If you didn't catch last week's Instagram takeover with Team Flower, you're gonna want to head over to check it out! But first, continue reading to find out more about the woman behind the flowers. She's oh so adorable and brings a fresh perspective to the table with her passion for education and beautiful designs.
So to start out, why don't you tell us a little bit about yourself, and how you found yourself in the flower industry!
I live in the Blue Ridge Mountains with my techie husband Jesse and our little golden-doodle Buster. Here is a little iPhone snap of where we live!
I’ve always loved design, but thought I would apply the principles through home interiors. I started my secondary education in Interior Design + Business. When the housing market crashed in 2008, my dad suggested I diversify. I moved credits around to make room for education classes and graduated a licensed teacher. Flowers were not on the radar at the time, but thankfully, both the design and education skills transferred beautifully when I discovered flowers. My first meeting with flowers changed my life, as I know they have for so many of you.
How would you describe your design aesthetic?
Classic. The principles that guide my arrangements are as old as the dirt flowers grow in! Balance, movement, rest and love. This arrangement shot by Mark Andrews is one of my favorites.
You seem to be very passionate about education, hence the creation of Team Flower. Can you tell us a bit more about that, and why you separated Philosophy Flowers & Team Flower?
I love education, but what I’m really passionate about is bringing people who love flowers together. Magic happens there! Education is one way to do that, and with my skill set, a natural fit. Will I always teach? Surely, in some way, but this is just the beginning! As I catch glimpses of the dream and what it will become I can’t help but think it will take on many shapes and sizes throughout my life and look different when I’m a grandma. But I do know I’ll always find myself in the company of “the flower people.”
As to why I split @philosophyflowers and @teamflower on instagram — Each company serves a different group of people, so I develop content to meet each where they are and encourage them. Philosophy Flowers is peaceful and Team Flower packs a playful punch.
What is your favorite part about teaching workshops & educating fellow designers?
I just love being with people. The cotton candy is fun too, haha! I love this snap of Janny, Michelle and I from last year’s workshop. Thanks Jake + Heather!
Let’s talk tools. Favorite florist tool, and favorite social media app you use in your business? Instagram is obviously everyone's fave, but we'd love to know if you're using anything else!
My favorite florist-y tool — Joyce Chen Clips. Marcie Meredith snapped the picture of them above. I must have 40 pairs floating around. Some people put keys on the entry tables by their doors, but I’ve got clippers there. My keys might be missing, but I’ll always have clips!
Favorite social media app — The best app on my phone, even better than Instagram, is called “Breathing Zone.” Learning to breath has saved my body and in turn, my business. Lots of flower folks run on adrenaline…and I used to be one of them…but my body gave way and I was close to quitting because of it. If you’re in a similar position I highly recommend it.
What trends do you see happening in flowers right now, or in the near future?
I just returned from the Association of Specialty Cut Flower Grower’s conference in Grand Rapids. I loved meeting America’s growers, and believe we’ll see more and more American grown product stocking the wholesale coolers next year. Wait until you see all the great things they are bringing to the table!
What is one piece of advice you'd like to go back and tell yourself during your first year of designing?
“Kelly, wear your hair in a fancy ballerina bun on top of your head. It’s simple and it suits you.” I know, silly example, but really, each thing that came to mind was linked by these three beautiful words — keep it simple. Simplicity is like a kiss of kindness. Wishing you a life filled with ballerina bun kind of moments. Thanks for reading!
Photos: Almond Leaf and Jake and Heather