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Meet Pinky Farnum

Today we’d like to introduce you to Pinky Farnum.

Pinky, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I always dreamed of working for myself. My mother owns her own landscape architecture business; and I have always been drawn to the autonomy, flexibility, challenge, and creative license being self-employed allows. That being said, it took me a long time to figure out what entrepreneurial road I wanted to go down.

After studying Art History at Bryn Mawr College, I came back to my hometown of Altadena. I worked many different jobs in LA: fashion design, sales, and display design at Anthropologie, nannying, textile design, setting up weddings for a florist, office manager, and event management.

While I was working as an event manager at Vibiana in Downtown LA, I started doing flowers for some friends’ and acquaintances’ weddings and events on the side for fun. My clientele started growing, and eventually, I made the decision to focus full time on floral design in 2014.

Floral design blends my fine art and art history education, love of florals from growing up in gardens with my mother, knowledge of event logistics from my time as an event manager, and the personal connection to my clients which is really fulfilling.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I’ve had many learning experiences along the way. For one thing, I am definitely more of a right brain/creative thinker. I have to work really hard to stay organized and remain business oriented. Of course, I want to be able to create something beautiful for everyone who wants to use my services regardless of their budget.

However, the reality is that high-quality flowers and fair pay for quality freelancers are not inexpensive, designing unique arrangements and ordering flowers takes a lot of time, and the work is physically, creatively, and emotionally challenging. It took several years of hard work and building my portfolio and professional relationships to feel like I was able to charge what my work is worth.

I also have a hard time delegating. I want to have my hand on every single arrangement and installation, but that’s impossible for a 250 person wedding. I’ve had to develop a successful style of teaching and managing to ensure that all the work my team puts forth reflects my artful style. Honestly, this has gone from being a challenge to something I really enjoy.

We’d love to hear more about what you do.
My floral design style is lush, garden-inspired, and artistic, catering to higher end, design-forward weddings. I work with each client and/or planner individually to create custom flower designs. While I specialize in weddings, I love creating flower arrangements and large scale installations for any type of special event.

I love experimenting with unique color schemes, different textures, and unlikely, sustainable floral products, but still want my work to feel timeless. My hope is that each client looks back on their wedding or party feeling like the florals were beautiful and distinctive, but not driven by a trend.

Along with countless weddings, I am proud to have been a part of some very special events like the Goop Beauty launch where my team and I created the event florals as well as made flower crowns with Gwyneth Paltrow and her friends…

What were you like growing up?
I had a strong, bubbly personality from an early age. When I was two years old, I got home from nursery school after meeting another little girl named Lark (my given name) and declared my name was Pinky. My parents thought this was just a funny phase and laughed it off. Apparently, I was very adamant, and now over 30 years later I still go by Pinky. I’m actually grateful that my unique name and towering stature (I’m 6ft 1in) have never allowed me to blend in.

I always loved art, fashion, singing, writing, the outdoors, old movies, painting, and cooking. I have also been invested in activism and politics from a young age, owed in part to my education at Westridge School in Pasadena. I am proud to donate 1% of all profits from my business in charities invested in the environment, empowering women, and a more peaceful, educated, healthy, and diverse community.

Contact Info:

Image Credit:
Mi Belle Photography, Hey Kelsey Kay Photography, Anna Delores Photography, Matt and Tish Photography, Amy and Stuart Photography, SDK Photo Design

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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