We caught up with the brilliant and insightful Heidi Toren a few weeks ago and have shared our conversation below.
Heidi, looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
Flower Fairies began in our family kitchen, where creativity and the scent of flowers filled the air. Long before it became a business, it was a family tradition, born from our love of nature’s beauty and its power to bring joy. It started with family weddings—each an opportunity to design floral arrangements full of love and celebration.
At first, it was just for fun. Weekend mornings were spent gathering fresh blooms that whispered of romance. We transformed spaces into enchanting paradises, learning and laughing along the way. With every event, our skills and confidence grew, and a distinct style emerged—organic, vibrant, and magical.
Word spread quickly. Soon, friends and acquaintances asked for our help with their events. Baby showers, parties, anniversaries—each brings new challenges and fuels our passion. People say our flowers tell stories, and we realized we had found something special.
In 2023, we officially launched Flower Fairies, inspired by the magic our family saw in our work. Humble beginnings in our kitchen evolved into a growing boutique floral design company known for sustainability and lush, garden-inspired designs.
Today, Flower Fairies stands poised for extraordinary success. We’re growing, collaborating with venues and planners, and gaining a loyal following. But at heart, we’re still driven by the same love of flowers, family, and the belief that even the smallest bloom holds magic.
Heidi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
For me, the evolution of Flower Fairies is deeply personal. As a lifelong musician, I’ve always been drawn to beauty and the ways it can move and inspire people. Floral design felt like a natural extension of that passion—another form of creative expression where colors, textures, and compositions come together to tell a story. Just as music creates an atmosphere and stirs emotions, I see flowers as a medium to bring life, joy, and connection to any space. This journey from music to floral artistry has been one of discovery, blending my love for aesthetics with a desire to craft moments of wonder and meaning.
The joy and pride I feel being on this business journey with my family members is beyond words. Each of them brings such unique strength and creativity to the table, making our business not only a shared vision but a true reflection of who we are. Their passion and talent fuel my own, and it’s incredibly fulfilling to see our collective efforts come together. Working alongside them, I’m constantly inspired by their ideas, determination, and the love we all have for what we do. It’s more than just business—it’s a family legacy that we are building together, and I couldn’t be more grateful for the bond it strengthens in our lives. Each of us brings a unique perspective to our creative efforts, making our approach to floral design dynamic. One has a knack for blending colors and textures, while another excels at crafting designs that evoke emotion. A third is a problem solver, tackling challenges with strategic solutions. Together, we combine our skills to overcome obstacles—whether it’s tight timelines or special client needs—finding innovative ways to bring our floral visions to life.
Our overall creative style brings elegance and beauty to life in any space by blending timeless design with natural wonder. Every arrangement we create aims to evoke joy and gratitude for the glorious world of nature, celebrating its vibrant colors, textures, and forms. We also embrace a sense of whimsy in our designs, adding unexpected touches that bring playfulness and charm to every creation. Whether for a wedding, event, or intimate gathering, our florals transform spaces, adding a touch of refinement while staying true to nature’s effortless grace. Each piece is carefully crafted to inspire awe, drawing attention to the delicate details that make the natural world so extraordinary.
We strive to learn as much as we can about the desires and vision of our clients, understanding that every space and event is deeply personal. By listening carefully to their preferences, stories, and aspirations, we create designs that truly reflect their unique style and personality. Our goal is for the florals to not just fill a space, but to resonate with the people who experience it, becoming an integral part of their story. Each design is thoughtfully tailored, ensuring it melds seamlessly into the overall atmosphere, capturing the essence of our clients and transforming their vision into a beautiful reality.
Let’s talk about resilience next – do you have a story you can share with us?
Our adventure in creating a tablescape on the top of a mountain was nothing short of epic, inspired by the bride and groom’s vision to combine elegance with the untamed beauty of nature. Every element—delicate linens, vintage glassware, and lush florals—had to be carefully carried up the rugged terrain. The view from our table was simply breathtaking, with the ocean stretching out in the distance, its sparkling waters blending seamlessly with the horizon. The challenges of working at such a height—the wind, the altitude—added to the excitement, but nothing could detract from the sheer beauty of the scene. The final result was a stunning tablescape, perfectly complementing the couple’s adventurous spirit, with the distant ocean as a serene and timeless backdrop.
Do you have any insights you can share related to maintaining high team morale?
One of my bucket list wishes is to be the best boss ever, leading with generosity and humility. .I believe that by offering support, encouragement, and a genuine willingness to listen, I can help my partners feel empowered to become the most creative and best versions of themselves. My goal is to create an environment where ideas flow freely, and each person feels valued and respected. Through generosity of spirit and a humble approach to leadership, I want to inspire a team that thrives together, sharing success and lifting each other up to reach new heights. I hope this example offers support to others who may be considering taking a risk and starting a new endeavor.
Contact Info:
- Website: https://theflowerfairieskc.com
- Instagram: @theflowerfairieskc
- Facebook: The Flower Fairies
Image Credits
Blairjenniferphotography.com