We caught up with the brilliant and insightful Shawntee Reed a few weeks ago and have shared our conversation below.

Shawntee, appreciate you joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

I never set out to become a floral designer. It all started with a simple ritual. I would carve out a small budget each week to buy fresh flowers from my local grocery store (Trader Joe’s). I loved the way flowers transformed my space, bringing beauty, warmth, and a sense of renewal into my home. Honestly, it just made me happy. Occasionally, I’d snap a quick photo of my arrangements and post them on social media but nothing too serious, just a little inspiration for my friends.

One day, over lunch, a friend mentioned how much they admired my floral designs and asked if I would create arrangements for an event. I laughed and immediately said no. “I’m not a florist,” I told them. “I just buy flowers for my home.” But they wouldn’t take no for an answer. They saw something in my floral arrangements that I hadn’t yet recognized in myself.

After much convincing, I decided to give it a try. That night, I went down a rabbit hole of YouTube tutorials and Pinterest mood boards, trying to soak up everything I could about floral design. I felt like an imposter. What did I know about arranging flowers professionally? But as I made more arrangements, something clicked. Creativity had always been second nature to me, and floral design felt like an extension of that.

The event was a success. The client was thrilled, and to my surprise, so was I. Still, I thought it was a one-time thing, just a one-off opportunity. But then, that same client asked me to do another event. And then another. Soon, I found myself designing floral arrangements every month while working a full-time job.

At first, I treated it as a side hustle. I didn’t have a website or branding; after all, I had one client, and she was keeping me busy. But the professional in me, kept asking, what could this look like if I took it seriously?

That’s when I decided to make things official. I registered an LLC, set up a payment system, and invested in branding—a logo, color palette, and design elements that truly reflected (me) my style. Even then, I wasn’t sure if I needed a website or a strong social presence. But as my arrangements started appearing on conference stages, in different venues, and at private events, interest grew. It became clear that if I wanted to elevate my business, I had to create a strong presence.

So, I took another leap. I hired a web designer, organized a professional photoshoot, and built out my social media platform. These steps weren’t just about aesthetics, they were about establishing credibility, showcasing my work, and making it easier for potential clients to find me.

Looking back, I realize that this journey started long before I ever thought about business plans or branding. It began with a simple love for flowers and the joy they brought into my home. What started as a personal ritual became a passion, and that passion evolved into a business; one arrangement, one event, one step at a time.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am a leader, a creator, and a storyteller, weaving together my expertise in human resources, education, coaching, and floral design to craft spaces where people feel seen, valued, and inspired. My career journey has taken me across cities like Chicago, New York, San Francisco, and Dallas, each shaping my perspective on leadership, transformation, and creativity.

At my core, I believe in the power of experiences—how they shape us, move us, and connect us. I’ve always been passionate about helping people reimagine their way of being, whether in mind, body, or spirit. That philosophy extends into my work as a floral designer, where I curate bespoke floral arrangements that bring renewal, connection, and mindfulness into personal and professional spaces.

What started as a simple love for fresh flowers in my own home evolved into something much greater; a business that merges artistry with intention. My floral designs range from intimate tabletop arrangements and custom centerpieces to large-scale summit backdrops and stage installations. I also lead corporate off-sites and community floral workshops, using flowers not just as décor, but as a medium for storytelling, reflection, and transformation.

What I am most proud of is how my brand has grown organically through referrals, word of mouth, and the genuine connections I’ve built with my clients. Every arrangement I create is unique, crafted with intention to compliment and enhance the spaces it inhabits. My clients trust me not just for my designs, but for my ability to curate an experience that is deeply personal, immersive, and memorable.

At the heart of it all, my work, whether in leadership, coaching, or floral design is about creating moments that make people feel something. That’s what sets me apart. That’s what fuels me. And that’s the essence of my brand.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

On the Enneagram personality assessment, I am a Type 1—The Reformer. At my core, I strive to be good, to live up to the highest standards, and to lead with purpose. I take risks, but I’ve also wrestled with a deep fear of making mistakes. For me, mistakes meant a loss of control, and with that came the potential for chaos; something I worked tirelessly to avoid.

For much of my career, I operated in high-stakes, unforgiving environments where success felt like a straight line. If you followed the formula, put in the work, and did everything right the first time, you’d be rewarded. So, I perfected the formula. I poured myself into every project, refining every detail, ensuring nothing left my hands unless it was flawless. And, for a while, that approach worked. I was successful, respected, and trusted.

But there was a cost.

I worked long hours, constantly pushing myself to meet impossibly high expectations, often teetering on the edge of burnout. What I didn’t realize at the time was that in my pursuit of perfection, I was leaving little room for creativity, spontaneity, and growth. I wasn’t just perfecting my work, I was boxing myself in.

The lesson I had to unlearn? Perfection is an illusion. Success isn’t about getting everything right the first time. It’s about learning, adapting, and allowing space for evolution. Mistakes aren’t proof of failure; they’re proof of effort, experimentation, and progress. I had to embrace the truth that sometimes, my good was already great!

When I reflect on what shaped my mindset, I see my origin story woven into it. As the oldest child, I spent much of my time around adults, observing how they structured their days, balanced responsibilities, and carried the weight of their work and home lives. My grandparents and mother worked long hours, always providing for the family, always pushing forward. I rarely saw the struggle, the uncertainty, or the setbacks; only the results. And so, I internalized a belief that success meant precision, discipline, and unwavering focus.

I still deeply value the foundation they laid for me. Their resilience, strong will, and commitment to excellence are traits I carry with pride. But I’ve also learned that success isn’t a rigid path, it’s a dynamic process. There is freedom in flexibility, creativity in imperfection, and wisdom in mistakes.

Unlearning perfection has been a journey, but in doing so, I’ve created space for new possibilities, not just in my work, but in how I live, lead, and create.

How about pivoting – can you share the story of a time you’ve had to pivot?

Starting a business is a journey of highs and lows; one that demands resilience, adaptability, and an unshakable belief in your vision. For me, the biggest challenge wasn’t just the mechanics of running a business; it was the delicate balancing act of pursuing my passion for floral design while working a full-time corporate job.

There were countless sleepless nights working late, dreaming of what it would be like to have my own floral studio, yet feeling uncertain about how to make that vision a reality. The thought of leaving behind the stability of my corporate career to fully step into entrepreneurship was daunting. It wasn’t just about taking a leap, it was about making sure I had the resources, the knowledge, and the confidence to sustain that leap.

Early on, I struggled with feeling alone in this transition. I craved a community of like-minded entrepreneurs especially other women who had taken the bold step of betting on themselves. I needed to see that it was possible, that I wasn’t navigating this road in isolation. Through networking, I slowly began to build those connections, meeting women who shared their experiences, their lessons learned, and their strategies for success. These relationships became invaluable, leading to best-practice sharing, referrals, and partnerships that helped shape the foundation of my business.

But the biggest pivot wasn’t just internal, it was structural. Originally, I envisioned my business in a retail storefront, a vibrant space where people could walk in, explore, and experience floral design up close. But as I delved deeper into my operations, I realized that a retail space might not offer the flexibility I needed. I had to rethink my approach. Instead of a traditional floral retail storefront, I pivoted to a commercial space with an appointment-only model. This shift allowed me to be more intentional about the clients I served while giving me the freedom to focus on custom floral installations, corporate events, and private commissions.

At times, I questioned everything, whether I was making the right moves, whether I had the right plan, whether I was truly ready. I spent endless hours researching, refining my financial strategy, and learning the ins and outs of running a floral business. Admittedly, I was flying blind in some areas, but one thing remained clear; failure was not an option.

Looking back, every pivot, whether in mindset, structure, or approach was necessary. Entrepreneurship isn’t about having it all figured out from the start; it’s about adapting, learning, and moving forward despite uncertainty. And in making those tough but strategic shifts, I didn’t just build a business, I built confidence in myself as a creator, a business owner, and a leader.

Contact Info:

• Website: https://www.creativeessenceflorals.com
• Instagram: shawntee_creativeessence
• Linkedin: https://www.linkedin.com/in/shawntee-reed-2ba1a81/