We had the good fortune of connecting with Arielle Daxon and we’ve shared our conversation below.
Hi Arielle, can you walk us through the thought-process of starting your business?
It really began with wanting to create something that I personally needed- a safe place dedicated to uniquely catered self-care. I realized that this could have a huge value to others as well. The Swallow’s Flight is a book and tea shop, with a twist. I’m constantly seeking a new book that will evoke a certain feeling, that gives a specific experience. That’s actually how I arrange my books at home- by the feeling they evoke, rather than the “genre”- because that’s why we read, to feel. I imagined a book shop organized by categories of emotion, each with their own personalized suggestion blurb, rather than the generic book jackets. When I recommend books, I don’t go after the plot, I describe the emotional experience of it.
I married this concept with my approach to creating herbal tea. There are so many benefits of herbs- physically, emotionally and energetically- and it can radically improve your life. But there’s a wide range of personal preference when it comes to taste, which can cause a hesitance to really delve into tea as a regular habit. Personally, once I found the herbs I loved, I began to see tea in a whole new light and wanted to open that up to others as well. Realizing this inspired me to create custom blends- to take an individuals healing goal and meld it with their personal taste preference to make something unique to them. Combined, this becomes a personalized experience. A self-care ritual that is tailored to your needs and allows you to take time in your day to check in with yourself. I think that is something so special and valuable in a world that is constantly changing.
Alright, so let’s move onto what keeps you busy professionally?
Most of what I do is custom orders, which means I usually have a lot of balls in the air. The majority of my business is creating custom tea blends, custom book & tea monthly subscriptions and custom pressed flower arrangements. While I do have a creative style that I like to adhere to, I want to make space within that for others needs. To attain this, I take a personal approach to each client. A lot of what keeps me busy is listening, asking questions and then really considering the best way to create the right product for each person.
Lately, what’s been keeping me the busiest is the process of opening my first brick & mortar shop! I’m a florist as well and co-own another business, Fern & Mist Florals, with my business partner, Anna Cuciuc. Recently, we were provided with the opportunity to open a shop front in South Pasadena and decided to incorporate our separate businesses as well! We’ll be creating a flower shop with a tea counter & product area that includes some of The Swallow’s Flight work, beautiful jewelry pieces by Anna’s business Moho Boho, along with handmade home décor created by us both. It’s going to be a truly lovely space, inspired by nature with a cohesive mix of unique items. I can’t wait to share it!
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
My favorite little day adventure is to have brunch on the patio at Figaro Bistro in Los Feliz, browse the indie book store, Skylight Books and then treat myself to a flower bouquet at the cutest flower stand in all the lands, Floral Art by Mia. I love taking my new book to the Huntington Library or Descanso Gardens, going for a little stroll and then settling into a secret, tucked away spot in the gardens to read. Hitting up Griffith Observatory at night, with a little snack or glass of wine to toast the sunset is a lovely way to end the day. Thrifting on Magnolia Blvd in Burbank with potato balls from Portos for breakfast and lunch at Aroma Cafe followed by a stop at The Iliad Bookstore, and a trip to Sweetsalt Food for a lavender vanilla latte & macaron. Basically, I’m all about yummy food, gardens and bookstores.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Amy Everhart- my business mentor, without whom I wouldn’t be in business. She showed me through the in’s and outs of business and, most importantly, believed in my dream! https://www.amyeverhartcoaching.com/ Hallie Anoff- yoga instructor and manager of the Eagle Rock One Down Dog. She saw me put my dream out there introduced me to Amy, ushering in a huge change in my life. https://www.instagram.com/hallieanoff/ One Down Dog Yoga Studio- for creating an awesome community that supports each other and fosters openness. https://onedowndog.com/location/eagle-rock-yoga/
Most importantly, my husband. He’s consistently supported me at every turn and never doubted my ability to accomplish all I set out to do. His unshakeable love and support buoys me up in the best and the worst of times. I don’t think I could be doing anything of this without him.