Street Style: Meet Kendall Rife
A lifelong Alexandrian, Kendall Rife grew up just minutes from Belle View Shopping Center, a beloved one-stop destination off the George Washington Parkway that she and her mom visited often throughout her childhood. Tucked inside the center was a store that became a go-to for her family: The Virginia Florist, a floral and gift shop where anything you needed for an event, birthday, housewarming, or just-because celebration could be found.
When Kendall turned 16, she was thrilled to get her license and eager to start working. It came as no surprise that her mom suggested she apply at The Virginia Florist—and as they say, mother knows best.
A few days later, Kendall walked into the shop while the owner, Kevin Green, happened to be there. She managed to fill out an application and leave with a job on the spot, beginning what would become a long-running chapter working there throughout high school and even picking up shifts during college breaks.
While at George Mason University, Kendall initially studied psychology before pivoting to accounting, a move that would shape the next chapter of her career. She went on to work in public accounting and later venture capital, but flowers never fully left the picture. Kendall continued arranging on the side, helping with weddings, dinner parties, and events to keep the skill alive even as her professional path moved in a different direction.
“I always knew I wanted to have my own business,” Kendall says. “Corporate life just never felt like the end goal.”
That entrepreneurial instinct led her to co-found Moneta Accounting, an accounting and bookkeeping firm she runs alongside her mother, Jean Kernus. The partnership allowed Kendall to combine her CPA background with the flexibility and independence she had been seeking, while still leaving room for something else.
That “something else” arrived unexpectedly, and at exactly the right moment.
Meet Kendall Rife
Self-styled
Shoot Location: The Virginia Florist
Photography: Renée C. Gage
In 2022, after welcoming her first child, Kendall stopped by The Virginia Florist to introduce him to the owners. Half-joking, she mentioned that if the business was ever for sale, she’d be interested in buying. To her surprise, Mr. Green said it was something he had been considering. The timing wasn’t right then, but two years later, and while Kendall was pregnant with her second child, Mr. Green reached out to say he was ready to move forward with selling and wanted to see if she was still interested.
This time, the stars aligned. With the support of her husband and family, Kendall officially took over The Virginia Florist on January 1, 2025.
Founded in 1957, The Virginia Florist has had just three owners in nearly 70 years. Kendall is keenly aware of that legacy and deeply committed to honoring it.
“At its core, the business is the same,” she explains. “The goal wasn’t to change everything. It was to freshen it up.”
Since taking ownership, Kendall has focused on evolving the shop’s look and feel by introducing new brands, rearranging the space, and subtly shifting the vibe to welcome a younger generation of customers while still honoring longtime regulars. The floral offerings remain a core pillar to the business–designed for one-off gifts, weddings, corporate events, and more. The masters behind the floral designs and many of the staff are the same from decades before, creating continuity alongside thoughtful change.
“It’s about making the store feel more current without losing what made it special to begin with,” she says.
For Kendall, owning The Virginia Florist isn’t just about flowers or retail. It’s about community and coming full circle.
“I would do it 1,000 times over again,” she says. “It’s what I’ve always wanted, and I’m so grateful I had the opportunity to do it.”
ABOUT KENDALL
Your neighborhood: Kirkside
Your hometown: Alexandria, VA
What would surprise people about you? I am a CPA and also a florist, sort of opposite ends of the spectrum
Guilty pleasure: Reality TV, especially Bravo shows ;)
Latest binge-watch: His & Hers
Bucket list travel destination: Bora Bora
STYLE
Define your style: Comfortable and relaxed but I love to sprinkle fun things in. I am a mom to two boys under 4, so being able to move freely and easily is crucial for me!
The go-to piece in your wardrobe: I’ve been loving wide leg jeans with a cute boot and a comfy sweater for the cold weather.
Beauty product you can’t live without: I started using eyelash serum over the past year and can now achieve the look of a lash lift without having to actually get one - it’s magic!!!
Boots, dress shoes or sneakers? Boots
WELLNESS
Go-to way to de-stress: Step outside and get some Vitamin D
Favorite way to stay active: I’ve been loving Pilates or going for walks
Wellness goal: To get more restful sleep. Ambitious goal when you have two toddlers :)
Want to try: Getting into running more
Proudest wellness achievement: For the past 7 months I’ve been very consistent with my workouts
HOME
Favorite room in your home: The Kitchen! It’s definitely the heart of our home and where everyone gathers. I also love to cook.
Antiques, modern, or a mix? I love a mix of modern and more antique style pieces. I think it gives the home character and uniqueness while still being homey.
Last item you bought for your home: I bought 2 antique sconces from Urban Redeux that are now hanging in my staircase
Favorite way to entertain: We love to have our family and friends over quite frequently. I love a casual BBQ where we are all just hanging out, eating, drinking, and enjoying each other’s company but I also love to throw an elevated dinner party with a fun tablescape and plated dinner. Those are less frequent, but fun when we get a chance to do them.
Clutter-free or well-lived in? 50/50!
Next planned purchase: A new front door (which I’m actually so excited about)
ALEXANDRIA
What do you love about Alexandria Stylebook? I love how Stylebook connects so many local businesses, especially female owned businesses, and highlights their services and achievements. It feels like such a great way to support each other!
Favorite spot in Alexandria: Downtown Old Town
Your go-to shop: The Virginia Florist :)
Best food spot: I have so many favorites it’s so hard to pick one……..but one of my go-to’s is Mia’s. I’m a huge Italian food fan!
Favorite local organization: Animal Welfare League of Alexandria. They do such amazing work.
Annual Alexandria event you most look forward to: I love the art festival!
