We were lucky to catch up with Dusty Wehmeyer recently and have shared our conversation below.

Dusty, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I wish I could say that I started Poppy Layne with a profound idea… but it started with one late-night “what if” moment that I couldn’t shake. I had been involved in building small businesses (for others) for so many years. I wanted it to be MY turn.

The very next day, I made a messy list of everything I’d need to figure out, from filing an LLC to finding where I needed to buy flowers and what type of florist I wanted to be. Within a few weeks, I had a name, a simple website, my first social media posts out in the world and really no idea what I was doing or getting myself into.

That first year was all about saying yes…. to small arrangements, sympathy work, weddings that didn’t align to my style anything that let me test what I like, build a portfolio and start earning client trust. I lived in a constant loop of try, learn, adjust. Those little steps stacked up until “what if” turned into a booked-out wedding floral business.

Dusty, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Dusty, the owner and brain behind the blooms at Poppy Layne Floral Design in Central Texas. We create bold, luxury wedding florals that are as stunning as the love stories they celebrate. My background in fast-paced, problem-solving roles taught me how to handle wedding day pressure, and my love for design led me straight to flowers.

We offer full-service floral design, à la carte options, and even DIY Bloom Kits for hands-on couples. What sets us apart? We don’t just “do flowers.” We design moments that stop guests in their tracks and live forever in photos. I’m most proud that our clients feel truly seen in our work, and I want couples to know: if you want florals that feel like you and wow everyone else, you’re in the right place.

We’d love to hear the story of how you built up your social media audience?

I built my audience on social media the same way I built my business, by showing up consistently and letting people see more than just the pretty flowers. Showing them “me” and earning client trust.

In the beginning, I didn’t have a marketing budget, so Instagram was my storefront. I knew that I needed to learn how to utilize social media to create an audience for my business. I posted everything, behind-the-scenes, finished installs, even me hauling buckets of flowers in 100-degree Texas heat. I shared tips, mistakes, and little “hot takes” about the wedding industry that made people stop scrolling. Over time, that mix of expertise, transparency, and personality started attracting the exact couples I wanted to work with.

My biggest advice for someone starting out?

Start messy: waiting until it’s perfect will keep you stuck.

Be a person, not just a brand. People connect with people. Show your face, your voice, your quirks.

Mix education with entertainment… teach them something, make them feel something, or make them laugh (my sense of humor comes in handy here). Ideally, do all three.

Engage like crazy. Comment back, answer DMs, and treat followers like friends.

Social media is less about going viral and more about building trust. When you show up authentically and consistently, your audience will not only grow, they’ll also stick around.

What’s worked well for you in terms of a source for new clients?

Honestly? Social media, hands down. Instagram has been my biggest source of new clients because it’s where I can show not just the finished flowers, but the process, the personality, and the behind-the-scenes that build trust.

Most of my bookings now come from couples who say, “I’ve been following you forever and knew you were the one.” The rest come from referrals, which I love because it means past clients and vendors are out there hyping me up.

Contact Info:

• Website: https://www.heypoppylayne.com
• Instagram: @heypoppylayne
• Facebook: Poppy Layne Floral Design

Image Credits

Jessica Chole Photography
Erin Marcin Photography
Angelina Loreta Photography
Moody Bleu Photography