Many people discuss faith, but how many genuinely relinquish control and allow their faith to guide them? Over the past three years, my family and I have undergone significant changes, always believing that our faith was strong, and that God had a plan for us. Then, I met Sierra Merrell, the devoted owner and operator of Rogue Rue Flora in Prescott Valley, which prompted me to reconsider my understanding of faith. Her extraordinary journey demonstrates that profound change can be difficult to understand in the moment but, in retrospect, makes perfect sense. The more I learned about Sierra and her story, the more I was struck by the depth and consistency of her faith. So, I ignored the cautionary tale of curiosity and cats, and I reached out to explore the remarkable twists of fate that led Sierra to start a business in an unfamiliar field in a town where she knew nobody, all while raising three children under the age of three as a stay-at-home mom. Sierra’s story serves as a testament to the incredible potential of human resilience and determination when bolstered by unwavering faith.

I am intrigued by the stories behind creative business names. If your business is named Joe’s Plumbing, typically that is a pretty straightforward story on how that particular business came to be named. (No offense to Joe the Plumber.) However, when I heard the name Rogue Rue Flora, I knew there was something interesting happening down at the crossroads of art and commerce.

"Rogue is our first daughter's middle name, Selah Rogue. She inspired the creation of this business. I wanted something I could call my own, something I could balance with raising a child (now three children) and set aside when I needed to focus on being Mom. Rue is a beautiful yellow flower, also known as the 'herb of grace.' Every parent needs to give and receive grace throughout the day. I'm still working on the receiving grace part. Rogue Rue Flora provides me with a creative outlet while also serving as a reminder of the importance of grace in my life."

I am getting ahead of myself here. Fate, it seems, has had a funny way of intervening at every turn in Sierra’s journey. It can be so difficult as a human to understand where your path is taking you. Faith can be thought of as an innate trust that transcends the limitations of human comprehension, allowing us to embrace the inexplicable aspects of existence with courage and grace. Sierra is one of those rare humans who has the ability to quiet the noise, find her true north, and let her faith guide her. As you will read, life quickly began rewarding her faith.

Prescott Days | Showcasing the Best of Prescott Arizona — Photo: Adrienne Reynolds Photography

Sierra's journey has taken her from Minnesota to Alaska, and ultimately to Prescott. The initial move from Minnesota to Alaska represented a gigantic leap of faith. Sierra left her job as a high school special education teacher without guaranteed employment in Alaska. While this decision might make many people hesitate or even cause anxiety (or heart palpitations), Sierra remained at peace, knowing that God was in control.

"Leaving Minnesota's weather was relatively easy; however, parting from my family was an extremely difficult challenge. Nevertheless, I experienced immense peace with my decision to leave. I truly felt God's presence during that process. A week later, my life was packed into my car as I drove through Canada to reach Juneau. In an incredible twist of fate, I met my future husband the day after arriving in Alaska."

Faith will lead you on an unexpected journey to discover what you didn't even know you were looking for. The journey from Minnesota to Alaska was Sierra's extraordinary first leap of faith. Trusting in God, she embarked on a grand adventure and, immediately upon arriving in Alaska, met the man she would eventually marry and start a family with. This remarkable turn of events solidified in Sierra's mind that her faith had not been misplaced.

Sierra figured she would give Alaska a solid year to see if this was where she wanted to plant roots. That year-long trial turned into three years and a new beginning with her husband, Phil. Being outdoor enthusiasts, Alaska checked all the lifestyle boxes they were looking for. Majestic mountains, sprawling glaciers, and lush forests created a breathtaking backdrop for the outdoor activities they loved. However, something was missing. It turns out that something was the sun, which was absent for six months out of the year. The winters in Alaska were brutal and became the impetus for conversations about moving to a climate that was a bit less extreme. For anyone with small children, the prospect of moving to a city where you have no family, and no friends can be downright terrifying. The fear of the unknown was real, mitigated only by their faith that the intuition God was giving them would not lead them astray. In search of common values, a favorable climate, and individual freedom, they identified the Prescott area as the ideal choice that met all their criteria. The only issue was that they had never been there and did not know anyone in the region. With faith as their guide, they viewed these problems as mere obstacles to overcome in the course of their grand adventure.

"We relocated to Prescott sight unseen. This decision represented another gigantic leap of faith for us. As my husband often says, 'When things fall into place effortlessly, it's God's plan.' That's precisely how both moves, from Minnesota to Alaska and Alaska to Arizona, felt for me—easy. After getting settled, we just knew in our hearts that the move to the Prescott area was the right choice. While we miss the family and friends we left behind in Juneau, we feel very fortunate to have found such an incredible, close-knit community of friends within our church and related groups. This relocation has truly been a blessing."

Faith and church are fundamental pillars in the Merrell household. Their active involvement in the Heights Church in Prescott has significantly contributed to cultivating a circle of friends that made the transition to their new life in Prescott Valley much smoother. It also must be mentioned that their weekly "Taco Tuesday" event has reached near legendary status. Some people refer to it as the Merrell Family Ministry. They recently set a new record of 43 attendees at one of their Taco Tuesdays, an astounding number given their two-bedroom, thousand-square-foot home. There is only one rule at Taco Tuesday: Take all you want and eat all you take!

When I learned of the way Sierra entered the floral design business, for some reason, I thought of the ridiculous tradition my brother and I have when it comes to gift-giving on holidays or birthdays. For example, I would not be the least bit surprised if my brother gift-wrapped a can of baked beans he pulled out of his cupboard and delivered to me as a Christmas present. On one of his past birthdays, I may have gifted him a half-used bottle of hot sauce. In my defense, it was really good hot sauce that I got from a farm in Louisiana. Clearly, in my family, it is the thought that counts. As I learned, though, Sierra and her family do things a bit differently. Her initial foray into the world of floral design came when her brother gifted her a course for her birthday.

"My brother and I came up with the idea of giving experiences instead of material gifts years ago, and the concept has since been embraced by more of our family members. Shortly after moving here, my brother Luke gifted me a spot in a floral design class in the Valley. I had such a fun time letting the creative juices flow! At the end of the class, the people putting it on actually offered me a job working for them as a floral designer. That recognition of my initiative and eye for design gave me the courage to keep trying my hand at floral design and eventually to start my own business."

Sierra was on the path to building her future down on the corner of Art and Commerce streets. She decided to make the process formal and attended the Floral Design Institute in Portland, Oregon, which provided her with a solid foundation for her craft. The education she received there added to the knowledge base that she needed to complement her natural creativity and enthusiasm for design.

Rogue Rue Flora was born, and Sierra was off to the races. It should be mentioned that she has come full circle and now provides her own floral design classes, combining her botanical engineering skills with her years of teaching experience.

"I teach classes out of my home, in others’ homes, and at businesses. I have so much fun doing these classes, as it lets my old teacher brain come out and play! I try to stay seasonal and keep the pieces relevant, so depending on which holiday is approaching or what season we are in, I will teach classes such as pumpkin arrangements, a Thanksgiving centerpiece, a holiday boho wreath, an Easter basket door decor arrangement, a Mother's Day bouquet, etc. These have been really fun. I love doing events like these, so if you're interested in hosting or attending, please reach out!"

in addition to the floral design classes, Sierra offers a versatile floral membership package with four different monthly subscription options. Customers can choose from a wrapped bouquet or three distinct vase arrangements—small, medium, or large—priced at $50, $75, $100, or $125, respectively. All arrangements are the designer's choice and are delivered on the third Wednesday of every month. To minimize waste and cost, Sierra recycles the vases for those who opt for vase arrangements. Each month, she picks up the previous month's vase during delivery, ensuring a clutter-free home or business and lower subscription costs. The monthly subscription is a perfect way to ensure your business or home is always beautified with a fresh floral design.

At Rogue Rue Flora, freshness takes center stage in every arrangement that Sierra creates. She places a high priority on sourcing her flowers locally whenever the season allows, ensuring top-notch quality. As I delved into her meticulous process, I was amazed by the numerous steps involved in transforming a simple box of flowers from a farm into a beautifully delivered bouquet. The complexity of the process truly highlights Sierra's expertise and dedication to her craft. In light of her intricate approach, I believe a more fitting title for Sierra would be "Botanical Engineer."

"I'm truly passionate about working with and supporting local flower farmers in our area whenever possible. However, our climate doesn't always allow for a year-round local flower supply. As a result, I've established a relationship with a trusted flower wholesaler in Phoenix, which is an excellent source for specific flower types or during the off-season when local options are limited. When the flowers arrive, I meticulously process them according to the unique requirements of each variety. Different flowers demand different methods of processing, and understanding how to handle each one during the design process is crucial for ensuring that the blooms last as long as possible. It goes far beyond simply making a cut and adding fresh water; it's an art that requires attention to detail and a deep appreciation for the natural beauty contained in a flower."

As I mulled over the rigorous culling process Sierra puts her flowers through, I was reminded of a quote by the famous French aristocratic author Antoine de Saint-Exupery. He once wrote, "Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away." A more fitting description of Sierra’s process and style, I could not imagine.

In any business where creativity plays a role, a balance must always be struck between the artistic and the realistic sides of things. The intersection of art and commerce is littered with the hulks of past businesses that did not get that formula exactly right. Sierra seems to have the formula, so I dug in a bit on her version of artistic vs. realistic.

""Making a living in the floral business can be quite challenging, especially after the significant changes that took place in the industry following 2020. Flower prices have skyrocketed, forcing florists like me to either raise our prices or take a hit on our profits. Neither option is particularly appealing. One of the things I love about being a florist, however, is the uniqueness each of us brings to our craft. We all have our own styles, methods, and creative flairs, which transform our work into a form of art. I recognize that not everyone will be drawn to my particular style or approach, and that's okay. Embracing our differences as artists and designers is essential. The world is full of diverse tastes and preferences, and that's what makes it so vibrant and interesting. Imagine how dull the world of flowers would be if everyone appreciated the same style, methods, and creative expression."

Despite facing the difficult choice of either raising prices or accepting reduced profits due to soaring flower costs, Sierra continues to focus on delivering the highest quality arrangements to her clients. Embracing a minimalist, unique style in her floral designs, she balances elegance with simplicity, transforming each arrangement into a one-of-a-kind work of art. Sierra's keen eye for detail ensures that her personalized floral creations truly stand out.

Sierra had never thought of herself as overly "artsy," or even that creative for that matter. This is a theme I have come across multiple times when interviewing people who incorporate art into their businesses, and it continually fascinates me. It begs the question: did starting her new business force Sierra to examine and foster a creative and artistic nature? Or did the subconscious need to create and design somehow lead Sierra down a path that would allow her creative nature to flourish? I suspect fate and faith play a more influential role in everyone’s lives than we realize or care to admit.

"I still find it surprising I ended up opening a business that requires such creativity! Sometimes I still have doubts about my artistic ability. To counter those feelings, I like to try to exercise my creative brain by taking a random item, such as a tumbleweed, and seeing what I can do with it. Mother Nature has so many tools to use. You just have to be a little creative and take a chance sometimes. I would say my style falls into the "bespoke" category. Boho is a trendy term for that style. My designs tend to be more organic and loose, with lots of negative space. When the budget allows, I like to use just flowers and no green foliage. I think this gives a more dramatic look."

The most satisfying aspect of floral design for Sierra lies in the uniqueness of each creation. With a myriad of options in color, texture, shape, and size, she finds the process consistently engaging and refreshing. Every design is tailored to the available materials or the customer's preferences, making each a novel experience.

In recent years, I have observed a noticeable societal shift. The pandemic has sparked a surge in individuals tapping into their creativity and launching home-based businesses. A significant portion of these new direct-to-consumer ventures are helmed by stay-at-home moms who have opted to monetize their spare time and skills. Sierra Merrell and Rogue Rue Flora exemplify this emerging talent monetization economy, as I like to call it. I was intrigued to learn how Sierra balances her responsibilities during the busy season of weddings and summer events. Additionally, I sought her insights and advice for stay-at-home parents considering turning their talents into a source of income.

"Protect the time that you set aside for work. Learn how to communicate with your spouse. For me, establishing a schedule and communicating my needs with Phil on days when there is a lot of processing or design work has been invaluable. Adhering to the time set aside makes a significant difference. Admittedly, as the business grew, it was difficult to stop working and make sure the kids weren’t just stuck in front of a screen, but that's the reality of being a stay-at-home mom and business owner. Allocating time effectively makes it easier to determine what bookings you can accept. It's rewarding to take events or wedding bookings based on when I want to work and when it suits our family's schedule."

Time management, communication, and life balance. Easy to articulate, difficult in practice. Sierra credits her faith with helping her maintain the discipline necessary to achieve a good work, family, and life balance. They say life rewards action and bestows upon those who dare a sense of purpose and fulfillment. Spend five minutes in the Merrell household, and you will see the physical manifestation of that sentiment.

As an interesting thought experiment, I like to ask business owners what advice their present-day selves would give their past selves. What would you say to Sierra, who just came up with the idea of Rogue Rue Flora? What advice could future Sierra impart on Sierra of today?

"If I could give advice to Sierra from years ago, I would tell her to keep her faith in God, pursue something she is truly passionate about, and ensure there is space for family time. I would encourage her to have faith in her art and show grace towards herself during the learning process. As far as what advice future Sierra would give my present-day self, I believe that when facing challenges like working around young children and family schedules, my future self would remind me to cherish those moments and fully embrace them, as they won't last forever. Future Sierra would advise me to take it all one step at a time, knowing that the only constant in life is change."

Future Sierra's insights are truly profound! I recently came across a podcast where the speaker shared a powerful perspective for those moments when our children are testing our patience. He suggested imagining ourselves at 80 years old, with the chance to travel back in time and relive the next thirty minutes with our children. In that context, even if they're acting unruly or making it difficult to focus on work, we would cherish and soak up every moment spent with them. Future Sierra's wisdom resonated with me and made me think she has a future in podcasting in addition to floral design.

Even the Good Lord took a day of rest, and the Merrell family is no different. A perfect day off for Sierra and co. begins with the little ones snuggling in bed with Mom and Dad, followed by Dad whipping up a delicious eggs Benedict breakfast for Mom. (Atta boy Phil!) Sierra shared with me that their children love visiting Home Depot on their days off, and they often cap the day with a stroll to their local park. It's no surprise that Home Depot is the order of the day, given that both Sierra and her husband are so talented at creative design. (Phil is an extraordinary woodworker.)

"I really enjoy cooking when we stay in. So, we might end the night with others coming over for a game night or watching a movie while sipping a much-deserved glass of red wine. If I can convince a babysitter to watch three little ones under three, our favorite spot to go out and eat is El Gato Azul. Yum. We like to order new things each time from their tapas menu. We still have yet to try everything. It is always so delicious, and the atmosphere is just perfect for a date, day or night. We also crave the pizza and tiramisu at Limoncello’s. They have a pizza there with shrimp and pesto that is my favorite! After eating somewhere, we like to drive around looking for houses in different neighborhoods. Is there any better date night when parents are adulting?"

Sierra's dedication to her craft and her passion for floral design are evident in every arrangement she creates at Rogue Rue Flora. Her unwavering commitment to freshness, coupled with her unique artistic flair, truly sets her apart in the industry. As a botanical engineer, Sierra has not only built a thriving business but has also brought joy and beauty to countless clients through her exquisite floral creations. As her journey continues to unfold, Sierra continues to let her faith guide her. So the next time you have a need for a floral arrangement, put your faith in Rogue Rue Flora; you will not be disappointed!

You can find Sierra and Rogue Rue Flora on Instagram HERE. Give her a like and follow to see her amazing time-lapse floral design videos!