Meet Lorey Zlotnick

Today we’d like to introduce you to Lorey Zlotnick.

Hi Lorey, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I have always had a passion for nature and believe that the earth laughs through its flowers. My early morning trips to the Los Angeles Floral Mart have been a weekly part of my routine for the past 25 years I have lived in Los Angeles. I loved filling my vases and home with amazing blooms from the incredible vendors there.

They were the lucky ones, getting to enjoy the smells and beauty every day; if I was going to reinvent myself, this would be something I could pour my heart into. Friends and family would tap me to “help them” with parties or events which always included a trip downtown and hours of arranging and delivering to the event itself. This was fun; and the joy it brought to others is what kept me doing it as “a favor”. As time passed by, my own son was having a life-event and it seemed silly to hire someone when this could be a fun project for me. Somehow floral seemed too feminine for an afternoon luncheon for a boy…and that’s where my succulent story begins. My quest to make his tables special began with the vessel itself; so many choices! I needed 25 matching items to pull the room together, fill out the table, and it needed to feel professional. I finally found them at an open market, but the vendor only had a few; I quickly purchased. To finally get the amount I needed, it took three trips to odd locations to meet him and grab what he had off his truck, and at least two more trips to the markets to pick up odds and ends. I purchased my succulents from my grower in San Diego and kept ten flats alive in my backyard until the big weekend. I was on a mission.

All this work gave me an incredible appreciation for what floral designers do on a daily basis. The dream of making pretty arrangements at my leisure was quickly replaced with the reality that floral and succulent design is incredibly physical work requiring great dedication, care, tools, space, and an investment of time and money…these things die. While caring for my new succulents, I also found a new appreciation for how fragile these suckers are, their intricate and beautiful symmetrical design, and their almost alien ability to regenerate themselves. I was the happiest in bare feet and up to my elbows in dirt. The love affair began and I didn’t even know it. I was running marketing departments within the sports and entertainment industry by day and filling every vessel I could find with succulents in the evenings. Combining my love for antiques and nature had quickly become a perfect hobby. The layoff came in early Spring of 2016 and it was the first time I really felt like I had some unexpected time on my hands to explore my next move. I have always been a creator but was never bold enough to make the leap and never believed that my inner artist was good enough to make a career out of it.

So I continued down the predictable path and began consulting in my field, which was in the middle of a media revolution. Consulting required a complete switch in mindset from the client side to the vendor side; there were many lessons along the way and I was faced with some hard realizations about the people who were there for me and the ones who disappeared when I no longer ran the big account. I loved the variety of my clients, the impact I had on both small and large brands, the sense of freedom, solving the business challenges, and the new people I met daily. I also disliked the accounting, the admin stuff, the contracts, the taxes, the financial burden of required insurance every time I went into production, and the constant expanding and contracting of my employees. My inner voice to do something creative was still very loud and present, and I kept telling myself I needed to be a responsible adult for my kids and family; now was not the time to dabble in the dirt.

One of my dear artist friends challenged me to ask “why not?”. What could it hurt if I had some downtime, why not at least try? A million of my own questions ran through my head. Was this dream actually going to become a reality? A real business? I don’t even know anybody who does this; who will I learn from? I have no experience, what if I fail? So I did what anyone with ambition, fire, and spirit would do. I simply closed my eyes and I jumped in. Where to begin? If this was going to be a real business, the logistics needed to be banged out quickly. I needed a tax id, a license to sell agriculture, a website and social media platforms, I needed artisan insurance, a tent, tables, a van, merchandise, cards, logo, and a company name; it was a bit overwhelming and exhilarating at the same time. I would juggle the consulting during the week and the succulent designs would fill in the downtime. L8bloomers was born and I set up shop at the local farmer’s markets, flea markets, antique shows, and bazaars. I did school holiday sales, private sales, fundraisers, and sold out of my house.

And along the way, I found this insanely supportive community of farmers, artisans, doers and dreamers who encouraged me every week to keep my creative dream alive. It is a rain or shine business, the work is hard, the financial payoff is not always consistent, but the upside is immeasurable and the joy I feel from making other people happy is priceless. Turns out people of every age really love succulents and they keep coming back for the unexpected combination of nature mixed with antiques, mid-century pottery, crystals, and cool finds. Today, I am blessed to work with a range of customers and clients with a large range of needs. Whether you need to pick up a quick gift, planning a special event, want to have a succulent workshops for bridal showers or birthdays, need office decor or home staging, or just want help to replant a special vessel; L8BLoomers is always a great option. I get such joy from creating and the interaction I have with my customers each week. Please support small businesses and follow @L8Bloomers_1002 on Instagram to see new work and my calendar of events.

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?
This has been an incredible journey filled with ups and downs. Everything from learning the ropes of launching a new business, to the legalities of what is required to keep that business alive, to realizing being a one man band is not always ideal. My designs cannot be shipped without running the risk of them falling apart or dying; this makes it very hard to scale. My merchandise is also perishable and inherently fragile; they die without proper care, water, and light. The hours for floral begin at 5am, the physical grind of the market set up (sometimes at 4am in the dark) and the breakdown after each show can be challenging. Battling unpredictable weather conditions from extreme heat to downpours of rain, and there are the crazy days where my tents and tables malfunction; pushing creative solutions to the brink. The mental struggle is also very real. Sometimes I wonder if the financial payoff is worth the time, and then a client calls with a planting project for a special person and I know it’s all worth it.

Can you tell our readers more about what you do and what you think sets you apart from others?
I am a succulent designer specializing in planting in antiques, to mid-century pottery, to crystals, to present day vessels. Each one of my designs are adorned with jade stones and a piece of bark from my scenic hikes throughout the US and the Sequoia forests. I am most proud of the fact I took a risk on myself and built a little company from a dream and I can give back to the community at large. I am proud to work with non-profits for fundraising events, the ability to make a young child smile when they get to pick out a special piece for themselves (unicorns are a big hit), and my “give back” days where I donate a portion of the proceeds to a cause I am passionate about. Every piece I design is uniquely planted in a hand-picked vessel that can be used again and again if you later choose. Crystals and jade offer a special sense of expression and add spirituality to the design. My designs are created with a meticulous eye, taking into account the natural structure of each plant so they continue to complement and grow together.

Is there any advice you’d like to share with our readers who might just be starting out?
Find a mentor who can help you to avoid the pitfalls. Ask questions and ask more questions. You will find that people want to help. I wish I had a sherpa to help guide me through some obvious mistakes and help to think about the business in the future versus being in the moment.

Pricing:

• Designs range from $25-$125
• Private planting in your vessels start at $50/hr + supplies

Contact Info:

• Email: lorey@l8bloomers.com
• Website: L8bloomers.com
• Instagram: @L8bloomers_1002

Image Credits
Lorey Zlotnick