The Language of Flowers on Nantucket
A Season-Long Collaboration by Hafsa & Co x 21 Broad + 76 Main
Over the past year, I’ve been working closely with the boutique hotels 21 Broad and 76 Main, alongside General Managers Richard and Amanda Jardin, on a deeply personal, immersive, season-long campaign. The properties are owned by Bruce Percelay, philanthropist and owner of Nantucket Magazine and Nantucket Current, whose commitment to storytelling and community makes this collaboration especially meaningful.
From April through October, guests will experience The Language of Flowers on Nantucket, a campaign that reflects the island through its most iconic blooms as they naturally unfold throughout the season. Each month highlights a specific flower, offering a living expression of Nantucket’s landscape at that exact moment in time.
These blooms are brought to life through floral design, storytelling, guest amenities, and thoughtfully curated activations within the hotel spaces. Guests will receive a collectible, postage-style card each month featuring the flower of the moment, along with its meaning and symbolism, a small keepsake to mark their time on the island. Naturally, April begins with the daffodil.
A cornerstone of this project is collaboration. I’ve partnered with my dear friend, photographer, and artist Meredith Hanson to create custom watercolor artwork for the campaign. Meredith’s work is instantly recognizable, from Elin Hilderbrand’s The Blue Book to Nantucket by Design. It was essential to me that this project reflect the island not only through its flowers, but through the artists and makers who shape its identity.
This season, guests will also have access to brand new Sole' bicycles, inviting them to explore the island at their own pace. In tandem, we’ve created custom walking and biking maps that guide guests to our favorite places on Nantucket, highlighting local businesses and revealing where each month’s featured blooms can be found in their natural environment.
Throughout the summer, Hafsa and Co. will host a series of curated activations in partnership with brands such as ChappyWrap, Business & Pleasure, The Floral Society, Boll & Branch, and more in-store! These experiences are designed not only for hotel guests but for the broader Nantucket community, creating meaningful opportunities to gather, connect, and engage with the island in a more intentional way.
At its core, this campaign is about immersion. It’s an invitation to experience Nantucket as it truly is, through its seasons and its stories. People travel from all over the world to see this island in bloom. This year, the only question is which month to choose.
xo H
Highlighted Flowers of the Month
April - Daffodil
May - Cherry Blossom
June- Lupine & Rosa Rugosa
July - Climbing Roses
August - Hydrangea
September - Dahlia
October - Goldenrod