Dee Hall Goodwin is a Norfolk, Virginia-based florist and urban farmer dedicated to the art of locally grown, seasonal blooms. Inspired by her grandmother’s lush garden in St. Lucia and her own childhood plot in Brooklyn, Dee founded Mermaid City Flowers to bring a unique, nature-rooted approach to floristry. Her work celebrates the beauty of each season, with flowers grown on community-sourced plots across Norfolk, blending eco-consciousness with artistic expression.

Through her thoughtfully curated workshops, intimate wedding designs, and sustainable floral projects, Dee brings a natural, organic touch to everything she creates. Her commitment to community extends beyond her studio—she founded the Tidewater Flower Collective and Black Flower Farmers to support local growers and create space for and amplify diverse voices in the floriculture industry.

In addition to her floral work, Dee serves on the Norfolk Botanical Garden’s President’s Council of Inclusion and Diversity and the Garden Club of America’s Common Ground Committee, supporting initiatives that foster inclusion and sustainable practices in horticulture.

With each project, Dee hopes to inspire others to view floristry as a meaningful blend of nature, art, and legacy. Her work has garnered recognition in numerous publications including Timber Press’ Black Flora, Garden and Gun, and Country Living Magazine.