Today we’d like to introduce you to Elena Shelton.
Hi Elena, thanks for joining us today. We’d love for you to start by introducing yourself.
Hi, thanks so much for having me! I’m the owner and designer of Solstice Bloom, a boutique floral design studio based in LA. When I started my business I definitely took a leap of faith.
I took a leap of faith when I started my own floral design studio, Solstice Bloom. I pivoted from a long career in fashion design and wanted the flexibility of running my own business and schedule. Creatively I felt pulled in a different direction from fashion and I have always loved florals. I had attended workshops and done florals for friend’s weddings but knew I needed to fully commit if I was to start my own studio. It’s a scary but exciting process to embark. I’m still growing and learning every day how to manage my business better, take risks creatively, and also stay true to my style and who I am.
Launching a business just as Covid started definitely forced me to be flexible and go with the flow. I focused on marketing, styled shoots, collaborations, pop-ups and generally tried to get my name out there and build a community. It was definitely a hustle but that’s what you have to do when you are starting out.
Fast forward to today and I’m so grateful for all the growth! From personal flower orders, pop-up collaborations, weddings, events and corporate projects, I’m so thankful for all the opportunities.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
It definitely hasn’t been a smooth road but I’ve learned to just take on each challenge at a time. On the business side of things, hiring a CPA to manage all my bookkeeping was major to take that stress off of me and help me figure out how to spend more time creatively. Learning to scale my business for large weddings was also crucial. From investing in inventory that I needed for them to finding reliable floral freelancers, and scheduling logistics to produce the florals was all very important in making sure to execute everything well.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
As a floral designer and business owner, I provide florals that enrich and beautify your home, special occasion or event with a unique eye for color and detail. My style is whimsical with an organic garden feel. With my fashion background, I love a challenge and creating different bespoke concepts with my clients. I feel my background sets me apart because I know how to creatively bring something from concept to completion but also provide design consultation along the way for those who might need a little help to fully form their vision. I create customized floral mood boards for my event and wedding clients which goes a long way to give my clients the ease of knowing clearly what the final outcome will be.
I’m really proud to have my work featured in Style Me Pretty, 100Layer Cake, and Magnolia Rouge to name a few. I’m thankful to the collaborations and planners who took a chance on me and helped create beautiful editorial shoots that inspire potential clients.
What has been the most important lesson you’ve learned along your journey?
Trust your instincts and stay true to who you are. Social media can definitely be intimidating starting out in a new industry but it’s important to form your own creative style and in time you’ll stand out on your own for being authentic. Also, don’t ever get comfortable. Always keep learning, pushing, and striving to be the best version of yourself for your clients.
Contact Info:
- Email: [email protected]
- Website: https://www.solsticebloom.co
- Instagram: https://www.instagram.com/solstice_bloom/
- Facebook: https://www.facebook.com/solsticebloom/
Image Credits:
Photographer: Lovely Light Imagery Photographer: XO and Fetti
