Piquing the Senses
By Gina Dostler
There is a special hush that accompanies every venture into a florist’s shop. The presence of delicious smells heightens sensations, connecting the soul to life in vivid color. Floral designer Karla Flores of Fountain Valley’s Elegant by Design lives this everyday, creating floralscapes for weddings, corporate events, fundraising galas, soirees and birthday parties. Her talent, fueled with her enthusiasm for helping clients make their dream events come alive, adds a touch of elegance to her creations.
Q: I see by your name you were born to be with flowers.
A: Flores is Spanish for flowers and yes, it seems to have been fate. When I was 9 years old my mother’s long time friend owned a flower shop and my mom would help out, bringing me and my siblings with her. Then when I was in high school my parents decided to buy their own flower shop where I ended up working full-time as well as going to school, giving me a little bit of a sour taste for flowers at the time. After realizing a floral shop was a lot harder to run than it looked, the family sold it and by that time I was out of high school and had decided to go into the hotel hospitality business but I eventually ventured back into the floral business.
Q: You started your own business?
A: No, I actually worked for another floral design studio for several years where I learned what it really was all about. But then I decided to leave work to raise my children and place my focus on the home. But being a very independent working spirit, I soon found myself gathering up steam to start my own business. With the support of my husband and family, Elegant by Design was born. I’ve been in the business for 10 years now and truly can say I love it. Though through the past years it has had its ups and downs due to 9/11 and the stock market crash, it is a very creative and rewarding business to run. But the best part is I have struck a balance between running an extremely successful business while keeping an extremely successful family life at home. And that is success in itself.
Q: How do you design unique floralscapes for your clients?
A: I think there are a couple of key points that set Elegant by Design apart from other floral shops. And one I hear repeatedly from my clients is how I don’t look at the individual by the dollars they are bringing to the table. Instead I focus on establishing a relationship, learning about them and capturing what they want. And the other point is giving top-notch quality for a reasonable price. A lot of items such as vases, columns, and votives, we have in stock and provide with no additional cost.
Q: How does capturing what a client wants translate to flowers?
A: Flowers are the main attraction, but at times not the focus. For example, I’m planning an event and by getting to know the client, we’ve established three different themes that all need to blend and tie in together into one event – the roaring ‘20s and the Kentucky Derby, both with an underlying Gatsby theme. So capturing this certainly involves props, leaving the floral floating in the background. Flowers awaken the senses and bring in shapes, colors and scents that trigger a state of mind. Flowers lace everything together. They bring in a level of elegance to the palette that nothing else can really match.
Q: Family events can benefit from flowers too, yes?
A: Any event benefits from flowers. My take is flowers are one of those international symbols that put a smile on anybody’s face. Right now celebrating first birthdays has been very popular, with flowers creating designs that awaken the child’s senses from every angle while adding a bit of elegance to the parties. It’s not a new idea. Bar mitzvahs and quinceaneras create wonderful events with flowers a big part if it.
Q: What other items are on the palette?
A: Candlelight has been a very popular factor, now more than ever. Even in a daytime event, candlelight brings added warmth and elegance without making it too formal. The use of décor elements such as seashells, driftwood and sand as well as delectable elements such as eggplant, kale and squash are all portrayed under the presence of flowers. And with me, less is more elegant. Specifically placed floral designs or elements catch the eye with a graceful radiance.
Q: How has the internet influenced your industry?
A: In regards to do-it-yourself designers, it seems there are so many different avenues to generate ideas like Pinterest, putting on an event by oneself is very popular these days. But it’s not so much getting ideas or finding the items, but the time and effort involved. It’s a lot of work, so why ruin every moment worrying about getting everything right and missing out on what is really important. It’s a time when sitting back and enjoying the event is the keynote and therefore hiring a professional is in everyone’s best interest. As a floral design company, we make your journey through a lifetime of events fun and memorable.
CONTACT INFORMATION
Karla Flores
Elegant by Design
10661 Ellis Ave, Fountain Valley,
(714) 964-3181
949.574.9060
karla@ebdflorals.com
