Marianne Diorio’s favorite flowers are peonies. 

She also likes celosias (the feathery kind, to be clear) and snapdragons, as do her neighbors, whom she’s going to often message when she re-ups on the latter at her roadside flower stand, called Superflowers, on Shelter Island, N.Y.

Formerly the senior vp of worldwide communications on the Estée Lauder Cos. for 30 years, Diorio is now an independent beauty industry consultant and entrepreneur (or as she calls it, “fleurtrepreneur”).

“Being in nature is a really humbling and provoking experience,” said Diorio, who first became fascinated about gardening during her 30s. It was around that very same time that her husband, photographer James Wojcik, bought a house on Shelter Island, where the pair now spend the higher a part of the 12 months once they’re not in Latest York City. 

Wojcik, who Diorio calls her “soil mate,” handcrafted the Superflowers stand, and operating the business stays a collaborative effort between the 2 of them to this present day. Said Diorio, “He’s far more of the scientist behind it, and I are inclined to be the one who goes ‘Well, those flowers look pretty in a bouquet.’” 

With a garden that’s roughly 3,000 square feet, or because the enduring city dweller in Diorio puts it, “the scale of a really, very large Latest York City apartment,” Diorio and her husband grow vegetables like rainbow kale, leaf broccoli and arugula, along with ornamental plants similar to lavender and zinnia. 

Within the weeding and maintenance of her literal, physical garden, Diorio has gleaned a deeper understanding of which facets of her metaphorical “garden” to prioritize and cultivate.

“Gardening is such an analogy for all times,” Diorio said. “Sometimes the belongings you nurture greater than anything don’t necessarily succeed, and sometimes the belongings you leave alone just grow like wildflowers.” 

On average, a generous bunch of Superflowers goes for $25. Diorio accepts payment via money and, on the behest of her daughter, Venmo (because “money is passé” — obviously). 

“On Shelter Island, there’s very much of a culture of honor stands,” said Diorio, noting the prevalent roadside stands in her community offer goods spanning a big selection of categories.

While there could also be more seasoned players in her local honor stand arena, Diorio brings her own distinctive flair to her growing business, noting of her approach, “I needed a degree of difference; I can’t grow fields and fields of sunflowers or any of that, so I try to decide on things that may be a bit bit more area of interest or unusual.” 

Along with running the stand, one other aspect of Superflowers that sparks joy for Diorio is curating floral arrangements for personal events. 

“Most individuals say ‘Do whatever you think that is great,’ and that’s wonderful — that’s a freedom you don’t get in a job once you’re working for any individual else,” said Diorio, whose business Instagram is @superflowers47.  

The multihyphenate can be consulting for Glow Beauty Fuel, a latest company founded by Stila cofounder Maren Jensen, which offers vitamin, collagen and hyaluronic acid-infused protein bars that seek to advertise outer beauty through inner well-being.

“In addition to all of the wonderful topical things that we placed on our faces, there’s also this other part to beauty that’s about what you’re ingesting, and sweetness from the within out,” Diorio said of Glow Beauty Fuel, which also offers hibiscus flower-infused bars for brightening and skin elasticity.  

It’s Superflowers, nonetheless, which takes up most of her time in the summertime — and for which the support of Diorio’s local Shelter Island community is half the fun, whether persons are stopping by to make a purchase order, strike up a conversation or just an Instagram-worthy photo op.