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

Hi Annie, what’s something about your industry that outsiders are probably unaware of?
I feel that there are two main things; first how physically laborious floral design is. It is incredibly taxing and requires not only very early mornings and long days on our feet but also an incredible amount of strength and stamina. Half of a florist’s job is lugging around heavy buckets of water, never ending boxes, lifting, loading, unloading, going up and down ladders about a million times, installing things in tricky settings, etc. People often romanticize this idea that florists “play with flowers” and it could not be further from the truth. Floral design requires a very specific skill set, eye for color and design, capability of inventing and engineering mechanics for installations, physical capability, and meticulous budget, staff, and time management all while making sure you don’t kill your flowers and everything is running perfectly on the timeline. Please don’t tell florists what they’re doing is “cute” haha!

The other very wonderful part of floristry that is near and dear to my heart is our wonderful, loving community! It truly is such an open supportive space where we all help each other out. We all are kinda figuring it out as we go and it’s so encouraging to have other florists who will give tips and tricks from experience and all of the amazing freelancers out there who really make the events happen. We work for each other when we can, refer each other jobs, and I really don’t feel a sense of competition in our community; much more camaraderie. It’s so fun seeing all my flower friends whenever I am down at the market 🙂

Let’s talk shop? Tell us more about your career, what can you share with our community?
Recently I’ve been getting feedback from clients that they feel I have a unique way of reaching into their brains and really translating their vision from words and photos into a real life object. I like to think that I have a process of intuitive floral design, or almost being a like flower medium. It’s really important to me that my clients feel very seen, heard and supported throughout our process together and it excites me when I feel I can start to think the way that they would think.

I’m really proud and excited about our growth over the past few years. Of course the pandemic was a huge hit to the wedding industry but we are bouncing back stronger than ever which I feel really grateful for. We’re now in a position where we’re doing fewer events per year but they are much larger and more and more destination events which is what I’ve always wanted.

It definitely hasn’t been easy!! I had a real shift with how I view my career and identity in 2020 and feel in a much more healthy and balanced place with it but that definitely comes with a new set of challenges. I feel like one of the biggest lessons I learned between all of the postponements/cancellations in 2020 and then ALL of the weddings happening at once in 2021 is that everything ALWAYS works out. Yes, there will be times that you have to work 18 hour days for weeks at a time, and then there will be months that you go without any projects at all, but it all always works out. The things that NEED to get done with always get done; and if it’s doesn’t…then it wasn’t as much of a priority as you thought. I think I would just want people to know that at the end of the day we are all doing our very best and will always go to the ends of the earth for each and every one of our clients.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Wow this is overwhelming hahaha there’s so much to do!! I would definitely take them for a tour of the flower market…probably followed with a tour of the grand central market because that just sounds like a very lovely morning. Going to the beach would be essential; I love spending the day at point dume and then going to the sunset for happy hour. I would definitely take them to my favorite hiking trail in glendale at brand park. It’s really challenging but has the most incredible view at the top. Probably also to my favorite hot yoga classes at white heat yoga in north hollywood. There would definitely be really good food mixed into this entire week…favorite spots include night + market, pace, republique, kazunori, figaro, L&E, and bar stella. I could go on…lol. Some rooftop hangs would be essential too – both of the proper hotels would be on the list; the design is impeccable. And lastly I’d probably take them on a little mini trip out of la to ojai or los alamos. Something a little slower and more relaxed 🙂

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would love nothing more than to dedicate this shoutout to the floral community! We are stronger and better together and I am so thankful to every other florist in my life who has helped, supported, freelanced, given tips and tricks and encouraged me along the way!!

Website: www.bestdayeverfloraldesign.com

Instagram: @bestdayeverfloraldesing

Facebook: https://www.facebook.com/bestdayeverfloraldesign

Image Credits
Film image by Katie Hoss photography – www.katiehoss.com

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