Your name: Laura Williams
Your Business name: Loda Floral Design
Your Locatoni: Washington DC Metropolitan Area
How did you start your business?
I’ve always had a passion for flowers and was often the one in the family that was put in charge of creating the holiday centerpieces or turning the store bought bouquet into something more. Working with flowers was an outlet for me and something I really enjoyed. Working as a young architect wasn’t easy and often I would close my eyes and dream about somehow creating a career around flowers, how that was actually going to happen I wasn’t sure until one night at a bar when I shared this dream with a friend. She immediately asked me to do the flowers for her wedding, I didn’t actually take her seriously until a few weeks later when she called to confirm I was still interested in doing the flowers, at that moment I took a leap of faith and said of course I would do it. After doing my friends wedding I knew I was hooked and wanted to do more, I loved the feeling of creating something that others could enjoy on such a special occasion. One month after doing my friends wedding I was laid off due to the recession, I felt it was a sign that I needed to make my dream a reality and so Loda Floral Design was created.
What is your design aesthetic?
It’s hard for me to say, I feel like I am such a young designer that I haven’t really established a set aesthetic, however I do hear from a lot of my brides that the one thing they like about my designs are that they are simple. At first I started to take this the wrong way but then I realized what they are saying is less is more, and that’s true, I strive to do the best design with what I have to work with.
What inspires you?
I find inspiration in everything, but what usually gets me started is color, maybe because this is the easiest thing to work from but I think color is everywhere in our life and it says a lot about the person and their personality. I often can tell a brides personality from what they are wearing, a funky colorful necklace or a classic set of white pearls, their jewelry often translates a lot into the design of the flowers they want.
What are the trends, flowers & colors that are unique to your region?
Purple, purple and more purple, maybe since I’ve done a lot of purple weddings more purple bride see my work and contact me but it seems like I do a ton of purple weddings.
Are you a retail shop, studio/warehouse or home based?
I am a home based florist.
Do you offer any services in addition to floral designs?
For now, just flowers.
What does your toolbox look like?
Floral shears, floral tape, cling, wire, glue gun, floral adhesive, pearl pins, and any ribbon we used in the wedding in case we have to do on site repairs, I also always bring a small watering can since it seem like I have to go around and fill vases that have spilled in transport.
What tool in your toolbox can’t you live without?
Floral Adhesive, I learned a lot of floral basics from a floral design class I took in college, this included wiring corsages and bouts, however I have quickly learned that floral adhesive works just as well as wiring if not better.
What’s your favorite flower?
The Dahlia, I love how it has such geometric petals, to me it seems very architectural.