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Meet Arielle Daxon and Anna Cuciuc of Fern & Mist Florals in South Pasadena

Today we’d like to introduce you to Arielle Daxon and Anna Cuciuc.

Arielle and Anna, can you briefly walk us through your story – how you started and how you got to where you are today.
We actually began as co-workers at another flower shop. When they decided to close, we knew that we wanted to continue working with flowers but weren’t sure how to go about doing so. We both had the business know-how and the passion but lacked a space or clear way forward. Arielle came up with the idea of working from her garage while we figured things out. Things picked up so quickly that, now, we’ve just moved into our very own brick & mortar shop in South Pasadena! It’s been a wild & adventurous time together so far.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s not an easy road, but it’s not a difficult one either. There’s a lot of hardships that come with owning a business but ultimately, we end each day satisfied with our present and motivated to improve our future. When you love what you do, even the worst times feel worth it. Our customers and the South Pasadena community have been so supportive throughout our growth and that continues to give us hope in the dark moments.

The biggest struggle lately is the struggle of EVERY small business owner/person on the planet- COVID19. It’s taken away certainty and forces us to keep re-evaluating strategies. Right now, there is no planning, there is only quick adapting. While we were nervous to open a physical location during this time, we realized that we can’t just put our dreams and lives on hold. We can’t wait until are “normal” because who knows when that will be? We can only adapt our business around the ever-changing situation and continue to believe in our future.

Fern & Mist Florals – what should we know? What do you do best? What sets you apart from the competition?
We’re passionate about flowers because they give so much. They communicate beauty, joy, love- they light up the room with a special something. Flowers bring life and wildness into our homes, which is so vital when living in a city. Because their time of beauty is temporary, flowers help us pause and appreciate the moment we’re in. To us, all of this is important to our emotional and mental well being and we want to share that. We don’t want flowers to just be an expensive luxury, we want to make them part of your self-care ritual.

We offer creative floral design for events & weddings, styled photoshoots, custom orders, bouquet pick-ups and flower delivery. We’re proud of our organic designs that allow for the wildness and shape of the flowers we choose. We especially love to create huge floral installations and backgrounds for photoshoots.

If it’s got flowers, it’s got us. Anna designs beautiful bridal jewelry that matches the aesthetic and vibe of the wedding. She also makes stunning dried flower earrings through her personal business, Moho Boho. Arielle specializes in pressing flowers and delights in transforming bridal bouquets into beautiful pressed flower art that will last forever. She also accepts custom orders through her personal business, The Swallow’s Flight.

What moment in your career do you look back most fondly on?
We’re beyond proud to be opening our brick & mortar shop! Honestly, we weren’t sure if it would ever happen, especially after the setbacks of Covid19. The fact that we’ve been able to grow, despite the worst of circumstances, is something that buoys our hearts.

Contact Info:

Image Credit:
For the wedding shots: Jenny Rolapp, For the other shots: Katia Gray

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