Back in the late 1980’s, when East Quogue resident Cathy Seelinger was working in the corporate world as a computer programmer, “back when computers were the size of a room,” she says, she knew it wasn’t quite right for her.
Seelinger, originally hailing from the Huntington area, wasn’t happy with the corporate life she was living, always knowing deep down she had a creative itch to scratch.
“I always kind of had this bug in me,” Seelinger says. “I wanted to be a florist. I don’t know where it came from.”
As the now-owner and operator of Roses and Rice, the aptly named flower shop and boutique situated on the southern side of Montauk Highway in downtown East Quogue, Seelinger not only has satisfied that itch, she’s created one of the hamlet’s most longstanding anchors for its don’t-blink-or-you’ll-miss-it main drag, while providing her community with flowers for all of life’s occasions, big and small.
Initially setting out as a self-taught florist, honing her craft from a specialized BOCES course, peppered with unbridled enthusiasm, Seelinger left her job and began working in a local flower shop.
“I had no experience whatsoever,” she notes. “They just put me in the greenhouses and on the days the owners were gone, the girls who were the florists would let go into the flower part of it and make arrangements. That’s kind of how I learned.”
Soon after, Seelinger moved out to the East End and landed a job at Frankenbach’s, a historical family garden center and Christmas tree business in Southampton. While there, she was able to learn quickly the ins and outs of the floral business, just in time for her to help a friend in need.
“While I was still at Frankenbach’s, I had a friend getting married,” she says. “I told myself, ‘I think I can do this,’ so, I did. And that’s when I started Roses and Rice. From my living room.”
And its all been for the love of flowers ever since. Offering myriad options for weddings, proms, funerals, birthdays and holidays as well as a thriving boutique featuring everything from last minute gift ideas to clothing and accessories to live plants and home goods, Seelinger’s Roses and Rice is the approachable, unpretentious, non-bougie flower shop that delivers, year-round.
Roses and Rice in East Quogue expertly combines floral design with boutique goods perfect for gifts and at-home collectibles. (Photo credit: Emily Toy)
Sourcing flowers from all over the world, Roses and Rice offers floral design services to Aquebogue, Center Moriches, East Moriches, Eastport, East Quogue, Hampton Bays, Quiogue, Quogue, Southampton, Westhampton, Westhampton Beach, Westhampton Dunes, Remsenburg, Riverhead and Speonk.
While the market has certainly changed since she opened over three decades ago, Seelinger says its her down-to-earth, straight-shooting way of doing business that keeps her business bustling.
“I think it’s the service that distinguishes us, ” she says. “You know, people can call us that morning and order flowers for their wife or whatever, and know that they’re going to get something beautiful. It’s going to be wrapped beautifully. It’s going to be correct. It’s going to be delivered when it says it’s going to be delivered. So, it’s kind of for our customers. They feel very comfortable with us. After 32 years, I feel like I pretty much know everybody who goes into the store.”
Roses and Rice Flower Shop is located at 481 Montauk Highway in East Quogue. Open Monday through Saturday from 9 a.m. to 6 p.m. Call 631-653-4910 for more information.
