so fun to share that with people.”

For more information about Generations Floral Co., located at 124 S. Main St., visit generationsfloralcompany.com or call (870) 919-4562.