Jen Wilcoxon
Which course did you study at Tallulah Rose and when?
Two Week Career Change Course, November 2022
What did you enjoy most about the course?
It’s hard to pick just one thing, but I loved Rachel’s teaching approach, which combined hands-on learning with essential business elements like branding and marketing. The course is a “soup-to-nuts” roadmap for opening your own floristry business, and I couldn’t find anything like it in the US. I also loved the camaraderie with the other students, who came from all over the world and had diverse backgrounds. We were all in it together.
What has been your most memorable moment since finishing the course?
I have had so many memorable moments, but one that comes to mind is of a woman who came to the Balance and Bloom workshop I host once a year with a yoga instructor outdoors, at my studio. We start with a gentle yoga practice and then create floral arrangements afterwards. I noticed one of the participants was very quiet and reflective and as she was leaving, she gave me a big hug and with tears in her eyes said, “Thank you so much Jen. This is exactly what I needed today.” I got into flowers to bring people joy and this was a perfect example of helping to bring just a little bit of joy into someone’s life that day.
What is the best part of having your own floristry business?
The best part of my job is having the creative freedom to design with flowers. I also love coming up with new ideas for my workshops and partnering with other like-minded, women-owned businesses.
What’s the best piece of advice Rachel gave you?
Hands down, the best piece of advice was something Rachel said on the first or second day: “Anyone can do flowers, but you need to give people a reason to buy from you.” This motivated me to design my website and create social media posts that allowed my personality to shine through. I realized I couldn’t just hide behind the flowers; I had to connect with my audience.
What advice would you give your younger self starting out on your floristry journey?
I would tell my younger self not to worry so much about what people think of my work. As a new designer, Instagram can be intimidating because you see the best of the best and a lot of designs that were made just for a photograph. You have to remember that everyone starts somewhere and you will improve over time. More importantly, you will find clients who love your unique style!
What’s been your favourite Client request so far?
My favourite client request came from a law firm that asked me to do flowers for a women-in-business event. It was a massive project, including a flower bar for 200 people, multiple arrangements, corsages, boutonnieres, signage, and an 8×8 foot flower wall. I said “yes” and then figured out how to do it.
I sought advice from two well-established florists I knew, hired a friend and former florist to help with the design, and pulled together a team—including my daughter—to assist with the event. After many days of careful planning, we brought it all together, and it was a huge success!
The best part was watching everyone walk away with the handheld bouquets they had made at the flower bar. Also, the first of creating a flower wall in a short time frame that turned out beautifully! At the end of the evening as we were loading up the truck, we gave some extra flowers to the guys who were breaking down the tables. Seeing the pure joy on their faces as they took flowers home to their girlfriends and wives reminded me of how much happiness flowers can bring. You would have thought they’d won the lottery!
If you could choose any course to study or restudy at Tallulah Rose, which one would it be?
If I could restudy a course, it would be sympathy flowers. This aspect of floristry was never on my radar, but after hearing Rachel explain how rewarding it can be to design flowers for funerals and celebrations of life, I wanted to give it a try. I loved practicing on the handmade basket weave casket from the studio right next door to Tallulah Rose. Because of this experience, I took on a few sympathy flower jobs when I returned home.
Is there an opportunity that springs to mind that Tallulah Rose gave you the confidence to pursue?
The event I mentioned as my favourite client request is a perfect example of an opportunity I would have shied away from if I hadn’t attended Tallulah Rose. I was also inspired to create a website after the course, which has really helped streamline my business.
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