New flower shop sprouts in former Richmond ice cream shop

Field Floral owner Lee Matalone
Posted at 8:06 AM, Jun 14, 2023
and last updated 2023-06-14 10:15:22-04

RICHMOND, Va. -- An Arts District storefront has traded soft serve for floral bouquets. Field Floral Design opened May 1 at 311 W. Broad St., where ice cream shop Charm School previously operated. It marks the first brick-and-mortar store for Field Floral owner Lee Matalone, who started her business about two years ago out of her then-home in New Orleans, organizing pop-ups and working at hotels, weddings, and other venues and events.

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