I have a confession: I am flower OBSESSED. I typically have at least one arrangement of flowers in my home, minimum, at all times (thanks to my wonderful boyfriend Ryan, who indulges my obsession). They literally make me smile just by being around them. So it goes without saying that I am quite jealous of our July feature's awesome career and the business she has built for herself in the floral industry. Meet Elizabeth Wecker, owner of Fleurescent - a wedding floral shop located in Milford, CT.
In my interview with Elizabeth, below, she confesses she kind of just fell into the industry, but it is clear from her passion for each and every arrangement she puts together, her true love of gardening, and the GORGEOUS and professional work she produces, that the floral industry is truly her calling. Read on to see where this boss florist finds all her inspiration, what she thinks brides need to know about their florals and why it is so important to find your own unique style!
DANI :: How did you get into the floral industry and then into the wedding floral industry, specifically?
EW :: Honestly, it was kind of accidental. After leaving my job in fashion I went to work for a friend who owned a flower shop. I had occasionally helped her with large events and loved the energy of them. My passion for flowers was never in doubt. I was an avid gardener and was obsessed with every aspect of growing flowers. So, I went to work for her to see if the industry would be a full time "fit". Turns out it was! I always gravitated toward the wedding/event side of the business because it was so much more relationship driven than the day to day. A birthday or anniversary is great and I'm always happy that my flowers play a part in the celebrations of my clients special days, but when you plan wedding flowers with a couple you participate in the formation of their life partnership.
DANI :: When did you decide to open your own floral shop, Fleurescent?
EW :: I guess a time came when I wanted to do things my way. I'd been lucky enough to work with some really talented, creative people, all of whom I learned so much from. I started to dream of my own space where I would be completely free creatively- and then the right timing aligned with the desire and the opportunity.
DANI :: Do you have a specific signature style?
EW :: I do, but it's always evolving. I love the natural garden, so I guess my style is a riff on nature. Composed, not too tame, not too wild. I love foliage and I'm so excited it's back! That, along with texture and those unexpected elements like seed pods really make me happy. Currently I'm in love with moody flowers in deep tones and unusual foliage.
DANI :: Do you have a favorite flower?
EW :: Yes, always the one I just used!
DANI :: Do you have a specific trend you like the most when it comes to wedding floral designs?
EW :: I have lots of moods, so there isn't a specific trend I'm especially fond of. Trends come and go. I think it's more important to stay current and relevant. I do love the "Dutch Master" look, so called after the floral paintings done by artists such as Rembrandt. The asymmetry especially speaks to me- the way the flowers combine and mingle. I love how foliage and texture play as important a role as the blooms in these designs.
DANI :: What has been the most rewarding part of working in your industry?
EW :: The client relationships are by far the best part ...and also that every morning, even on the most hectic morning, I know when I get to work and turn the key the flowers will still make me smile.
DANI :: What is the biggest challenge you face as a floral shop owner or as a wedding floral designer?
EW :: Balance is really important and sometimes it's hard to maintain. Running a small business requires you to wear a lot of hats, some of which fit better than others. I dislike spending time on tasks that have nothing to do with flowers.
DANI :: Where do you find your inspiration?
EW :: Everywhere and anywhere. From media of all sorts, trends in fashion and home that have nothing to do with flowers, other like minded professionals and from nature. We have a story board at the shop that has grown to cover almost an entire wall consisting of 8 years of clippings, textiles, paint chips, drawings quotes, photographs and more.
DANI :: What is one thing you wish all brides would know about wedding florals?
EW :: That most of the images they fall in love with (me too) are carefully planned photo shoots in controlled environments and that flowers in life are organic and changing in their nature, which is what we should love about them. They are happiest when they are not forced to be anything but what they are.
DANI :: Do you have a favorite project or wedding you’ve been a part of creating floral designs for?
EW :: Yes, always the one I've just completed.
DANI :: What do you enjoy doing outside of Fleurescent?
EW :: After 6 days a week x 52 weeks a year, I mostly enjoy wine and gardening. Gardening is my meditation (while holding a glass of wine).
DANI :: Do you have any advice for anyone looking to get into the floral industry?
EW :: A very wise friend told me to have my own unique strategy and approach to my business because I was never going to beat anyone else at their best game. So to be successful I needed to invent my own game and be the best at playing it. I silently thank that friend almost daily.
DANI :: Where do you see yourself and/or your business 5 years from now?
EW :: I dream of growing flowers to supply the needs of the shop in a "field to vase" kind of way. It's a romantic and crazy dream. But that's what dreams are. Mostly I see us still anticipating the coming of the flowers of each changing season...and maybe some day a vacation.
Come on, admit you were smiling looking at all those stunning images of Elizabeth's work. I can't thank Elizabeth enough for speaking with me and allowing myself and the whole Double G community an inside look into what it takes to run a floral business in the unique niche that is the wedding industry. Interested in having Elizabeth's arrangements adorn your nuptials? Make sure to give Fleurescent a call! Want to see some of the floral arrangements all of us at Double G Events have been lucky enough to be a part of throughout our past weddings? Check out our Portfolio, here!
images :: Brooke Allison Photography
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