We’re excited to introduce you to the always interesting and insightful Dalel Snider. We hope you’ll enjoy our conversation with Dalel below.
Dalel, thanks for taking the time to share your stories with us today Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?
When it comes to a small business, like Los Angeles Floral Couture, profitability can vary depending on several factors.
One of our biggest challenges is the myth that one can create and design their floral arrangements for their event to save money.
We are very passionate about what we do, it is not a job, it is our lifestyle.
When you hire our team you are not only relying on a unique and selective group of professionals, but you are preventing any unforeseen elements, such as product quality, availability, longevity, transportation, setting up, weather, etc. and that frees you to get glammed up, enjoy your family & friends time and create memories, that will last forever.
One of our clients, called us last minute the day of her wedding frantically asking us to help her, because all the florals that she designed in her bouquets wilted, due to the fact that she did not have coolers to keep them at an ideal temperature.
Luckily we were able to assist, comfort her and be there for her while she was happily walking down the aisle. No more stress.
Myth or Truth?
Undeniably, it is a sophisticated job!!!
It is, if you can carry buckets, wash buckets, containers, process flowers, lift heavy structures, clean, clean and clean.. thorns everywhere. all gets done with a smile in our faces and wearing high heels!!!!
Another challenge is the competition. You can purchase flowers literally everywhere and we love beautifying the world!
You can only imagine we can not compete with the volume at a large scale like grocery stores, gas stations, pharmacies, hardware stores, etc.
The Floral Spa Treatment
The HUGE DIFFERENCE is that we are floral couture, we hydrate, process and curate our arrangements, not only to be fashionable, but to last longer and we stand firm behind that premise, if your flowers are not au pair, we offer to refresh your centerpiece.
Furthermore, we offer complementary mockups before your event to make sure that we are bringing your vision to life, whether it is for The Rolling Stones’ concert, Los Angeles Fashion Week, we have been featured on People Magazine, NY Times, Tourism and Travel Marketing Association events, Petersen Museum, your birthday, wedding or any celebration in your life.
We are a family owned business and all the street vendors without permits and safety conditions are contributing to more businesses closures, loosing jobs at a bigger scale.
It is so sad to see under age people standing for hours on the streets in very precarious conditions and no regulation or lack of enforcement. I do understand it is a controversial topic, however, we do need to address it.
“OMG, you just designed the florals for the Super Bowl!!!!! ”
It was one of the most memorable events for us. We love all of our corporate events, we love all the behind the scenes, we just don’t get to attend the events.
We arrive at dawn to do an all day set up and work sometime through 3 to 5 days until after the midnight tear down.
Myth: It is a Cinderella story.
Time is a huge factor, and sometimes this is something that does not get added to the equation, so when your clients don’t have the big picture it is harder to convey that we are not just selling flowers. We do not turn into pumpkins.
I believe in the American Dream, being an immigrant, homeless and single mom, I do understand the struggles, but if you do it the right way, you fight and keep on working you can achieve success and make the difference in supporting your community.
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.
DALEL SNIDER CEO & WEDDING ARTISAN
She didn’t set out to be a florist. Dalel Snider was really looking for a way to support her two teenage sons and her new husband who was just diagnosed with Alzheimer’s. Despite having a Master’s Degree in Marketing and Communications, Snider was rejected by several corporations who didn’t want to take on an employee with so many family burdens. Knowing she could do anything she set out to buy a business.
Dalel stumbled upon Glendora Florist, nestled in the picturesque downtown of Glendora, a suburb of Los Angeles. Taking a leap of faith, Dalel purchased the locally-renowned florist and opened her doors on Valentine’s Day of 2011. With no previous experience in the floral industry, this was an act of audacity and courage, but one typical of a woman willing to take risks and push hard for her dreams.
What makes Snider unique is her out-of-the-box thinking. “I wanted a flower shop that wasn’t a flower shop,” she says quizzically. “I love Louis Vuitton and wanted that same luxury experience and products for my customers.”
“My floral arrangements don’t look like the every day. I add kale, cabbage, and seed pods to my arrangements. I love textures and unusual combinations. It’s art more than flower arranging,” says Snider.
Channeling her deep love of all things Louis Vuitton, Dalel transformed her lovely, small town flower shop into a luxury couture flower brand that is taking Beverly Hills and all of Southern California by storm. Her newly-created Los Angeles Floral Couture is now the premiere luxury concierge flower service in Southern California, bringing masterful designs to brides and connoisseurs.
Now that her business has doubled in size, Snider has turned her attention to her other passion – creating jobs, contributing to the community, and lifting people up. Dalel is a two-time winner of the Women of Excellence award by California Congresswoman Judy Chu, and has been honored by local Assemblyman Roger Hernandez for her work and contributions for the community.
The fearless entrepreneur continues to look for unique ways to enhance the value of her service and has joined forces with numerous photographers in Los Angeles and the surrounding areas. Snider and these innovative photographers have created explosive and dynamic design concepts that her exclusive clientele truly appreciate. Their work can be seen in various media outlets nationwide including Ceremony Magazine, People Magazine, Los Angeles Magazine, The Knot, Wedding Wire, The Avenue, among other renown platforms.
Snider’s team strives to make a legacy of excellence by creating exquisite floral masterpieces and by providing a customized and memorable experience to bring her clients’ style and vision to life.
HONORS AND TITLES
Winner of “Five Star Florist” 2016, 2017, 2018 & 2019 by Bloomnation
The Knot’s Best of Weddings 2018 through 2024
Winner of The 2015 ” Woman of the Year Award,” presented by Assembly-member Roger Hernandez
Winner of The 2015 “Women of Distinction Award” presented by Congresswoman Judy Chu
Vice Chair Executive of Glendora’s Business Improvement District (BID) since 2012 to the present
Former President of Executive Women International (EWI) Pomona Valley Chapter
Marketing Chairman for Business Improvement District
Woman of the Year 2014 for Pasadena Magazine
Communications Chair of Glendora BID
Ardent Group Member
Bloomnation Best Florist consecutively since 2017 though 2024
San Gabriel Valley Tribune Best Florist since 2012 to the present
We’d love to hear a story of resilience from your journey.
{Flower Power}
Running a successful business can be a challenging endeavor for an entrepreneur, and there are several obstacles that can impact directly its efficiency.
{Self Power}
If you don’t take care of your health, it will directly affect your journey, in my case I suffered a Stroke. I was paralyzed on my left side and had speech impairment.
The stroke was caused by sleep depravation, lack of stress management, starving mode and not exercising properly. I have recovered from the stroke’s damage and effects.
That was a pivotal time in my life. I had to address all those issues and focus on myself to be able to continue creating and dreaming.
What helped me persevere was my resilience and commitment, without my family’s support and all my friends, that would have not been possible.
Gratitude has been a powerful catalyst that has allowed me to continue creating a vision for tomorrow.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I was a people pleaser, sounds cliché and at some point I do believe we all have gone through that phase one way or another.
I had to learn to be assertive and that it is ok to say “no”. That was a hard one.
I had to unlearn to overcommit.
The backstory started over 30 years ago, when I arrived to this country, I was homeless. I used to sleep out on the streets in Inglewood.
Fast forward 2022, I curated the florals for the Super Bowl LVI , where SoFi Stadium now stands in the same exact streets in Inglewood.
Own your story I Dream I Make it happen
Contact Info:
- Website: www.losangelesfloralcouture.com
- Instagram: @losangelesfloralcouture
- Facebook: @losangelesfloralcouture
- Linkedin: Dalel Snider
- Twitter: @glendoraflorist
- Yelp: www.yelp.com/losangelesfloralcouture
- Other: Instagram: @glendoraflorist Facebook: @glendoraflorist Instagram: @dalelsnider Yelp: www.yelp.com/glendoraflorist www.glendoraflorist.com
Image Credits
@gildedphoto @Khristian Snyder @darianshantayphoto @linandjirsa @bycphotography