My Journey into the World of Flowers + How I'm Evolving my Craft

I hardly ever share the full details of where exactly my journey into the world of flowers began, and how I've approached honing my craft over the last 19 (!!!) years. But today I’m sharing it all!

Below are the three main avenues of flowers I've explored along the way, including how I commit myself to continually evolving my craft.

1 - The Flower Shop

My first-ever job was as a salesperson at my local flower shop back in Pennsylvania. I worked there through high school and college, taking phone orders, memorizing flower names, sweeping floors, and breaking down flower boxes. Eventually I graduated to designing handheld bouquets, refining their website, and taking simple wedding orders. The hands-on experience was invaluable. It gave me an ego-free launch into the elusive and seemingly glamorous world of flowers. Don’t be fooled! I relate running a flower shop to running a restaurant — It’s exhausting. It’s dirty work. There are kind customers, then not-so-kind customers. But at the end of each day, the profuse scent of fresh flowers would follow me to my car and back home and I’d think to myself — how lucky am I to be able to work with my hands (and flowers) each day.

2 - Freelancing Part-Time

After I moved to San Francisco from Philadelphia for a career in tech, I rediscovered the world of flowers via freelancing and booked jobs with other wedding and event florists on weekends. Freelancing taught me so much about different techniques, styles, and Bay Area wedding venues, all while expanding a very supportive network in the floral community that I still rely on! I always recommend freelancing to anyone getting started, as it gives you a real life behind-the-scenes experience of what it means to be a wedding and event florist without the commitment of running your own business with your own clients. Ultimately I knew I always wanted to run my own business (both of my parents were small business owners and I grew up appreciating what comes with that lifestyle) — so once I had a few of my own bookings under my belt I launched my business (more on that story another time!).

3 - Investment in education

A mix of 1:1 workshops, semesters with a local community college, online flower courses, and ongoing business coaching/mentorship have evolved my designs, techniques, and business processes. I make it a goal to invest in a few of these each year so that I constantly learn and evolve, and never get stuck or stagnant in set ways. Additionally, every single client and planner collaboration allows me to expand and stretch my imagination — and I feel so grateful to have the opportunity to share my art with each.

May we never stop learning and evolving!

The Best Investment I Made in my Business in 2020

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! 

A Guide to Vision Boarding with Purpose

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.”

— Jamie Tworkowski

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

5 Steps I Took to Start My Own Business

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.