The Evolution of a Florist: How I Became a Wedding & Event Florist in San Francisco
When couples or planners ask how I learned flowers, the truth is there wasn’t one single class or moment where it all happened. My floral education has unfolded over the past nineteen (!!) years through a mix of hands-on shop work, freelancing with other designers, mentorship, and ongoing education. Layered on top of that is my corporate 9–5 background, which gave me the organizational and business skills to pair with my creative passion.
I’ve really loved blending creativity and professionalism as a wedding and event florist in the San Francisco Bay Area. My specialty is bold, modern, and sustainable floral design — while also giving clients and planners a high-touch, seamless, and trustworthy experience.
Here’s a look at my journey and the lessons I’ve picked up along the way.
1 - Flower Shop Foundation: Learning by Doing
My first job at 16 was in a local flower shop in Pennsylvania. I answered phones, took orders, swept floors, broke down boxes, processed stems, memorized flower names, and eventually designed for walk-in customers. It wasn’t glamorous, but it was essential. That early experience taught me the fundamentals of floristry — and lessons that still shape the way I design and run my business today.
Here’s what I learned:
Stem conditioning & flower care: Processing and handling flowers so they last longer is a skill that translates directly to creating high-end, long-lasting arrangements for weddings and events.
Design & arranging basics: Even simple hand-wrapped bouquets taught me about proportion, balance, color theory, and texture — all foundational to bold, impactful event designs.
Workflow efficiency: Observing the “behind the scenes” of a busy shop showed me the importance of systems and time management, critical when running large events.
Problem-solving on the spot: Managing last-minute orders and walk-ins taught me to think quickly and adapt — a skill I rely on when time is tight on event days.
Professionalism under pressure: Staying composed during peak times and holidays like Valentine’s Day instilled poise, confidence, and calm — qualities that ensure a stress-free, high-touch experience for clients.
Customer service essentials: Active listening, clear communication, kindness, and confidence are all skills I carry into every client interaction, ensuring couples and planners feel heard and understood.
Organization & prep: Preparing workstations, recipes, and materials showed me the importance of a clean, organized workspace — essential for installations at luxury venues.
Humility & patience: Sweeping floors, cleaning buckets, and tackling those often unseen tasks taught me that every role matters — and instilled the work ethic required to run a collaborative, client-focused business.
Learning by doing forced me to get my hands dirty, master the fundamentals, and understand what it really takes to run a floral studio. Those early lessons in work ethic, customer service, and meticulous preparation still anchor my work today — whether I’m interpreting a client’s vision, managing a production team, or executing a smooth install on the big day.
When I moved to San Francisco, I barely knew anyone. I was working a 9–5 in tech and had free weekends, so I rediscovered flowers by freelancing for other florists.
Freelancing quickly became a crash course in all aspects of floral design and event production.
2 - Floral Freelancing in the Bay Area: Expanding My Creative Toolbox
When I moved to San Francisco, I barely knew anyone. I was working a 9–5 in tech and had free weekends, so I rediscovered flowers by freelancing for other florists. Freelancing quickly became a crash course in all aspects of floral design and event production — a period that expanded both my technical skills and my confidence as a designer in the San Francisco Bay Area.
Here’s what I learned:
Techniques & mechanics: I experimented with new arranging methods, large-scale installations, and creative foam-free structures. Learning how to safely and effectively build complex designs became second nature — now a skill essential for luxury weddings and events.
Luxury seasonal ingredients: Working with premium, seasonal flowers local to the Bay Area and Northern California showed me the beauty and potential of sustainable, high-quality ingredients. I learned what works best for long-lasting arrangements, guiding many of my design decisions today.
Venue fluency: From private estates to grand San Francisco ballrooms to al fresco Napa vineyards, each venue across Northern California presents unique opportunities and challenges. I learned how to adapt designs seamlessly to any space and stowed away every tip and trick for future projects.
Vendor and industry relationships matter: Collaborating with other San Francisco Bay Area florists and vendors taught me the importance of clear communication, collaboration, and building strong professional relationships. This network continues to inspire me creatively and support me professionally every day.
Time vs. value: Freelancing showed me how to realistically plan for every type of task — crucial when scheduling complex wedding installations that require flawless execution.
Curiosity & experimentation: Exposure to diverse styles and techniques encouraged creativity and risk-taking, forming the foundation of my bold, design-forward wedding aesthetic.
Reliability matters: Showing up on time, meeting deadlines, and consistently delivering quality work reinforced a core principle that guides my business today: clients and planners must always be able to rely on me.
In many ways, freelancing allowed me to ‘test the waters’ of this industry before diving in fully — all while gaining skills and insights that continue to shape the luxury, high-touch floral experiences I create for weddings and events across Northern California.
From a 1:1 mentorship and design class with Siren Floral where we dove into color theory via unusual textures, locally sourced product, and sustainable mechanics for a bold, modern design.
3 - Investing in Floral Education: Elevating Design and Business Practices
Coming from a corporate background, I’ve always believed in the value of investing in myself. From community college courses to online workshops to one-on-one mentorships, I’ve consistently sought out opportunities to grow — not just as a designer, but as a business owner.
Opening myself to new perspectives, constructive feedback, and alternative approaches has kept me evolving in every aspect of my work. This balance of creativity and professionalism means my clients and planners can trust me not only to create unforgettable floral designs, but also to deliver a seamless, high-touch experience.
Here’s what I’ve learned:
Industry tips and tricks: Learning insider techniques that save time, improve design quality, and enhance the overall guest experience.
Innovative & sustainable design practices: Working with unusual textures, alternative elements, locally sourced product, and sustainable mechanics to experiment with bold, modern designs with confidence.
Budgeting & pricing strategies: Guidance on how to price arrangements, communicate pricing, manage costs, and expenses, and ensure sustainable margins for my business.
Customized strategies for my business: Creating workflows, systems, and templates that reflect my style, scale, and high-touch approach.
Mindset work: Developing the confidence, resilience, and creativity needed to navigate the challenges of running a luxury wedding and event floral business.
Inspiration and experimentation: Exploring new materials, styles, and design philosophies that fuel innovation and help me consistently push boundaries.
Investing in education has been one of THE most rewarding aspects of my journey — allowing me to continuously elevate my craft, refine my business practices, and ensure that every wedding and event I touch is as thoughtful, bold, and memorable as possible.
4 - To Be Continued…
Even after nineteen years, I’m still learning — each season brings new lessons, techniques, and inspiration. And that helps keep my work fresh, bold, and thoughtfully designed!
For planners and couples seeking a trusted floral designer in the San Francisco Bay Area and Northern California, this is the foundation behind my work: years of experience, fearless creativity, and an unwavering commitment to floral artistry at the highest level. My specialty is bold, modern wedding and event design with striking palettes, innovative designs, and sustainable practices that surprise and delight every guest — with a planning process that is seamless, professional, and enjoyable.
If you’re dreaming of floral artistry that’s anything but ordinary for your San Francisco Bay Area wedding or event, let’s create something unforgettable together. 📩 Inquire here to start the conversation.
And if you’re curious to learn more, explore my Ask a Wedding Florist blog series.
xo, Anastasia
San Francisco Wedding & Event Florist
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