We had the good fortune of connecting with Lindsey White and we’ve shared our conversation below.
Hi Lindsey, we’d love to hear about how you approach risk and risk-taking
Risk taking…oh boy! I’d say, owning a business is a risk in itself. I’ve always dove head first into everything I do, so starting a business was no different. I was newly engaged in 2015 and really overwhelmed with wedding planning. I knew that I didn’t have the budget for a florist, and figured doing my own wedding flowers was gonna be “sooooo easy” (WRONG, we will get there later). Anyhoo, it all started with a mish mash of artistic floral Pinterest photos, frequent trips to the flower market and a couple free workshops here and there that I had found on Instagram. What happened was, I FELL in love with the flowers. I couldn’t wait to try out new flower recipes, methods, techniques, etc. It just clicked for me. I was in my millionth year of college at Cal State LA (turns out you’re not supposed to do community college for 9 years…who knew!), and I was miserable there. I dreamed of becoming a florist but was convinced I didn’t have what it takes to make a career out of it. My wedding day came, and the flowers turned out fine (at the time I thought they were amazing, with a trained eye, I can now see what I did wrong). I was still hooked on arranging flowers, learning about proper care, various types, etc. Here’s where I may lose some of you. I got married to someone I knew that I would most likely divorce. I realize now, that what I really wanted was a wedding, not necessarily marriage. I quickly fell into a depression shortly after our wedding because I felt trapped. (no fault of his or mine, we just weren’t right for eachother). I made a visionboard after my wedding at the end of 2016. I put a clipping of a flower bouquet on there with the intention of “just selling one arrangement” in 2017. A few days later, my friend asked me to do her entire wedding and was going to pay me! I can’t explain what happened then. I just knew it was right. School wasn’t right, my marriage wasn’t right. But the flowers were. I clearly remember my ex husband telling me that something changed in me when I was in front of an arrangement. He was right. I was at peace. Within the next few months, I made an Instagram, filed all the correct paperwork, had a website. I called my business “La Rosa Que Crecio” which translates to “the rose that grew” in Spanish. (I am Spanish, Mexican, Irish) I left school and have never ever once regretted that decision. I had found my purpose and for me, it wasn’t sitting in a classroom waiting for a degree for a job that I may or may not like. (I am not telling you to leave school if that gets you to your passion….I am telling you that after lots of time studying about things I wasnt passionate about…I just happened to find something that didn’t require a degree). I might go back one day. Who knows! Okay, back to risks. I dove head first into this and booked 20 weddings within my first year and continued to suceed. I made a zillion mistakes and didn’t make any real money for some time (due to poor pricing and mis-management). Sometime early 2018 I knew that things were coming to a real end with my then husband. I had learned how strong I was within my first year of business. I learned all kinds of things about myself. I didn’t know that I was that capable of great things. I had stopped trying to please everyone by getting a college degree, and found something that was much more suited for me. I figured, I could stop trying to please others by staying in a union that no longer served me. We parted ways amlicably and to this day, there’s no one else I’d rather gone through a divorce with. He was kind, loyal and supportive. I lived on my own, and ran my flower business doing events from my apartment. I had a side job for a while and eventually shed that (taking risks!). It was clear that when you move toward the thing that gives you that pitter patter, warm, oooey-gooey thing…it’s not taking risks. It’s going to work out. I promise. Stay the course. It doesn’t always look like it will, but if you stay true to your passion it ALWAYS will. It’s some weird Oprah, sage burning, law of the universe stuff. It’s just always worked for me. My business took a deep hit in 2020. My calendar for that year that had been booked (some events 18 months in advance!)…was cleaned out in a matter of moments. I was heartbroken. I let myself watch Keeping Up With The Kardashians and cry for a good 4 months before I found it in me to get motivated. What was I going to do? I had to make lemonade out of lemons. I recently switched things up and dropped “La Rosa Que Crecio” and started promoting my business by my name.,,,Lindsey White. Studio. Florals for events are still going to be a large part of my business but I’ve decided to take the leap and start offering everyday arrangements, bi-weekly floral arrangements, event design, garden design. I don’t know what will happen next. This year has been so uncertain. BUT the flowers have gotten me through some things. I know I will make it through this too. I am anxious about the future but remember that I have a home (with my own studio! quite the upgrade from my craking out 25 centerpieces in an apartment kitchen) that I love, an amazing partner who is perfect for me, a loving family, and a snuggly dog. The cool thing about taking risks is once you do it, its not scary anymore and you get to do a million other scary cool things. I can never go back to “playing it safe”. I think I also just love to try new things even if they’re risky. You can see that alot in my work.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I got to where I am today in my floral business by just jumping in. One of my favorite quotes is from Elle Woods in Legally Blonde…”What like its hard?”. It isn’t easy. I had 2 experiences in 2019 with unhappy clients and it really messed with my head for awhile. I took it so personally. But I am also so grateful for those experiences because I learned from them. Some lessons I learned along the way are to be confident in your work and pricing. As an artist, you get to decide the value of your work. Stand your ground. I’d like people to know that behind my brand is a hardworking girl who thinks outside the box when it comes to florals. I am always eager to try new, different things that havent hit Pinterest yet. I will always be myself and want to connect with my clients so I can get a feel for what designs are truly made for them. I also have been working hard to upcycle more by revamping vases and pots, reusing as much as possible. I also cut out floral foam from my arrangements because they are toxic and do not break down in landfills.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
On a day off in a pre-covid world this is what I would do if I had 24 hours with my best friend in Los Angeles. We would up early early to avoid Los Angeles traffic and head to Newhall. I live in the Valley now but I grew up in Santa Clarita. I would order a breakfast burrito, with a side of curly fries and ranch from Jimmy Deans (the one on Lyons, not the new one). After that, we would definitely need a nap. So we would go back to my place and fall asleep to some murder TV and take a nap with my English bulldog, Stella (she is queen of naps). We’d resurface sometime around 11am. I’d force my friend on a drive through Los Angeles to show them all the cool “haunted spots” in Los Angeles. I would make them suffer through my vast knowledge of weird Los Angeles murder history. After a couple hours of that, I would be hungry again. We’d hit up my favorite sushi spot in the Valley, Kazuki. I’d love to finish off the day at Wi Spa. A korean day spa downtown. Its a really magical place. The women and men’s floor are nude, the coed floor is clothed. They have a cafe. saunas, steam rooms, tv, a nap room, a store, a library. It’s such a unique experience that I won’t say much more here. You NEED to go. We’d definitely get a scrub and a massage. I’d order a bowl of their spicy ramen and go home and go to bed. I am sorry all of my things involve food.
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?
I want to shoutout Boards By Laur. She makes beautiful cheeseboards and other grazing stations. She thinks outside the box. Her instagram is @boards_by_laur
Website: www.lindseywhitestudiola.com (coming soon! its ALMOST done)
Other: TikTok- lindseywhitestudiola (lots of tutorials there)