Creative Business Inspiration Featuring Floral Artist Paloma
Flower arrangements… in our vessels!? Yes, please! We had a wonderful opportunity to collaborate with an incredible floral artist, America, who’s based here in sunny southern California.
America runs the show at Paloma Floral, named after her childhood nickname, Paloma, which means “dove” in spanish. Paloma Floral is where America's creativity and love for flowers gets to run wild and we are so here for it!
meet america, owner of paloma floral
Growing up, America’s mom owned a bridal shop, so being around events and weddings allowed her love for flowers and design to bloom at a very young age.
Like America puts it, she had a full on Elle Woods moment as a first generation immigrant, so she felt the pressure of making her parents proud and studied law in college.
She served as a lawyer for about a decade, then the pandemic hit, and like so many of us, she was forced to question her purpose and what she was doing with her life.
After attending a floral workshop, she could no longer ignore her calling… this is what she wanted to do and she hasn’t looked back since.
Keep reading to learn more about her successful small business and her advice for other makers looking to pursue their passion.
the story behind her small business
After America designed some gorgeous arrangements for a really fun photoshoot at our studio, we sat down and asked her some questions about her business and challenges.
We found her answers to be very relatable to a lot of makers in the creative industry, and we hope they inspire you to keep doing what you love!
|Vessels: lustrous gold aura & saffron allure||Vessel: translucent rosè posh|
did starting your business come naturally?
The business side has been easy in some ways and difficult in others. Before I was doing this, I had actually opened a law office when I was five years into practicing law, so I feel like I’m pretty good at starting a business and keeping track of books and things like that, but doing what I’m doing now is such a new world to me.
Vessel used at left: translucent rosè posh
your biggest challenges with this new venture?
It can be difficult because sometimes I really doubt myself and feel imposter syndrome start to set in. I know the ins and outs of the legal world, but this is such a different world and I still have a lot to learn… like what’s okay to post online, what’s not, and figure out what people like.
I know the things that I like, but it’s hard to really know what others like, so although I’m making products that I am into, I can’t tell if others are feeling the same vibes I’m feeling.
It’s been hard for me to just let my creativity take over because I’m trying to make something beautiful that people can relate to, but I’m also trying to make money doing it, so pricing my products has been challenging.
And then as factors keep changing like the economy and shortages along with a global pandemic, that’s all contributed to the craziness, too.
what keeps you going?
My passion for it. I’m so in love with what I do and I can’t imagine my life without it anymore.
Knowing that no one truly has it figured out also helps. Before I started, I had my muses.
The people I looked up to were like gods to me and I’ve been so lucky to meet them and work with some of them, but those experiences have shown me that they don’t always know what they’re doing either.
From the outside looking in, it looks like they have it together and figured out, but they don’t, and that helps me remember we’re all just figuring it out along the way.
what advice do you have for other makers?
I believe as long as you have that passion and love for something, just follow it and you’ll figure it out as you go. Just take it one thing at a time, and don’t let the self-doubt sink in too much knowing that others are still learning just like you are.
what is your creative process?
It really depends on what I’m making - but whether it’s for a wedding or a custom order arrangement, I usually start with color. I choose a palette and then go to the market and see what speaks to me in that color palette.
For design, I think we love nature so much and if I try to mimic something in nature it’s going to be beautiful, so I like to just let things flow the way they would naturally. I also really like having a clean space when I work - the less clutter the better!
When I’m home, I’ll usually have The Office on or I’ll put on some good music, whatever I’m feeling that day, and then I always like having a candle on, too. I love candles, it really sets the mood!
…we promise we didn’t tell her to say that last part!
That’s a wrap! We loved having America on set and watching her put her creative spin on (and in) our vessels. You can check out her instagram @palomafloral where inspiration is flowing for future projects.
Vessel used above: chromatic allure double glass