St Florence sits on the River Ritec that flows 4 miles (6 km) eastwards to its estuary in Tenby.

The river was navigable by small vessels as far upstream as St Florence until the 19th century when it silted up as a result of local land reclamation.

[6] The 12th-century parish church is dedicated to St Florentius; it was restored in the 19th century, and is a grade II* listed building.

[7] In the church is a memorial to Robert Ferrar,[6] the Protestant Bishop of St Davids, who was burned at the stake at Carmarthen during the reign of Mary in 1555.

East of St Florence on the north bank of the river is Ritec Fen, a Site of Special Scientific Interest (SSSI).