Today we’d like to introduce you to Jane Hogue.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My flower journey officially began in 2020, when my husband — worried that I spent all my time doing things for our family and not for myself — surprised me by signing me up for “flower school.”
But really, it began much earlier. It started with afternoons spent at the flower shop next door to my dad’s marine hardware store, gardening with my grandparents, going to interior design school in my twenties, and a lifelong love of color, creativity, and connecting with people.
Completing my floral design certification through the AIFD during COVID took about two years. When I finished, I was lucky enough to find a job as a designer — my first job outside the home in more than a decade. What I discovered was that all those years of managing a household and raising a family had given me incredible skills: speed, adaptability, organization, and the “soft skills” that help you thrive in any environment.
After two years working with a team, I began to see cracks in the system — and realized it was time to take a leap of faith. I decided to open my own shop, Spring Flower Market, in August 2024.
It hasn’t always been easy, but it has been deeply rewarding. The business has grown steadily, and in the past two months we’ve added two coffee shop locations. These coolers are open during the same hours as their host shops and are always stocked with fresh grab-and-go arrangements. Customers can also order online, and once their flowers are designed and delivered, they receive a text and email letting them know their order is ready for pickup — saving the delivery fee while enjoying a beautiful bouquet made just for them.
We also deliver throughout most of North Houston, seven days a week. About 90% of our designs are created in our private studio, but most Saturdays you’ll find me at our Magnolia location — designing, chatting, and connecting face-to-face with customers. Those conversations, and seeing people light up around flowers (and our candles, plush gifts, and dried flower terrariums), are my favorite part of this work.
Spring Flower Market has truly become a reflection of everything I love: creativity, connection, and the joy of bringing beauty into everyday life.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No, it hasn’t been a smooth road.
To be honest, I can only vaguely remember all the challenges from those early days — probably because there were so many. I had to re-learn technology after a decade of not relying on it, build a website from scratch, fill it with products, build and pay for coolers, and figure out all the behind-the-scenes logistics that make a flower shop run.
But the hardest part hasn’t been any of that. The hardest part has been building awareness and trust with customers.
Right now, I’m probably the most nervous I’ve ever been. The cost of goods keeps rising, and adding two new locations means more rent, more bills, and a lot more faith that the business will continue to grow.
When I opened the Magnolia shop, I changed the address from “Spring, Texas — no fixed address” to “Magnolia,” and business suddenly dropped off. The funeral homes and customers I’d worked so hard to build relationships with now saw me as a “Magnolia florist” instead of a “Spring florist.” In reality, we had added a location — not replaced one.
So I opened the Spring coffee shop location to bring that balance back. It seemed like a great solution — until my first one-star review came in because a customer couldn’t find the flower case inside the coffee shop. My “brilliant” idea to partner with local businesses and make things easier for customers got off to a rocky start.
Advertising has been another uphill climb. It’s expensive, and it doesn’t always deliver the return you hope for. Figuring out where, when, and how to advertise effectively sometimes feels like tossing money into a void and hoping something blooms.
Still, even with all the challenges, I believe in this. Flowers connect people. They bring joy, comfort, and beauty — and that’s what keeps me going
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
The floral world has so many specialties, and my focus is on helping people celebrate life’s everyday moments — the birthdays, anniversaries, “just because” surprises, proms, homecomings, and even the tender moments of saying goodbye.
I specialize in everyday floral design and sympathy work, and I also take on a few weddings each year — usually around three — with no minimums. Whether it’s a full wedding or a simple courthouse ceremony, I love helping couples make their day beautiful.
If I had to pick a favorite area, I’d say funeral and sympathy work holds a special place in my heart. It’s an honor to create heartfelt designs for families during such difficult times — arrangements that reflect love, respect, and remembrance.
What truly sets my work apart is the care that goes into every step, long before the arrangement ever reaches the recipient. I have the privilege of sourcing flowers directly from Houston’s top wholesalers and from select farms around North and South America. Every single bloom that comes through the door is personally hand-selected by me — something I hope never changes.
Once the flowers arrive, they’re inspected, cleaned, hydrated, and stored at 38°F until an order comes in with someone’s name on it. From there, I choose the perfect vase and design the arrangement with both the sender and recipient in mind — because they are both my clients, and I want each to be proud of what’s created in their name.
After every arrangement is completed, the water is changed and a commercial-grade flower food is added to help the blooms thrive. We pride ourselves on exceptional vase life, which means every order follows the same careful process — sanitized tools, clean buckets, and the freshest product we can get our hands on.
In addition to our daily floral work, we also offer floral design classes and have a flower cart available for special events — perfect for weddings, showers, or community gatherings.
Every bouquet that leaves Spring Flower Market carries the same promise: quality, care, and a little bit of heart in every stem.
Can you talk to us a bit about happiness and what makes you happy?
For me, it’s simple — I love making customers feel proud of the gift they’ve sent and seeing the joy it brings to the person receiving it. I know no one needs flowers, but I truly believe everyone deserves them.
Pricing:
- We have arrangments at every price point starting at around $15 so there is something for everyone!
Contact Info:
- Website: https://www.springflowermarket.com
- Instagram: https://www.instagram.com/springflowermarket/?hl=en
- Facebook: https://www.facebook.com/profile.php?id=61560357338360
- Yelp: https://www.yelp.com/biz/spring-flower-market-spring
