34
Feature
February | 2023
Élan
House
of. I research and understand my market and
the markets I want to tap into. My strategy is
organic and staying true to my business, never
trying to follow what someone else is doing.
FR: DO YOU EVER THINK ABOUT
OPENING A RETAIL LOCATION?
SH: Yes and no. I've had an idea to develop a
"space" for years, but it wouldn't be a typical
retail fl ower shop. at's not me.
FR: WHY IS THE STUDIO FLORIST
BUSINESS MODEL RIGHT FOR YOU?
SH: It enables Élan House to constantly change
and grow. I get to be more personal with the
clients and create one-of-a-kind pieces, and
test the waters. It allows me to take on projects
in other cities and states, and, most important,
it allows for fl exibility and balance in my life.
FR: WHAT ARE SOME ADVANTAGES
AND DISADVANTAGES OF THE STUDIO
FLORIST BUSINESS MODEL?
SH: One advantage is that I get to serve the
community and create art that speaks to me
and supports initiatives that are dear to me.
I'm always learning, developing relationships
and connections, and seeing how clients and
supporters react to my work. Disadvantages are
really no diff erent from those experienced by any
fl orist who does event work, including working
early mornings, late nights and weekends.
FR: WHAT OTHER FLORAL DESIGNERS
INSPIRE YOU?
SH: I love Drew Rios from Rogue & Fox Floral Co.
in Los Angeles. Her overall vibe makes me feel like
we are homegirls. When I fi rst saw Maurice
Harris, owner of Bloom & Plume, also in the L.A.
area, in the commercial for Microsoft Surface
laptops, I asked, "Well, who is this?" He keeps me
cackling, but I love how expressive he is in his work.
