seasonally inspired flowers
About
sharing my rural roots
with local community
The Farmer
Sarah Rutherford is the grower behind The Joy Farmer, a seasonally inspired flower farm and creative studio based in Central Otago.
Rooted in rural life and guided by the rhythms of nature, my work is shaped by the beauty found in the changing seasons and a simpler life spent outdoors.
I embrace natural movement, abundance, and the fleeting beauty of what is available locally to create romantic, garden-led floristry that feels relaxed, grounded, and deeply personal, designed to reflect both the moment and the landscape it belongs to.
At its heart, The Joy Farmer is about creating a culture connected to nature, to the land, and to one another. It is an invitation to slow down and find joy in the beauty of the everyday.
The Farm
The cutting garden is located on my family’s high country station in Tarras, found at the bottom of the sun drenched Lindis Valley in Central Otago, New Zealand.
The property has been in my mother's family for over a century and there is a long history of growing, however this is the first foray into cut flowers that I know of. The flowers and foliage are grown along side cattle and merino sheep on our regenerative farm.
I focus on perennials, bulbs and other treasured garden favorites that aren't always easily attainable from the flower market due to our location.
To respect my family's privacy, the cutting patch in Tarras is not open to visit. Flower orders are to be collected from my home based in Wanaka.
Moments at the farm
Contact Sarah
For enquiries, orders or help planning your creative projects, please get in touch.
Just the occasional email when I have something worth sharing — garden musings, growing tips, floral inspiration, DIY wedding advice, and seasonal discoveries.
Wanaka locals can also join a separate list for fresh flower updates, workshops, and those "the dahlias are going wild, come quick" moments.
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A letter from the
garden