From assisting friends and their DIY wedding flower endeavors to professional florist, meet E. Floral Design! After realizing she wanted to do more of what brings her joy, owner Emsley launched her wedding flower business in hopes of telling love stories through her incredible floral designs. Her taste and detail orientation allow for expressive and unique looks all while keeping the cost economical. If you’re ready to tell your story “glass half-full and filled with flowers” then keep on reading to learn more about E. Floral Design!
Tell us about E. Floral Designs + how long you’ve been in business.
Emsley: In the slowed-down rhythms and shrunk-down spaces of the wild and difficult year that was 2020, I dreamed up a way to do more of what I love—celebrating the in-between and every-day moments—and helping others do the same. I’m a big believer in choosing happiness. Life is hard. Being a human is messy and painful—but it’s beautiful too. We can’t always change our painful circumstances, but we can choose to look for the beauty, to find the good in things, and create moments that bring us joy. I launched E. Floral Design at the end of 2020, and it has been a wonderful, exhausting, (sometimes terrifying) journey thus far. I’m excited for all that 2022 will bring!
How did you get started in weddings?
Emsley: Like a lot of people, I started out doing flowers for my friends’ weddings, either because they didn’t have the budget for a “real” florist, or they wanted to “do it themselves” and I volunteered to help. I realized pretty quickly that being the florist/bridesmaid/hairdresser/wedding guest is VERY stressful! Now, being “just the florist” feels like a breeze.
What’s the philosophy behind E. Floral Design?
Emsley: I’m a lover of storytelling—avid reader, self-proclaimed movie critic, and forever theater kid at heart. And I’m passionate about the stories we create for ourselves—each time we give someone the benefit of the doubt, choose hope, or make spur-of-the-moment pancakes. I believe in the power of twinkle lights, singing in the car, and drinking champagne on a Tuesday. I want to help people create these stories. To celebrate the in-between and every-day moments. To see them for the big moments they truly are. So, let’s write some stories together—of glasses half-full and filled with flowers.
What are your strengths compared to others in your category?
Emsley: I’ve got expensive taste, but I’m pretty frugal. So I work hard to create elegant, unique designs, while still keeping costs as economical as I can for my clients. Part of how I do this is by spending a lot of time upfront planning and researching each bloom and floral element to create a cohesive color palette and detailed design plan. I’m very detail-oriented, and this pays off day-of because I’m able to execute the vision efficiently and pivot easily if complications arise.
What attracts couples to your business?
Emsley: My ideal couple is one that looks at the whole picture of their wedding day—who want to capture a feeling and create an atmosphere and experience that expresses who they are and what they love. To me, flowers are about setting a tone and telling a story, and I love working with couples who value the beauty and ambience flowers bring to their celebration.
What is the most innovative new product, service, style or other aspect of your industry that brides and grooms might appreciate?
Emsley: I’ve loved watching wedding florals trend toward more organic, garden-style arrangements. I believe in working with the natural shape, texture, and color of your blooms, and creating designs that incorporate the environment and setting, to better tell a cohesive story.
Thanks for sharing Emsley! We couldn’t be happier to have you as a vendor of Nashville Bride Guide!