Ask a Wedding Florist: Frequently Asked Questions Vol. 2
Part 2 of our Ask a Wedding Florist series dives into the most common questions about the design process of a weddings and events florist in the San Francisco Bay Area. From the initial inquiry process, to the sketches, moodboards, and renderings, to how we go about choosing flowers, and more!
Welcome back to my Ask a Wedding Florist series, where I answer the most common questions about what it’s really like to be a floral designer for weddings and events in the San Francisco Bay Area.
We know that life’s biggest celebrations aren’t about playing it safe. So for couples who want to surprise and delight their guests, we offer a full-service floral experience that goes beyond expectations.
In collaboration with your planner and vendor team, we craft a one-of-a-kind floral vision that feels intentional, personal, and beyond imagination. From artful bouquets and personal florals to detailed tablescapes and dramatic large-scale installations, we thoughtfully design every detail. Our goal is that our clients’ wedding florals are more than just beautiful; they’re unforgettable.
Here’s a bit of a behind the scenes peek at what goes into our design process.
THE DESIGN PROCESS
1 - Do you work with event planners and designers?
Yes! Every wedding, event, and corporate client I work with has a planner or designer who leads the overall design aesthetic, then brings in vendors who align with that vision. We’ll collaborate closely to create a floral design that feels cohesive and intentional. Here are some of my favorite planners in the San Francisco Bay Area/Northern California to partner with time and time again:
2 - What does the design process look like from inquiry to event day?
The process kicks off with a consultation meeting where I’ll ask questions like:
What mood would you like the flowers to evoke?
Is there anything specific you want to avoid?
What’s your personal style?
What inspires you/your event?
What will you be wearing?
What are your biggest fears when it comes to your floral designs?
What sort of experience do you want for your guests?
Most clients have a Pinterest board or design deck as a starting point. I don’t like to copy and paste so I’ll evolve that vision, apply color theory, gather inspiration, and let ideas marinate before presenting a custom floral design concept. From there, we refine it together — ingredient selection, vessels, candles, rentals — until it’s time to bring it all to life.
3 - Do you sketch or mock up designs before creating them?
Often! A lot of my ideas don’t exist on Pinterest, so a sketch or rendering is a really helpful tool for communicating my vision to my clients and my team.
For some events we’ll do what is called a ‘mockup’ (a curated preview of the event’s florals, usually a tablescape) to refine details like palette, textures, size, and overall vibe. It’s a great way to ensure everyone is aligned before event day.
Here’s a digital rendering I created for a wedding tablescape with Meag Breanne Events.
And here’s how it turned out IRL:
Photography: Chelsea Gee Photography | Planning: Meag Breanne Events
4 - How do you choose which flowers to use in a design?
The season and palette always determine my starting point. I’ll use a mix of tools (like this book and the color wheel), chat with my suppliers, and browse the market in person to get inspired. I’ll go back to the client’s goals and objectives and focus on choosing blooms that match that. I am specifically looking for:
The star of the show — one super special bloom to set the tone for the palette
Two-toned blooms — a flower with two colors from the palette for harmonious color blending
An added ‘pop’ — usually a complementary color or unexpected texture for contrast
Non-floral elements — think plants, fruits/vegetables, rocks, moss, and textiles, for an artful look
That’s all for today! Up Next: The Logistics Behind Wedding & Event Florals — including a look at what it’s like transporting thousands of dollars of fresh florals on a hot summer day, what happens to flowers after an event, and more. Got a burning question? Send me a DM or share it in the comments here, and I’ll be sure to answer in a future post!
Let’s Bring Your Floral Vision to Life!
With us, every design is an original work of art. And every event gets our undivided attention. Whether it’s a showstopping ceremony installation or a nuanced tablescape moment, we design experiences that will have your guests talking long after the event ends and have you focusing on the moments, not the details.
Inquire here to schedule a consultation, and we can start a journey together that will elevate your vision beyond the imaginable.
Q & A: Lea Stafford of Lea Stafford Events & Ethos West Collective
Today on the blog we have the amazing Lea Stafford of Lea Stafford Events, sharing with us more about the inspiration and mission behind Ethos West Collective, her hopes for the future of weddings and events, some of her favorite Black-owned businesses, and a sneak peek into the future of her business.
Lea Stafford, Lea Stafford Events
Today on the blog we have the amazing Lea Stafford of Lea Stafford Events and Ethos West Collective.
I first met Lea back in May through a mutual connection, and we immediately hit it off and started collaborating. Lea’s commitment to leading a life and business that is authentic and uniquely hers is inspiring. She’s not afraid to break the rules when it comes to experiential design and I can’t wait to see what comes next for her new brand launch.
In today’s post, Lea is sharing with us more about the inspiration and mission behind Ethos West, her hopes for the future of weddings and events, some of her favorite Black-owned businesses, and a sneak peek into the future of her business.
Q: Hey Lea, welcome! Tell us a little about yourself, where you’re located, and the services you offer.
I am a mother, wife, friend, and authentic lifestyle advocate. My business offers special event production and design services focusing on those who are willing to share their unique story. The next phase of business will concentrate on highlighting tips on how to maintain a healthy and sustainable living model. I am located in Oakland, Ca.
Q: Congratulations to you and your co-founders on the launch of Ethos West Collective! Can you tell us more about what inspired you to launch this, and the mission behind it?
Experiencing the lack of diversity and representation within this industry has been heavy on my heart for the past 10 years. Finding a creative and positive way to fill what I consider to be a major void became my mission about a year ago. I yearn for the same level of support and partnership opportunity as our non-Black community, it is crucial and vital to the health and sustainability of the wedding and events world.
When it came time to reach out to other professionals in the same space to support this vision, I knew I had to reach out to my local friends and creatives Chanda Daniels and Erica Estrada. I wanted a multi-talented founding team, uniqueness and truth were also very important to me. We each bring a little something different to the table. Chanda was tapped for her experience in the world of events and hospitality, and for her commitment to supporting equality. Erica was requested to join the founding team as I knew her creativity and passion for change would remain present in the spirit of the collective.
As a free-spirited non-conformist who holds a willingness not to play by the rules, I plan to drive the Collective's mission and tone by constantly encouraging a sense of community amongst the partners, members, and industry colleagues. My hope is that my push for equity will become the standard, and continue to be ever-present in both my storytelling and work.
Q: What are some ways couples can thoughtfully plan a wedding centered around values of inclusivity, diversity, and anti-racism?
It truly begins with self-reflection. In order to successfully plan and execute an authentic and value-driven wedding, you must identify what that means to you as an individual. Once that has been identified, you move forward with the pulling out the essential components, whether this means, people, food, visual stimulation, written content, location, etc. From there, you have created a sound base to move forward with the next steps in your planning process.
Q. What do you wish you saw more of in the wedding and events industry?
An unapologetic approach. I truly see a lack of diversity in not only the skin color represented, but also the design and tone of a wedding within our industry. We have got to do better when it comes to being confident in showcasing concept and design. Having a unique wedding that stands out from the next should be the norm and sadly, it is not.
Q: What are 3 of your favorite, most inspiring Black-owned design/wedding/maker businesses you follow on IG?
@maggisimpkins (engagement/wedding rings)
@joyproctor (event design)
@lynndunston (photography)
Q: Where do you find your inspiration, outside of Pinterest?
I find inspiration in my natural surroundings, food & beverage, and movies/shows.
Q: Can you give us a sneak peek into your design process?
The first step is to get to know the client I am partnering with on a deeper level. I pull out their values and goal for their wedding or event day. From there, I strip it all down to the essential elements, isolating the story or mission. I then identify the appropriate colors, and core texture to be used to share the story. Finally, the experience is introduced. An experience is necessary (in my opinion) to keep folks engaged, and my hope is that it will serve as a gentle reminder for the very reason they are gathering and celebrating.
Q: What does the next chapter of Lea Stafford look like? Where do you see yourself and your business 5 years from now?
I am currently working on the launch of my lifestyle brand. When I began my event planning and design company, I knew the long term goal was to become a lifestyle brand. Home entertaining tips and tricks, bespoke home good products, recipes, as well as event planning and design will all be offered under this brand's umbrella. What makes this particular model a bit different is that its mission is to bring the people a platform that amplifies the voices of a community artists that have been marginalized. I will partner with local farmers and BIPOC creatives highlighting their stories, encouraging the concept of local participation, as well as offering high quality and sustainable goods. This is my way of living in my truth, experiencing my love daily, and giving back to the community that has raised me.
Thanks so much for joining, Lea!
GET IN TOUCH
email: lea@leastafford.com
instagram: @leastaffordevents
website: www.leastafford.com
The Best Investment I Made in my Business in 2020
When it comes to the “behind the scenes” of my business, I’m an open book. So today on the blog I’m sharing more about a specific investment I made this year, my learnings (and fears and mistakes) around education in this industry, plus my suggestion for those weighing investments for yourself or your business.
I made one of the best decisions for my business at the start of this year, and I never gave you all the details.
When it comes to the “behind the scenes” of my business, I’m an open book. I hope that being candid and transparent can inspire and help others, because I know first-hand this industry can be difficult (even frustrating at times) to break into and navigate. So today I’m sharing some lessons learned, plus a specific investment I made for my business this year: education, and specifically mentorship.
A BIG 2020 GOAL
2020 will be my second year in business. At the start of the year, I mapped out my goals (to which coronavirus says: lollllllll). One of my goals was to continue educating myself, especially during my off-season when I had more time. Education is a privilege, and I am grateful that I have the ability to take the time to do this. I recognize that challenging myself to learn more and be better will not only benefit me, but those I work with. If I lack top-notch skills, I am failing my business and my clients. Entering year two, I wanted to specifically focus on honing thoughtful design skills.
To say that I am hesitant when it comes to costly investments (like education) for my business is an understatement. I self-funded my business and with smaller profit margins while getting started, I have to be wise about how I spend my money. This has been humbling, and exactly what pushes me to grow. I’ve learned the hard way that some investments can be mistakes (more on that below), while others have the potential to pay off in dividends.
So earlier this year, when I hopped on a flight to Portland for a day-two mentorship, I had to trust that I’d made the best decision for my business. To this day, that investment continues to pay off.
FIRST, HERE’S WHAT HAS WORKED WELL FOR ME
By far the best way for me to learn this business has been by doing. For me this has meant freelancing for other designers in their studios and at wedding installations, working in a flower shop, and taking hands-on classes -- like with City College of San Francisco’s Floristry & Horticulture program, where the teachers have been in this business for a long time and teach really important foundational techniques for floral design. (Pro Tip: these classes are free for San Francisco residents.) One of the common threads here is mentorship. By seeking out mentors, I have built lasting relationships that have become invaluable resources.
AND HERE’S WHAT HASN’T WORKED WELL FOR ME
Online courses, group workshops, and conferences have been the least helpful for me, at least when it comes to learning important foundational skills. This sort of education lacks one-on-one attention and the hands-on practice that are so valuable. They are also often extremely expensive. I once dumped more money than I’d like to admit into a workshop that sadly failed to live up to its promises and my own expectations. I didn’t know what it was I really needed at that time (and should have), but I’ve learned from that and have since been more strategic when it comes to investing my dollars.
HOW I FOUND THE PERFECT MENTORSHIP
I practice and believe in the power of manifestation (and talk about it more here). Once I set my goal, I made a list of exactly what I needed out of a mentorship investment:
to learn one-on-one with a creator, not in a group or online setting
a designer with a contemporary and thoughtful aesthetic
someone who practices sustainable floral design
a businessperson with a proven track record of success
the ability to use a lot of the time together practicing by doing
Enter Alyssa of Color Theory Design Co. and Color Theory Design Workshops. Alyssa has been a designer and businesswoman I’ve very much admired for a while now. She creates artfully-designed work, practices sustainability, and has plenty of experience in the business to learn from. She offers one-on-one intensive workshops at her new (beautiful) shop in Portland, Oregon.
WHAT I LEARNED
Because it was just the two of us, Alyssa and I were able to craft a custom agenda for two jam-packed days specific to the goals and objectives I laid out for her in advance of our time together. I chose to focus on bouquets and sustainable (foam-free) installations, as they can often be two of the most impactful parts of a wedding day. Alyssa and I spent most of the days hands-on designing. She covered ingredient selection, the design process, and sustainable techniques that won’t impact the quality of designs. Over meals we had a chance to dive into business practices including proposals, production, hiring, marketing, search engine optimization, website content, social media, styled shoots, vendor relations, and customer service.
It was one of THE most valuable investments I’ve made in my business to-date. On top of everything I learned, I found a new friend and mentor in the industry who’s now just a text away.
LOOKING AHEAD
Months later I’m still implementing my takeaways from the workshop, especially as I use lotttttts of new-found free time to improve my business. Here are some of the changes I’m most looking forward to in 2020-2021:
Sustainable floral design practices: I’m working to be more mindful of my businesses’ environmental impact in a high-waste industry. That will look like eliminating single-use plastics like floral foam, recyclable and compostable design mechanics, almost exclusively sourcing locally, plus re-use programs and tighter flower ordering to reduce waste.
New inventory: As I refine my design style, I’m aligning my inventory. I’m upgrading my vases, vessels, candles and props to fit the aesthetic I and my clients have come to love. Everything in my new inventory will be recyclable, reusable, and/or compostable.
A brand new proposal design and buttoned up workflows: A lot of year one was trial and error as I found what works best for me, my business AND my clients. Now I’m upgrading the visual and logistical components of my workflow, not only to keep me organized but to accurately portray my vision to my clients. With this, prospective clients can easily determine if I’m a good fit for them off the bat, and I can focus more on them and their designs.
Bold designs: I have some really unique designs, installations, and palettes to look forward to with my upcoming weddings. I love my clients’ styles and the way they challenge me, so this will be especially rewarding. Plus, the constant refinement and practice thanks to this mentorship gives me comfort in knowing that I can pull off these designs.
I encourage anyone looking to start something new or level-up to invest time in mentorship. Especially if you are weighing investments for yourself or your business, be really intentional (and honest with yourself) on what it is you need right now, and do your research. You’re the only one who truly knows what will work best for you.
If you’re interested in hearing more about this process, I’m always here to chat. Drop a comment below, send me a DM, or write me a note.
Thanks as always for following along and I can’t wait to share more in the months ahead!
Q & A: Elise Brannan of Brannan Events & Design
Today on the blog we have a Q & A with Elise Brannan of Brannan Events & Design. In this post she’s sharing ways your wedding planning can be impactful to both your community and the environment.
Elise Brannan, Brannan Events & Design
Today on the blog we have Elise Brannan of Brannan Events & Design, who offers planning services throughout the Bay Area.
I've been so inspired by Elise, not just for her bold and unique wedding designs, but for her steady commitment as an event professional to making conscious, inclusive, and sustainable decisions when producing events. She’s an ethical vegan activist and intersectional environmentalist helping her couples and clients make informed decisions when it comes to their big days.
Since I’ve already learned so much from Elise, I wanted to bring her on here to share with you some of her ideas around conscious spending, inclusive vendor teams, and ways your wedding planning can be impactful to both your community and the environment.
Q: Hey Elise, welcome! Tell us a little about yourself, where you’re located, and the services you offer.
I'm Elise, a vegan event planner based in the East Bay Area where I live with my partner, Michael, and our fur babies! I was born in LA and lived there until I was about 10 (and we go back all the time) so I like to think of myself as a native to both northern and southern California lol!
I offer event services including management, design, and planning. As an ethical vegan and intersectional environmentalist I also try to guide my clients to make more conscious, inclusive, and cruelty-free choices throughout the planning process.
Q: What inspired you to launch your business centered around conscious, inclusive, and sustainable practices?
I started in event management when I was 18. I was involved with various non-profit groups growing up and when I was 18 I was a part of an executive board for Northern California, where we planned large scale events and fundraisers. That's where my passion for event planning began! I loved being able to bring people together with a common purpose in mind and I'm a social butterfly so I loved all the networking opportunities and thought - this would be an amazing job one day!
When I first came into the wedding world in 2014 I was definitely less conscious and sustainable. I became vegan in 2017 and in doing that really began to reevaluate my business, what it stood for and how it can be a force for good. It's still an ever evolving process but in my personal life I try to do as little harm as possible (and our everyday choices do lead to harm if we're not careful - something as simple as food selection can have a real impact) so I wanted to translate that to my business.
Inclusivity is incredibly important to me as well. Whether it's recommending specific vendors or even recommending another planner (as I know I'm not the perfect fit for all couples, and that's totally ok), I want to encourage clients to work with people of color. There is SO MUCH whiteness in the wedding and event space and it's up to planners (as we typically manage any given event) to go out of our way to make sure BIPOC vendors and businesses are included. I don't always get it right but I'm ok being called out on my mistakes and committed to doing better everyday. We have so much work ahead of us as an industry but I'm feeling hopeful.
Q: What’s a common misconception couples have when it comes to ‘eco-friendly’ wedding planning?
I think many couples think it's just about "waste", and they have a narrow vision of what waste actually is. When I look at being eco-conscious, it's not just about not using plastic straws. It's all about thinking how any given item involved with their wedding was cultivated, made, and transported. And it's important to take a look at the workers and their working conditions along the way. Only then can you make a truly informed decision. It definitely requires a couple being willing to think critically and consciously about every aspect of their wedding.
Q. What is the top area couples can look to reduce waste from their wedding day?
FOOD. I know food feels like it's a very personal choice and it is, but if those personal choices aren't thought about critically, you're not seeing all the harm it creates along the way. Removing animal products from the dining experience will make an enormous impact! It will reduce water waste and CO2 emissions drastically. It takes approximately 2,400 gallons of water to create 1lb of steak — now imagine 100 guests ordering said steak. And this is before we even consider appetizers and late night bites.
There's the human side of it too. Think about the marginalized slaughterhouse worker — the emotional, mental, and physical toll of having to slaughter 100s or 1000s of animals a day for the 15-20 minutes of momentary pleasure an individual gets from eating it. Most of the time working conditions for those individuals are horrible, they get paid very little and those slaughter houses pollute the area they're located in (often marginalized communities of color).
Lastly, there's an animal side. Many of my clients are self-proclaimed animal lovers and there is an animal cost to this. Innocent creatures, as friendly and as loving as your pets, end up on the plate. We see this as fine dining but it's really layered cruelty.
Also — vegan food is just delicious, healthier for your body, with a much lower impact!!
Q: You’re known for your beautiful, bold, unique, and conscious designs. Can you give us a sneak peek into your design process?
Thank you so much! My design process always starts with getting to know my couples on a personal level. I really want to infuse parts of who they are and what brought them together as a couple, as a part of their wedding design. We talk about everything from favorite TV shows, to how they would describe their home decor style, to what are their favorite activities to do together, to their personal fashion style. After getting a sense of who they are as a couple and what they want their wedding to represent I dig into creating the design around that!
Q: Let’s talk trends. What are some you’re loving right now?
I LOVE micro weddings! This isn't a new trend but they are some of my favorite weddings to design and execute. As COVID-19 continues to limit group gatherings, I think it's the direction the wedding industry is going to naturally take for the foreseeable future. Micro-weddings also allow for a smaller overall budget, but they give couples room to invest in the things that really matter to them.
Another trend I love is monochromatic color palettes! Where we focus on one bold hue and play around with complimentary shades throughout the design. It's fresh and memorable!
Lastly, I'm loving the eco-wedding trend, which is probably obvious but worth saying again :)
Q: What are some tips for couples when it comes to evaluating vendors?
For particular vendors, I think it's important to look for specific things but overall — I'd suggest getting to know your vendors before booking them — whether that's a FaceTime or a call or a coffee date. Make sure it feels like a great vibe, especially for those vendors that you'll be spending the most face to face time with on the day of the wedding.
I'd also ask them about their sustainability and inclusion practices. If they don't have anything concrete laid out, you may want to pivot. Vote with your dollars and invest in someone who believes in the importance of those principals, like you.
Q: When discussing budget, I love to guide my couples to impactful design decisions, a.k.a. ‘bang for your buck’ pieces. Where do you encourage your couples to invest and prioritize their budget when it comes to design?
Your ceremony decor! Your ceremony is such a short piece of the wedding day celebration, but it's also likely going to be some of your most important and cherished photos. I'd make sure to invest in the ceremony decor and then make sure that those pieces are getting reused throughout the reception space! Get as much mileage out of those pieces as possible.
Q: Name 3 small business owners that inspire you.
Food Empowerment Project (Lauren Ornelas)
Souley Vegan (Tamearra Dyson)
Package Free Shop (Lauren Singer)
Q: I’ve been working hard to lead a low-waste lifestyle both in my business and at home, so I’m curious: what is your favorite low-waste life hack?
Homemade is almost always less wasteful; whether that's homemade meals from whole food/simple ingredients, or homemade cleaners and beauty products
I love Imperfect Foods - our farmer's market is shut down at the moment so Imperfect Foods allows me to save products that wasn't "good enough" for the grocery store, from ending up in the trash
Shopping second-hand! I love shopping second-hand because it means clothing or goods get a longer life and there's typically little to no packaging involved.
Q: What is the difference between Vegan v. Plant Based?
There is a big difference between these two principals and I'll reference an awesome activist (@fulanivegan) and his descriptions:
Plant Based: In a 1980 study by T Colin Campbell Phd, the positive benefits of eating a plant based diet were established. The term plant based originated from this study completely separate from any view on ethics. A plant based diet can consist of 100% or mostly plant based diet.
Veganism: The term was created by Donald Watson in 1955 to describe someone who doesn't eat any animal products and rejects the commodity status of animals. The practice has existed for thousands of years as 'moral vegetarianism'. Vegans also do not wear leather, wool, silks etc. Ethical Veganism is a philosophical belief.
Q: What is Intersectional Environmentalism?
I get this question because it's in my bio and on my website! I'll quote someone who helped coin the term, Leah Thomas: "This is an inclusive version of environmentalism that advocates for both the protection of people and the planet. It identifies the ways in which injustices happening to marginalized communities and the earth are interconnected. It brings injustices done to the most vulnerable communities, and the earth, to the forefront and does not minimize or silence social inequality. Intersection environmentalism advocates for justice for people and the planet."
Thanks so much for joining, Elise!
GET IN TOUCH
email: elise@brannanevents.com
instagram: @brannan_events + @elise_thevegan
website: www.brannanevents.com
A Guide to Vision Boarding with Purpose
I’d like to share with you a part of my creative process that I’ve found really helpful, especially in the past few weeks: vision boarding. Vision boarding is a tool I’ve implemented both in my personal life and in my business. Here’s what you’ll find in this post:
The truth about vision boards
Step-by-step instructions to create an effective vision board
3 real life examples of vision boards I’ve created
Two weekends ago I sat on the couch and read the NYTimes. It was cold and rainy outside. If all went according to plan, we would have been in the desert, a place I go once a year during the off-season to rest, reset, and renew inspiration. But life changed very quickly for all of us.
Then it occurred to me that yes, life is very different now. But can’t we still find inspiration around us? Dream about the future?
“Hope will not be cancelled. May we lean into the good stuff that remains.”
I think we can all benefit from hope and inspiration right about now. So I’d like to share with you a creative process I implement for both my personal life and my business: vision boarding. Vision boards serve as a tool to not only clarify your goals, but actually manifest destiny. I know it sounds cheesy, but hear me out. Here’s what you’ll find in this post:
The truth about vision boards
Step-by-step instructions to create an effective vision board
3 real life examples of vision boards
WHAT IN THE WORLD IS A VISION BOARD?
A vision board is a physical representation of your aspirations, curated by you and for you, to serve as a tool to help those aspirations come to life. It can be a collage of magazine clippings on a bulletin board, a PDF of imagery that’s saved as your phone’s wallpaper, or anything in between. Also known as a mood board, dream board, inspiration board, or design board.
Think of it as like...Pinterest, but intentional? And without targeted ads.
WHY MAKE A VISION BOARD?
The majority of people are visual learners. Consider the Law of Attraction, which is the ability to attract into our lives whatever we are focusing on. By putting images in front of you, you are sending a message to the universe about your hopes and dreams, and opening yourself up to inspiration and guidance.
If you’re eye-rolling right now, I totally get it. That used to be me. But then I tried vision boarding and, seriously, I found it really helpful. As a creative process, vision boarding:
Takes you away from your daily routine and gets creative juices flowing
Brings you clarity, by taking the noisy jumbled thoughts in your head and organizing them into a crystal clear picture of what it is you want
Serves as a daily reminder to stay motivated to achieve your goals
Opens you up to new sources of inspiration as you start to hone your vision
HOW CAN I MAKE ONE THAT WORKS FOR ME?
By looking at your vision board as a tool with a specific purpose, rather than just a collage of pretty pictures, it’s more likely to help you manifest your vision.
Below are 8 steps to creating a vision board that works for you.
#1 - Have a Purpose
Think about what areas of your life seem most overwhelming or in need of a change, or a challenge ahead. Lean into that one specific goal as you design your board. Here are some examples of specific purposes:
Business - a design visualization for a client
Special Event - inspiration for hosting your friend’s bridal shower
Personal - images that propel your health goals
Career - what your dream business looks like
Travel - places, people, food for the trip of a lifetime
Home - how you envision your first home, or a room makeover
#2 - Set the Mood
I recommend finding some uninterrupted time and space for yourself to do this solo. Grab your beverage of choice, light your fave candle. If you’re into journaling, put pen to paper and list out your goals for the board. If you meditate, or rely on music, do it. By setting the mood, you will find that you’re already on the right path.
#3 - Curate Imagery
Start by looking around you to find what inspires you most: the architecture in your neighborhood, the views from your window, the colors and textures of your wardrobe, books or magazines, photos from past travels, quotes or lyrics.
The secret to finding imagery that evokes feelings is to have no agenda. Aim to collect images that speak to you. Avoid the literal interpretations of what you want in your life, and instead simply focus on how an image makes you FEEL. Here are a few platforms I use for this:
Pinterest: This tool can be especially overwhelming. But instead of using keywords to find the exact thing you have in mind, simply start saving images that are beautiful to you. From there, Pinterest will serve you related images via the ‘More Ideas’ feature and eventually you’ll find images you love.
Instagram: Your feed is likely already curated with images relevant to you, your style, and your aesthetic. Instagram’s Save feature comes in handy. Under ‘Saved’ you can save everything you love in one spot or under separate folders.
Tumblr: For tons and tons of images and content
#4 - Add Variety
Your vision board doesn’t need to be limited to just images. Try adding color palettes, fabric swatches, quotes or mantras you find inspirational, or sketches. Nothing’s off limits. By adding some variety, the board will have more depth.
#5 - Simplify, Simplify, Simplify
It’s okay if you end up with a ton of inspiration. But the point of a vision board is not to overwhelm yourself. It should instead give you clarity when you need it most. Try limiting your board to 7-15 images that truly speak to you. By limiting clutter and chaos on your board, you can limit clutter and chaos in your mind. And a selective vision will feel that much more attainable.
#6 - Choose your Medium
You’ll want to showcase your vision board via a medium that suits your lifestyle.This could be your phone or desktop background, cork board, wire grid panel, or simply a collection of images taped to your wall.
#7 - Get to Designing
It’s time to pull everything together. If you’re going the old-fashioned route, all you really need are scissors, glue or tape, and a place to put it all. If you’re going digital, here are a few tools I’ve tried:
Adobe: I’ve used both InDesign and Spark for boards before and love them. Note: Adobe is subscription-based and comes with a learning curve.
Canva: The most user-friendly and cost-effective in my opinion. Their free version is where I design my floral design clients’ design boards as well as my own vision boards (examples below).
Google Doc: A familiar tool never fails. This is a simple and free option to organize your images.
#8 - Look at it Daily
Display your vision board prominently in a place you frequent, e.g. above your desk, on your closet door, as your phone background or computer wallpaper. Let it serve as your daily reminder that your dreams can be your reality.
Here are a few real life examples of vision boards to give you some ideas and help you get started.
SAMPLE A. —
CLIENT DESIGN
SAMPLE B. — MY BUSINESS
SAMPLE C. — MY WEDDING
I hope you feel inspired to try this creative process. At the very least, may this bring you light, or inspiration, or some sense of clarity or purpose during these uncertain times.
If you end up trying this, let me know!
Follow me on IG @anastasiaandenmatten and send me a DM
9 Tips For Finding Your Wedding Florist
Often times, planning a wedding is the first introduction to flowers for many people. It’s all one big learning process, and finding a florist can seem so daunting. Here are some tips on ways to navigate your own search for your wedding florist.
Photo by Nathalie Cheng
Planning a wedding is often times one big learning process, and finding your florist can seem so daunting. Having just planned my own wedding a year ago, I recall the overwhelming sense of indecision and what seemed like never-ending vendor searches. I’ve enjoyed coaching my couples through their wedding flower planning, so I figured I’d share some tips on information to think through as you navigate your own search for your wedding florist.
1 - RUN THE NUMBERS
This part is no fun, but it’s important and worth getting it over with so you can move onto the exciting stuff. On average, florals account for 10% of the overall wedding budget. Big cost factors can include number of guests, location, date, size of bridal party, and quantity and types of arrangements. I give my prospective couples a checkbox-style list of arrangements to select from as a starting point. Determine at a high-level the types of arrangements you’ll be needing for your ceremony, cocktail hour, and reception and rank them in order of importance. Be realistic and know what you’re comfortable spending.
2 - KNOW YOUR PRIORITIES AND LEAN IN
Envision your day and the parts of it that are most important and exciting to you. While it would be nice to have ALL THE THINGS, know where you’d like to save v. splurge. My #1 recommendation is always to go for impact, whether that be a killer ceremony setup or a suspended installation over the dance floor or a photo opp moment at cocktail hour. These are the things people notice, and is a great way to focus a budget. I love working creatively with my couples to make the most of their budget, and this is where you can have some fun with your floral designer. Tip: Don’t be afraid to go with your gut and be vocal about your priorities. This is your day and it should be unique to you.
3 - DETERMINE YOUR LIKES & DISLIKES
This seems counterintuitive, but when you’re unsure of where to begin, knowing what you DON’T like can be a great starting point. Think about colors, textures, shapes, styles, vibes. For example, someone who isn’t into rustic bohemian may be more drawn to modern minimalism. Maybe you can’t stand the scent of lillies, but jasmine takes you right back to that vacation where you got engaged. Ruling things out will bring you closer to figuring out what it is you DO like.
4 - GO BEYOND PINTEREST
It’s really easy to go down a Pinterest rabbit hole, influenced by trends and what everyone else’s wedding looks like. But there’s no reason to limit it to what you see on Pinterest. Go beyond the typical wedding planning sites to find inspiration around you, whether that be nature, architecture, food/drink, travels, fashion, art, or music. Come up with a vision board of a limited number of images that truly speak to you. Keeping it simple will prevent you from overwhelming yourself and your floral designer!
5 - FEEL THE FEELS
Meditate on your wedding vision for 5 minutes. What are you dreaming of? What do you want your guests to feel as they enter your ceremony? When they sit down to dinner? What do you want to see in photographs on your 5, 10, 20th wedding anniversary? Come up with a few words that best explain the feelings you want to elicit. Flowers have the power to create an experience for you and your guests.
6 - GO BACK TO THE BASICS
If the tips above still make the process feel overwhelming, consider the most basic details of your day that you’ve already locked in, like venue, date, and attire. These are great starting points for inspiration and your floral designer can help create a vision. For example, one of my 2019 brides had no idea what she wanted her floral design to look like, but she knew her ceremony was taking place on a dramatically lit stage at an epic, historic San Francisco music hall. Together we decided the stage would be our focal point for the entire design and focused the designs around one large installation there.
7 - CONSIDER THE SEASON
Seasonality plays a role in availability and pricing of flowers and is worth keeping in mind. For instance, peonies can be quite pricey and hard to find outside of spring while dahlias grow in abundance locally throughout the fall. This isn’t something you need to study up on; the right floral designer will guide you through this. When sticking to seasonal flowers, you are often more likely to save money and also have the freshest stems for your day. That being said, your floral designer should be open to accommodating any specific requests if and when possible.
8 - DO YOUR HOMEWORK
During initial consultation calls, I urge all of my couples to evaluate other designers. There is no shortage of talent in the San Francisco Bay Area and each designer has a unique set of offerings. Ask for referrals from your venue, planner, and friends. Look at designers’ work and read their reviews. Know what’s important to you in the evaluation process, whether it be aesthetic, testimonials, or communication style. Create a short list of your favorites and aim to schedule consultations about 9-11 months out from your wedding day. By choosing a designer that you feel most aligned with, the process of working together and the end result will be that much more rewarding. Tip: Be gracious, communicative, and kind as you shop around. If you decide to go in another direction, be sure to notify your prospects of your decision.
9 - TRUST THE PROCESS
Choosing a designer that works for YOU is the most important decision. The small details will be sorted out much later in the process, so for now, you can sit back and enjoy having checked off another decision. By creating a team of vendors that you feel truly aligned with and giving them your full trust, you can rest assured your dream wedding will come to life.
I’m curious, what other questions that have come up for you throughout your wedding flower planning? Ask me in the comment section below! My hope is that these tips will help guide your conversations easily throughout the planning process. Interested in learning more? Read what my customers are saying here and 7 ways we can work together here.
LET’S CHAT!
I am currently filling remaining slots for 2020, and booking into 2021. Schedule a complimentary consultation here. I’d love to hear your story.
Anastasia Andenmatten is a private design studio based in San Francisco, CA with a modern approach to customizing florals for weddings, businesses, and events. Featured in Style Me Pretty & Green Wedding Shoes. Named a 2020 WeddingWire Couples' Choice® in the San Francisco Bay Area.
5 Steps I Took to Start My Own Business
At times, starting my own floral design business in San Francisco has felt like one giant leap. But really, it’s been many baby steps. My hope is that by being transparent about my story, I can help inspire someone else to take a small step in the direction of their dreams. From booking my first clients, to quitting my 9-5 job, and all the steps in between — read on to see how I did it.
Photography by Hillary Jeanne
In celebration of National Entrepreneurship month, I’m sharing a bit more about my small business journey. My hope is that by being transparent about my story, I can help inspire someone else to take a small step in the direction of their dreams.
At times, starting my own floral design business in San Francisco has felt like one giant leap. But really, it’s been a bunch of baby steps. Once I established the core of my business (my ‘why’, my service, my market, and my target client) I made a plan-of-attack to make it happen. Hint: it wasn’t a business plan. Curious about the baby steps I mentioned above? Read on!
Disclaimer: I’m still in my first year of business, so by no means consider myself an expert. I am figuring things out as I go, constantly reevaluating and making small tweaks. This is what worked for me personally, but my journey likely looks very different than others’.
1. I BOOKED MY FIRST FEW CLIENTS
Following my first-ever job at a local flower shop back in Pennsylvania, I spent the past few years practicing floral design on friends and family and freelancing for other professionals here in San Francisco. When opportunities to work with colleagues and friends of friends started coming up, I knew it was time to take the leap and get legit.
When I wrapped a successful wedding for my first real-deal client, I asked them to leave me a review and refer me to their friends. And it worked! It’s crazy how one small ask can build momentum. From that point forward, I focused on building relationships. If I felt like a vendor or venue was a good fit for me and my clients, I asked for their business. It was for sure uncomfortable at times, but asking never hurt.
2. I QUIT MY 9-5 JOB
At that same time I was employed full-time in tech and traveling to meet with my tech clients up to 3 times a month, both in the states and abroad. I was constantly on the road. When I WAS in the office, I was preparing for my next work trip. I was of course prioritizing my 9-5 instead of my passion work. But I’d grown comfortable with the people -- my team and my clients -- and the perks (airline miles, unlimited PTO, the bonuses. And free snacks duh.)
The kicker was this: I felt no real connection to, or passion for, my work at the time. I can so vividly remember the feeling I’d get. It always struck late at night or early morning when I couldn’t sleep. I felt this sinking feeling that I was wasting my time (actually my life; dramatic I know) doing work I didn’t truly care about. Nothing about the work brought me or those around me real joy. This was the real indicator that it was time to walk away from it, even if it meant leaving the comfort of a steady salary and extra perks.
I’m the kind of person that can’t be happy with myself if I half-a$$ something (hi, enneagram type 1). I knew that if I took a few years to side-hustle this business while trying to juggle my 9-5 job, I’d end up giving both roles 50%. And I’d feel guilty about that. SO, I took a moment to reflect on this chapter of my career, gave thanks for everything I took away from it, then put in my notice. I pivoted to the launch of my flower business, which would be my new source of income. I had to give it my all. Hello survival mode.
3. I SHOWCASED MY WORK THEN SHAMELESSLY PROMOTED IT
Without a portfolio, I’d have nothing to show to help me book work. So I setup a basic website with Squarespace featuring a (small) gallery of professionally-photographed work. I booked a brand shoot with Hillary Jeanne Photography to create content for a soft launch. I created a business account on Instagram separate from my personal account and somewhat forced all my friends and family to follow me so that I could look super legit with 100 followers (lolll). A WeddingWire page gave me a place to collect client reviews of my services.
Hillary, also a good friend, reminded me many times that done is better than perfect. By just getting my work out there and not letting perfectionism hold me back, I was able to move to the next step.
4. I DID SOME ACCOUNTING AND LEGAL STUFF
My goal was to run a legitimate and profitable business, so I had to take care of the not-so-fun stuff first. Financially speaking, I gave myself a runway, setting aside my budgeted household and personal expenses for the year. This allowed me to stay focused on growing my business instead of affording next month’s grocery bills. Here’s what else I did (this list is in no particular order):
Consulted with a local tax professional
Opened business banking accounts and kept everything personal separate
Logged every income and expense
Registered my business with the city of San Francisco
Acquired necessary permits and licenses and paid the associated fees
Setup a business email account
Invested in a client management software to manage bookings and communication
Covered myself with liability insurance
Created a legally binding contract to act as a service agreement between me and my clients
Made sure to charge sales tax
This all sounds super fun right? No, but combined, these little housekeeping items made me feel ready to officially launch. Note: every city and state has a different set of requirements for businesses. Talk to local professionals and study up on what applies to you!
5. I MADE CONNECTIONS AND ASKED FOR HELP
I couldn’t have done any of this without good ole fashioned real life connections. As I was starting out, I reached out to other local business owners and floral designers and met them over coffee. I joined the local SF Rising Tide Society chapter which meets monthly. With no shortage of talent in the Bay Area, I was amazed how everyone embraced the concept of “community over competition.” Over time, these connections have become my mentors and part of my community. Note: this isn’t to discredit online (Instagram) connections, which have truly been a game changer for me and allowed me to tap into a vast community of vendors.
I also ate some humble pie and asked for help. A friend created a logo for me. Another friend helped me with deliveries. My sister reviewed my website. My husband proofread proposals. My girlfriends emailed all their girlfriends to let them know about my launch. Setting aside pride and fear allowed me to be vulnerable and get the help I needed to grow my business.
IN SUMMARY
I wish there was one single cheat-sheet fast track plan to starting a business. But the reality is, it’s so personal and unique and needs to come from some passion within. While these steps helped me get organized and ready to launch, it’s the relationships I’ve built with my clients and the pure joy I find in THEIR pure joy, that has moved the needle for my business. Everything above is just the inevitable but necessary housekeeping.
I hope you found this helpful! Are you interested in learning more about how to get started in floral design specifically? Reach out to me with your questions at hello@anastasiaandenmatten.com. I’ll share more in a following blogpost!
Follow me on Instagram, where I love to show behind-the-scenes of my day to day as a small business owner.