We had the good fortune of connecting with Talia Boone and we’ve shared our conversation below.
Hi Talia, we’d love to hear more about how you thought about starting your own business?
During Covid lockdown in 2020, I was looking for a particular service: a company that would deliver fresh cut flowers to my home, for me to arrange myself. After quite a bit of online research, I realized that what I wanted didn’t exist. While there were several flower delivery services to ship professionally designed floral arrangements, there were no options for DIY flower arranging. That was odd to me, considering that particularly at that time we could get just about anything delivered to our homes and I was certain that I wasn’t the only person who enjoyed the experience of arranging fresh-cut, high-quality flowers. Being a seasoned entrepreneur, I recognized there was an opportunity for me to fill a hole in the marketplace. That was the week before Mother’s Day 2020, and I immediately went to work putting together a wireframe for what the business could look like. By late July 2020, we launched what is now Postal Petals® in beta with more than 20 farm partners signed on to ship for us. Today, Postal Petals® is like a farm-to-table produce box or like a meal prep delivery service, but for fresh flowers. We partner with domestic flower farms to ship bundles of fresh cut flowers to our customers all across the country to design their own do-it-yourself flower arrangements as a form of creative expression and relaxation.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
What truly sets Postal Petals® apart from a traditional flower company is that we don’t actually consider ourselves to be just a flower company. Rather, we describe ourselves more as a multi-touchpoint self-care + wellness company that partners with domestic flower farms to ship bundles of fresh cut flowers to our customers to design their own do-it-yourself flower arrangements as a form of creative expression and relaxation. Our goal is to disrupt the traditional floral industry by changing the way people engage with flowers from a ready-to-use product to an interactive wellness experience. We are the first to utilize interactive flower arranging activities as a tool to encourage emotional, social, and environmental wellness. More than just a flower company, we are a health & wellness company using DIY flower arranging to meet the booming demand for self-care solutions in both the DTC and B2B markets. We are distinguished by our company values. Those values include supporting any number of social justice initiatives. I’m a big believer that flower arranging has therapeutic benefits. With that in mind, we are actively looking for opportunities to make a real impact through meaningful collaborations with social institutions that sit at the center of our communities like schools, youth centers, abuse or homeless shelters, prisons, rehab facilities, law enforcement agencies, etc. by utilizing the therapeutic benefits of flower arranging to encourage mindfulness, meditation, healing and self-care as an engaging, attainable form of mental health for those who need it most.
The thing I’ve learned along the way is to make sure I have a great team around me and be certain I’m lifting other people up, as they are with me. Community-building is very important to our mission. We believe strongly in the power of community and often reflect on the tenets of the African proverb: If you want to go fast, go alone. If you want to go far, go together.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Well, I’m actually from the LA area so my best friend lives right up the road and grew up here too, but I love an adventure so I’ll play along. My week would start with a Monday night hang at Cecconi’s in West Hollywood. Before the pandemic, they had two of my favorite things: an incredible chicken panzanella and half off to members on Monday. They’ve since taken it off the menu and cut the discount, but we’re so used to going as part of our regular routine, we keep it going.
Tuesdays are for Tacos. Period. So we’d take a drive down to Leimert Park and hit up Regency West for the best Taco Tuesday action in LA. You can always count on them for good eats, solid vibes and a dancefloor with a DJ that never misses.
Wednesdays will vary based on what’s going on in town that week.
Thursday evening, we’re definitely going to Wally’s on Canon for a lovely cheese plate and red wine.
Friday we’ll order in, throw on some good music, pour a glass of something cold and decompress from the week while arranging flowers and chatting.
Saturday morning, we’ll probably hike Los Liones Trail, easily my favorite hiking trail in LA with sweeping views of the coastline. Afterward, we’ll hit up brunch at any one of LA’s solid options like Nic’s of Beverly or Laurel Hardware.
Sunday morning, we’ll sleep in and hit up the Melrose Place Farmers Market for the making of fresh guacamole before heading to a friend’s house for our weekly Sunday Funday poolside gathering.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
That’s easy. After looking around online for other ways to get my hands on some high-quality, fresh cut flowers, I came across a flower wholesaler who shipped large volumes of flowers to retail clients all around the world. Never one to be too shy to ask for what I want, I had the audacity to cold-call him hoping to convince him to reduce his minimums and ship me a small order of flowers that I could arrange at home. He was firm that he could not grant my request, but at the same time generous enough to spend more than 2 hours on the phone with me explaining how the floral industry works, how greatly it had been impacted by the pandemic and why it wasn’t possible for him to fill a small order like mine. That conversation was pivotal. I learned about the obstacles that prevented him from accommodating my request, but by the end of our call my mind was on fire with inspiration and ideas. I also had support and encouragement from family and friends, who were among the first to place orders with Postal Petals®.
Images of Talia Boone in red skirt, please credit: Jasmine Wright All other images are c/o Postal Petals