Half of all working New Yorkers are foreign born

Joe’s Florist on Instagram is not actually an official Trader Joe’s florist at all. Rachel, the New York City woman behind the account that has amassed 245,000 followers (plus 37,000 on TikTok), works in the tech industry and makes bouquets as a hobby. "My earlier career was more creative pursuits, but now it's a more tech-heavy space, so I was looking for something creative to fill that hole,” she said. “It had been a while since I flexed that muscle, so I was intimidated to go back to painting or something like that, so I went to flower arranging." Rachel relies on flowers from Trader Joe’s because they are among the most affordable; she shows her followers how to combine the low-cost bundles of flowers into beautiful arrangements that look much more expensive than they are. Rachel also offers tips and tricks and answers floral arrangement questions from her commenters.
READ MORE