We recently connected with Danielle Paese and have shared our conversation below.

Danielle, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

My love of creativity began long before I discovered floral design. As a young artist, I was always drawn to expression—whether through fashion sketches in middle school or exploring the countless ways art could breathe life into imagination.

When I stumbled into floral design, it felt like discovering a medium I didn’t know I was searching for. Flowers aren’t just decorations to me; they’re living, breathing art forms that capture emotions, tell stories, and transform spaces. Each stem, each petal is a brushstroke in a living canvas, capable of conveying joy, love, and the most intimate moments of human connection.

My design philosophy is rooted in authenticity and natural abundance. Creation is my greatest teacher, with its unexpected color combinations, intricate textures, and profound sense of intention. When I look at a landscape, I see a masterclass from the Ultimate Creator in design: how colors dance together, how textures create depth, how seemingly disparate elements create harmony.

Tangled Roots was born from this belief that design should be alive, evolving, and deeply personal. The name itself speaks to my approach—complex, interconnected, with roots that tell a story of growth and possibility. Just as no two trees grow exactly the same, no two weddings should look identical. Each arrangement is a unique expression of a couple’s journey, their personality, their love.​​​

We believe every wedding is a divine opportunity to celebrate love’s beauty, and we’re honored to weave your story through our carefully curated floral designs. By supporting a local, faith-driven business, you’re joining a community that sees floral design as more than decoration – it’s a way to reflect the beauty of the Gospel & Creation.

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

Tangled Roots Floral Co. emerged from a serendipitous journey of creative entrepreneurship. Originally conceived as a plant nursery and digital platform during a social media management class, the brand lay dormant until my professional path took an unexpected turn.

While planning my own wedding in 2021, I connected with a local wedding planning company specializing in intimate, micro-wedding experiences. Impressed by my vision and creativity, the company hired me to support their growing business. Working closely with micro-wedding clients, I was immersed in the intricate world of wedding floral design, discovering a profound passion for transforming spaces through botanical artistry.

During my time with the planning company, I saw an opportunity to revitalize the Tangled Roots brand. I repositioned the concept, focusing exclusively on wedding and event floral design. What began as a college project blossomed into a purposeful creative venture, reflecting my intuitive ability to cultivate beauty and meaning.

Tangled Roots Floral Co. now stands as a testament to organic growth, creativity, and the unexpected pathways of entrepreneurial spirit—a brand rooted in authenticity and blooming with potential.

What do you think helped you build your reputation within your market?

It’s been a thoughtful combination of exceptional client experience, unwavering quality standards, and genuine industry relationships.

We believe the small details create lasting impressions. Every bride receives a handwritten thank you note with her bouquet delivery, along with our signature branded napkins for drying those precious blooms before they head down the aisle. These thoughtful touches not only elevate the wedding day experience but create meaningful moments our couples remember.

Our reputation is also built on our commitment to excellence. By maintaining minimum investments, we’re able to consistently source and design with premium blooms, creating the luxurious, abundant weddings we’re known for. This positioning has allowed us to establish ourselves in the wedding market, where quality and attention to detail are paramount.

Building genuine relationships within the industry has been crucial too. We make it a priority to connect with fellow vendors at every event, fostering a community of professionals who share our values for excellence. Staying engaged with both vendors and past clients through social media helps maintain these relationships long after the wedding day, creating a network of advocates who trust and recommend our work.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

The foundation of our business growth has been shaped by continuously learning through various industry resources. On the business side, floral-specific podcasts have been invaluable – they offer real-world insights from fellow florists who understand the unique challenges of our industry.

For perfecting our craft, we’ve invested heavily in design technique books. These resources help us stay current with evolving styles while mastering timeless principles that set our work apart.

One of our most valuable discoveries has been working with business coaches who understand the wedding industry. Their guidance has helped us develop stronger systems, improve our client experience, and grow sustainably.

Contact Info:

• Website: https://www.tangledrootsfloralco.com
• Instagram: https://www.instagram.com/tangledrootsfloralco
• Facebook: https://www.facebook.com/TangledRootsFloralCo
• Other: https://www.tiktok.com/@tangledrootsfloralco

Image Credits

Bek Rogers Photography
Amanda Sutton Photography
Catherine Turner Photography
Carly Adalyn Photography