Today we’d like to introduce you to Jen DeMarti.
Jen, please share your story with us. How did you get to where you are today?
My journey into florals started back in high school with a passion for art and painting. I was lucky enough to have encouraging teachers to show me the ways of color theory and just experimenting with what feels good. For me floral design happened as my love of painting reincarnated as an adult.
When I got to college, I didn’t love the art program so I switched to Journalism since writing was something else, I could do. At the time, part of getting on the “path to success” meant interning. I had some friends in bands who knew some people in the music industry, and I ended up at record label. This began my career in creative roles throughout the music industry. During that time, I was invigorated by cultivating relationships with my peers, artists and bands. Little did I know, this path would uniquely prepare me for the transition to floral design. Connecting with artists, bands, musicians, and colleagues is not unlike making connections with clients.
After some time in the music industry, I began to miss creating with my hands and wanted to reconnect with who the heck I was when I was painting. While those experiences in a different industry sharpened my attention to detail and organization, it was the genuine connections and earning the trust of bands, artists and colleagues that kept me passionate. Ultimately, I got restless in the office and wanted to get back to my creative beginnings, but also connect with people in meaningful ways. The moment I saw the flower market for the first time I was hooked. I knew this is what I had to do and I knew I could keep those genuine connections going with clients.
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 all kinds of terrifying to start something from scratch that you haven’t done before. I invested in workshops with florists I admired, freelanced, did all the friends of friend’s weddings, and styled shoots to gain as much experience as I could while I was still working full time. The other side of the process is feeling like you aren’t legit or worthy of your peers, insecurities in your designs – the whole Imposter Syndrome thing. You can easily get in your own way if you don’t just keep going, taking what you’ve learned and implementing those lessons into your business to customize it as your own. Another aspect of this gig is figuring out how to price correctly, getting a solid contract and helping educate clients what it takes to make their vision a reality. I’ve leaned on our amazing L.A. floral community for support and advice. We’re always talking with each other on how we can help our businesses and each other, it’s truly unlike any community I’ve experienced.
Throughout all this learning, struggling, and investing I became pregnant with twins. My boy and girl dynamic duo are almost two now, and it’s taken me a lot of time to figure out how to manage motherhood, a personal life, a marriage and a new career I’m so passionate about. It’s always a work in progress, and the love I have for this craft and the clients is what fuels my floral fire.
Please tell us more about your work, what you are currently focused on and most proud of.
I lean towards unique, modern, and bold designs. I specialize in bright and bold color palettes and modern Palm Springs inspired weddings that ooze creativity, inclusivity, and a more modern/artistic take on design. Colorful weddings just really get my creative juices flowing.
Beyond just color palettes and design, what it really comes down to for me is the connection with the client- same as with the artists and colleagues I interacted with in the music industry. I’m proud of my portfolio, and we really care about building a relationship and trust throughout the planning process. When there’s a genuine connection the floral magic is that much better. I’m about to flower one of the most important days of your life, you should probably feel like you’d want to have a cocktail together too.
It took me awhile to realize this, but my sensitivity is a strength. I think clients can feel that when they get on the phone with me for a consultation. I don’t want to just talk about your inspiration photos or color palette, I want to get to know you a bit first. One of the biggest compliments I ever received from a client was that I was one of the first florists she spoke to, and while she met with and considered others, I stood out in her mind because of our conversation and connection.
What’s your favorite memory from childhood?
My grandmother cutting Gardenias from her garden. She’d place the blooms in little bowls of water throughout the house and the smell was intoxicating. This was my first introduction to the healing powers of flowers, and how they can instantly change the mood of your atmosphere. Gardenias always make me think of her.
Contact Info:
- Website: http://www.urbanmarigold.com/
- Email: [email protected]
- Instagram: https://www.instagram.com/urbanmarigold/
- Facebook: https://www.facebook.com/urbanmarigold/
Image Credit:
Peterson Design Studio, Brandi Gard Studios, Eric B Photos
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