We’re all just looking for our place in the world.

The Story Of grew out of a need, both personally and professionally, to carve a unique niche in the flower industry; which can feel surprisingly cold, wasteful and impersonal if you don’t have the right guidance.

We feel a calling to provide people with access to something so essential to the human experience - beauty through nature. We all have a lens through which we see the world. Ours is through the poetry of our natural surroundings; through petals, leaves, stems, roots and seasons; through the parts just as much as the whole.

Meet Whitney.

Whitney Schedeler is the heart and soul of The Story Of, which speaks to the type of magic that takes place here. When founding her company, Whitney dedicated herself to every iteration, welcoming each metamorphosis until it blossomed into what it is today: the tangible, unfurling, finely curated embodiment of the stories of others. Using floral and botanicals as her medium, Whitney devotes herself to telling your story through the use of colors, textures, shapes, and movement of the natural world.

After graduating with a degree in Urban Planning and a minor in Sustainability, Whitney moved from Arizona to Colorado. Working in a local flower shop, she developed her personal style after years of experimentation, eventually overseeing the design for photo shoots and events. “I had to grow and learn from my peers to gain technical skills, but I had a hand in the design of the shoots – from the conception of the color palettes, to the style and the mood. Working with clients opened my eyes to the real need for attentiveness and tailored storytelling in the event industry, as opposed to the pervasive style-matching approach, which can feel detached or overly trendy.” Propelled by the belief that the events that mark our most important days on earth ought to be a direct reflection of ourselves, the idea for TSO was born.

A self professed student of duality, Whitney effortlessly combines aesthetics and sustainable sciences. The idea is that arrangements should be as ethically sourced as they are beautiful. Whitney’s ability to curate a mood or encapsulate a moment with seemingly simple floral structures is among her greatest strengths. Her choices are pure and true to the language of flowers, but there is always room for magic or flights of fancy. “I love hellebores. They are so delicate, but they are also the first sign of spring. It is all about earth in rebirth. Palm fronds are strong and versatile and they bring to mind my connection to the desert. Recently I’ve also grown fond of lady slipper orchids. I’m pretty sure they are where fairies go to bathe.” Not one to leave anyone out or overlook others, Whitney is quick to add, “And don’t forget the humble carnation. She is underrated but generous with all her petals and forgives you when you f*ck up.”

After honing her skills and sowing the seeds for what would become The Story Of Flowers, Whitney married her wife on May Day 2018 in Iceland, surrounded by waterfalls and her immediate family. A year later, the newlyweds adopted a naughty little rescue pup named Roo. Currently, her family of three resides in a flower filled home in Denver where she finds inspiration from her favorite films, art (both fine and street), architecture, interior design, fashion, and seasonality. “Seasonality is an expression of time and place. When you look back at your events and your photos, you will have a perfect expression of the moment.”