Conversations with Leslie Durst

Today we’d like to introduce you to Leslie Durst.

Hi Leslie, we’d love for you to start by introducing yourself.
I got into flowers almost by accident. I originally set out to become an event planner and quickly discovered that keeping track of every tiny detail was absolutely not where I wanted to spend my creative energy. The design side, though? That I loved.

I spent two years working at a flower shop in Orange County and attended the floral design school associated with the shop. At the end of it, the owner told me she didn’t think I had what it took to be a floral designer.

So naturally, I quit and started my own floral company.

Rebelle Fleurs was born in 2008 with a little talent, a lot of stubbornness, and a very strong “watch me” attitude.

There was no grand business plan or perfectly curated launch. My first clients came entirely through referrals. I did the work, people told other people, and I kept going. One event became another, and over the years Rebelle grew into a full-scale event floral design company creating everything from intimate celebrations to large corporate events and hospitality installations throughout Southern California.

That path has put my work in some pretty incredible places. I’ve built long-term relationships with clients like the Long Beach Grand Prix, where I’ve designed florals for their hospitality program for years, while continuing to take on projects that let me stretch creatively and do something unexpected.

Almost twenty years later, I’m still evolving Rebelle. I’m pushing beyond traditional floral design and exploring installations, set design, immersive environments and floral art. I’m much more interested in creating a feeling than simply making something pretty.

Running a creative business this long has taught me that reinvention isn’t something to be afraid of. It’s part of the fun. My work has changed, my taste has changed, and I’ve changed.

But that original “watch me” energy?

That’s still very much alive.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Smooth? Absolutely not. But I was probably too busy working to notice most of the bumps in the beginning.

I started Rebelle in 2008, right as the recession hit, but honestly, I barely noticed it. I was grinding away in an air-conditioned sunroom at the back of my house with a small floral cooler, building the business one referral and one event at a time.

In 2019, after more than a decade in business, I finally got my first commercial studio. I moved in that November.

Four months later, the world shut down.

COVID was heartbreaking. Live events disappeared overnight, but what surprised me most was how much I missed my floral family. Floral design may look beautiful when it’s finished, but behind the scenes it’s a crew working together among buckets, boxes, music, caffeine and a little bit of chaos. I missed my people and I missed creating together.

Owning a creative business has taught me to get very comfortable with change. Clients come and go, the economy shifts, and sometimes the entire event industry shuts down. I’ve had to learn to pivot, set better boundaries and reinvent myself more than once.

Almost twenty years later, I’m still here. Apparently, I’m pretty hard to get rid of.

Can you tell our readers more about what you do and what you think sets you apart from others?
Rebelle Fleurs is an event floral design studio, but I’ve always thought of what we do as more than putting pretty flowers in a vase. We create environments. Flowers can completely change the energy of a room, and I’m always thinking about how the design works with the space, the people and the experience they’re having in it.

We specialize in corporate events, hospitality, large-scale installations and experiential floral design. I’m probably best known for designs that are a little unexpected, textural and sometimes slightly wild. Perfectly symmetrical has never really been my thing.

I’m especially proud of the long-term relationships I’ve built. We’ve worked with the Long Beach Grand Prix hospitality program for years, along with hotels, corporate clients and some pretty incredible venues throughout Southern California. Having clients trust me year after year means more to me than any single impressive event.

What sets Rebelle apart is that I’m not afraid to push outside the traditional definition of floral design. I love incorporating unusual materials, objects, plants, props and unexpected elements, and I’m moving even further into installations, set design and immersive floral art.

At the end of the day, I don’t just want someone to look at something I’ve created and say, “That’s pretty.”

I want them to stop and look twice.

Do you have any advice for those just starting out?
Don’t wait until you feel completely ready. You won’t. Start, make mistakes, learn, get better and keep moving.

I wish I’d understood earlier that being talented at your craft and running a successful business are two completely different skill sets. Learn your numbers, charge for your time, put things in writing and don’t be afraid to say no. Not every client, project or opportunity is a good one.

I’d also tell anyone starting out not to get too attached to what you think your business is supposed to look like. Some of my best opportunities came from being willing to pivot, experiment and follow the things that genuinely excited me.

And find your people. Creative work can look very individual from the outside, but so much of what I’ve built came from relationships, referrals, crew members and other people in this industry.

Finally, don’t let someone else’s opinion determine what you’re capable of.

I might have some personal experience with that one.

Contact Info:

• Website: https://www.rebellefleurs.com
• Instagram: @rebellefleurseventdesign