Alright – so today we’ve got the honor of introducing you to Beatrice Balmaseda. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Beatrice, thanks for joining us today. Can you talk to us about how you learned to do what you do?

I am originally from Switzerland. Learning to be a florist in Switzerland is much different than in the United States. Following high school I entered a trade program. The entire training lasts three years. During that time I had to take many classes while working full time at a flower shop. The classes were extensive. They included subjects like botany, color theory, design elements of line, shape, and form, drawing, and even bookkeeping. I had to study for so long to learn the Latin names for every kind of flower and greenery. Each has three names, and I had a big book to memorize.

While taking classes, I also worked at a large flower store located at the train station in Berne. I worked at the same place for all three years. Two new apprentices started each year and followed a training plan. Year one, we spent most of our time cleaning and learning about the day to day operations. Year two concentrated on design elements and filling basic orders. By year three I was able to do wedding and sympathy work while also preparing for my practical exam. The exam is a show in which judges evaluate our work. Some of the items I made were planned and practiced. I designed samples of wedding items, sympathy items, and one special extra large bouquet. The exam also included a freestyle portion which was unplanned. The instructors gave me a variety of materials, and I had to create items on the spot. I chose the theme of a futuristic dinner party to showcase my work. Following the exam the judges scored our work and we received our diplomas. I felt so proud to accomplish what I set out to do, and I was hopeful that someday I would own my own flower shop. Several years have passed, but now I have finally achieved that dream.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Between my training in Switzerland and now, I have worked many jobs, found love with my husband of fifteen years, moved to the United States, and had two sons. I never lost sight of my dream to one day have my own shop. In 2018 I opened my business out of my basement. I designed a hand drawn logo and advertised through friends. By 2021 I had outgrown my space and needed to move. I found a store location and signed a lease. On August 2nd, 2022 Bea’s Flowers opened!

There are many flower shops people can choose to fill their orders. I did not want to be just another shop offering the same things. I wanted to use my training and eye for design to offer something completely new and different. My passion is creating modern arrangements using materials that you cannot find in other shops. It has been challenging to find the right clientele for such a different style. I have learned that I need to offer a variety of traditional and classic items as well. However, my goal is to not lose my own style as I create new offerings. For example, I love to add an armature of tree branches to a compact bouquet to make it distinct and interesting.

Another way I try to set myself apart is by helping customers create one of a kind arrangements they can showcase at their events. People will often come to me with a special vase, an old wedding photo, or a small item they want to incorporate into the design. I have made an arrangement in a family heirloom vase. I have taken a wedding photo and recreated a bouquet for a 50th anniversary. I have also made a sports themed funeral spray for an avid fan who passed away. Helping people express their emotions by creating a piece that fulfills their vision is so rewarding and makes my work meaningful.

Have any books or other resources had a big impact on you?

Last November I was looking for resources to help my business succeed. My training prepared me for all the design obstacles I might face. However, some of the behind the scenes business decisions left me wondering how to be sustainable. I found a resource while searching for answers. Her name is Alison Ellis, and she runs a coaching business specifically for florists. I have taken a couple of her online courses and even met with her one on one over the phone. Her business concepts have completely changed the way I order and price flowers. She is a big reason we are still open today.

Is there a particular goal or mission driving your creative journey?

As a small business, we strive to make our customers feel valued and understood. This is true whether they are purchasing a small bouquet for a dance recital or have a huge budget for a grand wedding. My goal is to use my gifts to create unique show stopping centerpieces and to also design small artistic arrangements that will brighten the day of a friend. My goal is to help people express their emotions through the flowers I help design. I want every customer to have a great experience and come back because they know we care.

Contact Info:

• Website: https://www.bea-flowers.com/
• Instagram: @beasflowershop
• Facebook: https://www.facebook.com/BeasFlowers2