Meet Alison Cronin | Designer & Creative Behind All In Bloom

We had the good fortune of connecting with Alison Cronin and we’ve shared our conversation below.

Hi Alison, have there been any changes in how you think about work-life balance?
Work life balance has been a journey for me. I have always had a really strong work ethic. My mom raised me to be independent and to always be able to support myself, so I started working at 14 and never really stopped. For a long time, I thought my need to stay busy was just drive and passion. But over time, I realized that staying constantly busy was not always a good thing. It was also a way to avoid slowing down and facing some deeper personal stuff I had not fully dealt with.

Looking back, I can see that busyness became a kind of safety blanket. It gave me a sense of control and purpose, but it also made me feel like my entire identity was tied to being a florist. After over a decade in the industry, I had to ask myself who I was outside of work. I started to carve out time for other creative passions, hobbies, and relationships that are not connected to my business.

Now, I am much more aware of what I need to feel grounded. I try not to panic during the slower months, even though that is still something I struggle with. But I know that half of the year can look like 80 hour weeks, so I am working on being more present during the quiet seasons. I am learning to take the time I need to clear my mind, lean into other passions, and simply rest.

It is still a work in progress, but stepping back has helped me reconnect with the joy in what I do. I am learning how to play with my passion again, instead of just powering through the production side of it.

Please tell us more about your work. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today professionally. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
I would not say the journey was easy, but having a deep passion for what I do has made all the difference. When I started at my first flower shop at 19, I was still figuring out who I was and what kind of life I wanted to create. Like anyone in their early twenties, I made some choices that pulled me away from my goals, and I eventually lost that job. As hard as it was at the time, I understood why it happened, and it ended up being one of the most important wake up calls of my life. It forced me to reevaluate my priorities and gave me the push I needed to step into my potential.

After that, I worked in a restaurant for a while and kept doing flowers on the side. That is when I started my first business, Alison Cronin Floristry, and began booking weddings through word of mouth. Then COVID hit, and everything came to a stop. Like many people, I had to pivot, and I found myself back at Safeway at 24. But within a few months, I was managing the floral department. That role gave me a new sense of purpose, structure, and confidence in my abilities.

After about a year, I decided it was time to finally give my Los Angeles dream a real shot, something I had been thinking about since I was 19. I found a flower shop that needed help during Valentine’s Day, came down for a week, and was offered an opportunity to help manage the shop and step into a creative leadership role. With just a few months notice, I packed up and moved to Los Angeles. It was scary, but also the best decision I could have made for myself at the time.

There have been plenty of ups and downs, but I am really proud of how much I have grown over the last twelve years. Every step, even the difficult ones, taught me something important about who I am and what I want to build.

What I want people to know about me and my brand is that it comes from a really honest place. I care deeply about the work I put out into the world. Flowers changed my life. They gave me direction, purpose, and healing at a time when I needed it most. That is what sets my work apart. I am not just arranging flowers. I am telling stories, building experiences, and creating something that reflects both beauty and intention.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend was visiting Los Angeles for a week, I would want to show them all the things I love about this city. It would be a mix of good food, inspiring spaces, and just soaking in the energy of LA.

Day one would be easy and relaxed. We would start at Grand Central Market for breakfast and walk around downtown. I would probably take them to The Broad or MOCA for some art, and then we would grab dinner at Perch to watch the sunset from the rooftop.

On day two, we would head to Silver Lake for coffee and bagels at Courage Bagels (although I do love Layla’s too), then stroll around the reservoir and explore the local shops. Dinner would be at Bacari, which is one of my favorite places for a pretty outdoor meal with good vibes.

Midweek, we would do something a little more low key. I love going to The Grove to work from Barnes and Noble, so I would take them there for a cozy midday hang, walk through the Farmers Market, and maybe catch a movie at AMC. It is simple, but honestly one of my favorite ways to spend an afternoon.

On Thursday, I would take them to Venice. We would walk the beach, check out the canals, and maybe shop around Abbot Kinney. Lunch at Great White or smash burgers at the Win-Dow, and if we are still out around sunset, maybe a quick drink near the water.

Friday night would be for live music or a comedy show somewhere fun in the city. There are always cool events popping up, and I love seeing what we can find on the fly.

The weekend would be packed. On Saturday, we would go thrifting or spend the morning at the Melrose Trading Post, then maybe head to Larchmont for a coffee and a walk. On Sunday, we would slow things down with a walk around the Hollywood Reservoir, then head to Malibu for lunch at Malibu Farm and some beach time. If we are feeling extra, a drink at Nobu to wrap up the trip would be the perfect ending.

There is just so much to do here. What I love most about LA is that it really offers something for everyone. It is creative, eclectic, and full of surprises. Whether you want to relax, be inspired, or have an adventure, this city always shows up.

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?
There are so many people and things I can thank when it comes to my journey in flowers. My family has supported me in so many ways over the years, from helping me attend flower school to encouraging me through workshops and learning experiences across California. I truly could not have done all of that without them. In the very beginning, it was my mom who suggested I look for a real flower shop when I moved out at 19. That led me to my first job at a shop in Roseville, CA where the owner, Katie, really helped me see that I had a passion and maybe even a natural eye for flowers.

I started out working in the flower department of a grocery store when I was 17 with hopes of becoming an English teacher someday. I never imagined it would turn into a career, let alone something that would completely shift the direction my life was headed in. Flowers truly changed my life. They gave me purpose, helped me focus, and pulled me into something bigger than myself at a time when I REALLY needed it.

I have also learned a lot through books. One of my favorites is Think and Grow Rich by Napoleon Hill. It taught me so much about perseverance and belief in yourself. That you can manifest the life you want if you stay focused and truly believe in your vision. The journey really is the best part. I am also about to start The Artist’s Way and I think it is going to help me reconnect with my creativity in a new way.

Between my family, friends, mentors, and peers, I am lucky to have had people in my corner. And at the same time, I want to give a little shoutout to myself for not giving up. For trusting my gut, even when things were unclear. My passion for flowers gave me a completely new direction, and I am really grateful I followed it.

Website: https://www.allinbloomdesign.com

Instagram: https://www.instagram.com/allinbloomdesign/

Facebook: https://www.linkedin.com/in/alison-cronin-59653423a/

Other: tik tok: https://www.tiktok.com/@allinbloom

Image Credits
Jordan Knight Photography
Catherine H. Fisher | Likewise Lens Photography
Max Junio Photography