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32 Feature February | 2023 Studio orists typically work out of nonretail spaces, often out tted for large-scale wedding and event design. Clients are served via online; by telephone; or in-person, by appointment. e majority of studio orists design for weddings, parties, corporate events and other specialized work. Here, we take a peek into the business life of Shannon Hill, founder of Élan House in Raleigh, N.C. Hill started working out of her home in 2019, but after a year, she took on a commercial space in downtown Raleigh. She made the change because working from home provided no separation between her work and personal life. Currently, Hill is moving to a more creative workspace, also in the downtown Raleigh area, that will provide her with the ability to host workshops, do set design and handle other projects that require more space. A DAY IN THE LIFE o Studi Floris By Nita Robertson, AIFD, CFD Shannon Hill Élan House Raleigh, N.C. elan-house.com @elanhouse FR: HOW DID YOU START IN THE FLORAL INDUSTRY? SH: Honestly, it's in my DNA. I know that sounds cliché, but my mom is a creative. She designed bridal and formalwear gowns —and fl orals. Growing up, I was never interested; however, in 2009, I began to dream about having a fl ower shop called Blush. Over the years, I created fl ower arrangements for my home and friends. In 2019, I decided to offi cially move forward with my business. FR: WALK US THROUGH A DAY IN YOUR BUSINESS LIFE. SH: No day is ever the same, and there's never a dull moment. I wake up around 6:30 a.m. most days. I read and journal to set my intentions. I call my mom, eat breakfast, review my calendar and head out. I get to the local fl ower markets early to secure the best blooms. I check in with my team to discuss project timelines and designs. Next, we process fl owers, hand-paint or dye pampas grass or greenery, order supplies, and update social channels. And that's a calm day. FR: WHAT IS THE MAIN SEGMENT OF YOUR BUSINESS? SH: I service events of all kinds. I also get a lot of inquiries requesting fl oral designs for photoshoots, activations, corporate events, brunches and dinners—as well as wearables. I get wedding requests, and I've been fl irting with diff erent ideas in that space. FR: HOW AND WHERE DO YOU MEET POTENTIAL NEW CLIENTS? SH: Social media, referrals and random places while I'm running errands, especially when I'm wearing my Élan House gear. FR: WHAT IS YOUR MOST EFFECTIVE MARKETING STRATEGY? SH: Being authentic and having a genuine personality, and showcasing that on social media. On TikTok, you get to see a day in my life as a cultural fl orist. I'm more relaxed; you see everything that inspires me. I'm trying to do more on Instagram, but the platforms are diff er- ent. A friend told me that I am more of a lifestyle fl orist, which I had never thought

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