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

Cali, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?

The idea of Calista Florals feels like it just came to me without me even noticing. I was working at a local flower shop in my hometown and started an instagram page solely as a portfolio. Then, as I was creating and falling deeply and quickly for the art of flowers I increasingly thought to myself “just start your own business” or more of what I thought would have been a casual side hustle at the time. (Although I’ve done nothing casual in my life, I usually go head first). It really just flourished from there. It was a “when you know you know moment” I only felt comfort and excitement at the idea of branching off, having just dipped my toes into floristry.

The idea of owning my own business felt so freeing and right. I have always leaned toward entrepreneurship. I crave the freedom of really living but also doing what I love on my own terms. Also being a young mom, I want to really model to my kids that you can do absolutely anything you want in this world, do it with passion, intent and true reasons and you will always find yourself abundant.

I live in a small town in Virginia, closer to the border of West Virginia than D.C. There aren’t many wedding and/or event florists out here. It felt like an opportunity to provide where there weren’t many options and be able to create and be a part of intimate moments for people, in the area that I grew up in. That felt special. My style is also a bit different than what this area typically sees. That thought did worry me at first but, I knew that there are like minded individuals out here and if its meant to be, it will.

Now being a part of the florist community, I have had the pleasure of being able to work with such beautiful and brilliant individuals and take inspiration from every day. I feel the way I see the world has only elevated and enhanced since opening my creative to flowers and design. There is always something to learn, grow from and be inspired by. Whether it be people or a flowering vine taking over the side of a building. I have never been so grateful and more in awe of the gift from nature, that is flowers. It makes running the business almost too easy.

Cali, 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 grew up in a small town in the Shenandoah Valley of Virginia surrounded by the Blue Ridge Mountains. I love the quiet of the small, rural town and enjoying the nature along with it. It makes sense why my style leans more towards simplistic, intentional and organic. The funny thing is though is, that growing up I was never the creative. I didn’t take the art classes in school. I was awful at drawing or even envisioning. I stayed far from it. I got a job at a local flower shop right after the height of COVID. For a while there I couldn’t quiet understand or see how I could go from the point I was at, to the point experienced florists are. As months went by and I threw myself into the art, the little things started clicking for me. Being able to identify more and more flowers, color theory, the mechanics behind an arrangement, the care of the flowers, knowing what flowers to use in what vessel or medium and knowing what will live. I started seeing a huge shift in my knowledge. I practiced at the shop and at home, any chance I got. At all times was itching to design and push myself with different styles as well. Floristry is an art form that comes in many different forms.

Calista is a Greek name, meaning “most beautiful”. Born, “Calista Florals”. I currently offer full service wedding and event floristry design in Northern Virginia and beyond. I work with planners and directly with brides who may not have planners, as well as company’s and businesses. My style is ethereal, organic and wild, inspired by nature and the natural growth/flow of things. Its important to me that the flowers invoke a feeling. Of awe, love, peace, even sadness and anger are okay. It is an art form and art is perceived differently by everyone.

Its important to me that my business is based on foundations that I myself also believe and practice in. As in, the Earth and how we care for it. This Earth provides us with everything and also the flowers that I get the privilege of doing my job with. Therefore, I strive to always be as sustainable and eco friendly as possible. I do not use floral foam or any other chemicals in my work. I care about myself and the client and the Earths health. I try to connect with each client (especially weddings) to really get a feel and ground myself with this special moment that they have invited me to become a part of. My hands get to touch every single stem that is a part of their moment and that is amazing.

Have you ever had to pivot?

This question is so good. It ties in with a lesson I’ve learned: to relinquish control. My whole life has been a pivot. I had a child at 17 years old. Talk about a pivot. The path I thought for sure was for myself was to go to medical school, possibly even the navy and train to be a surgeon. That was my path. (Or so I thought). Once I had my son, life changed for me, cliché I know, but its true. I had had big goals, never put an importance on having kids of my own and then I have one at 17. And i was okay. I was more than okay. The biggest lesson I am still learning from is being a mother and its more beautiful than anything I have experienced. I truly believe I wouldn’t be doing what I am today. Every event in your life isn’t happening to you. Its happening for you. When I grasped this and to relinquish control, I felt more stable and okay with the unknown than I ever had. There’s always going to seem like there is an obstacle to pivot around if you think that way. Every pivot is growth and I welcome them in my life and business, for without them I wouldn’t be the woman I am today.

Any insights you can share with us about how you built up your social media presence?

Social media is such an important tool this day in age to get exposure. That does not make it any less hard to keep up with. I started my page as a portfolio only on Instagram. Once I decided to start an official business, I wiped that account and started fresh. Admittedly, I followed a lot of people who were already following pages that were like mine. Then the things that I found helped were: relevant hashtags on every post, tagging the location and any other pages/brands that related to the post, and posting often. Engaging with the like-community is important as well. Part of being a self ran business owner is becoming savvy in social media as well, ha. I paid attention to my analytics and when it was the best time to post and let me say you cant go wrong with “boosting” a post. Its an investment into your business, and has been extremely helpful for exposure to my page.

Contact Info:

• Website: calistaflorals.com
• Instagram: https://www.instagram.com/calistaflorals/
• Other: Pinterest: https://www.pinterest.com/calistaflorals/

Image Credits
Sade Schmitz (Shoot The Schmitz)