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

Dillon, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about how you got your first non-friend, non-family client. Paint the picture for us so we can feel the same excitement you felt on that day.

I have always had a love for design and flowers but it was more so on the gardening side of things rather than arranged florals. My passion for becoming a floral designer flourished when a friend asked me to help with her wedding flowers. After helping her and receiving many compliments on the work I decided I wanted to start my own business. So in January 2018 I filed for an LLC on LegalZoom and started an Instagram account. I would do styled shoots to get content for the Instagram and started reaching out to other local wedding/event vendors to try to get my foot in the door. It was later in January when my first client reached out to me on Instagram. After meeting with her and sending her a proposal on a Google Sheet she was ready to book! Her name was Keri and her wedding was at Wrightsville Manor (one of the most popular venues in Wilmington). I was EXCITED!! The fact that I had just started my business and a client wanted to book ME was an unreal feeling! Her wedding was in April so I had to start ordering all the candles and vases ASAP. Figuring all the steps out was a challenge but so worth it! The day of the wedding I was confident, nervous, and excited all at once! I learned a lot on that first wedding day, especially about my pricing and logistics. Even to this day, after 6 years in business, I am still always learning something new.

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

My love for design and flowers started with gardening in my younger years. After high school, I moved to Wilmington for college but quickly discovered that it wasn’t the path for me. While working as a server at Bluewater Grill, a beachside restaurant, I had the opportunity to witness rehearsal dinners and weddings, and it captivated me.

During the off-season, I took up part-time catering work at a local wedding venue. The experience opened my eyes to the intricate designing and hard work that goes into creating memorable events. In 2017, a friend asked me to design the flowers for her wedding, and the positive feedback sparked the idea of opening my own flower shop.

In January 2018, I founded Designs by Dillon and began showcasing my creations on Instagram. The initial operations took place in my tiny 550sqft apartment, where every nook and cranny was filled with buckets of flowers. By mid-2018, I had 30+ weddings booked.

My then-boyfriend, Kyle, and I purchased our first home in late 2018, which became the new headquarters for Designs by Dillon. The kitchen table doubled as my office, and we even installed a commercial walk-in cooler in the backyard to keep the flowers fresh. Despite working in all weather conditions, the business thrived, and by the end of 2018, we had booked over 100 weddings.

The demand led to the realization that expansion was necessary. In 2020, I took the leap and signed a lease for our first commercial space. This marked a significant milestone, providing a conference table for client meetings, warehouse space for rentals, and a dedicated workspace for designing flowers indoors.

Today, Designs by Dillon exclusively focuses on designing florals for weddings and events, offering rental items like candles and vases. I’m grateful for the support of friends, family, and clients who have trusted me with the most important days of their lives. The journey continues, and I look forward to creating many more beautiful memories!

Let’s talk about resilience next – do you have a story you can share with us?

Undoubtedly, 2020 was a year that tested the resilience of my business in ways I couldn’t have anticipated. Having signed a lease for my very first commercial space in late 2019, excitement was in the air as I prepared to move in by March 2020. Little did I know that the world was about to change dramatically with the onset of the COVID-19 pandemic.

With around 100 weddings booked for the year, I was eagerly anticipating the opportunity to bring my designs to life for each special event. However, as the pandemic unfolded, the government implemented restrictions on large gatherings, including weddings. It was a devastating blow. Clients began reaching out, understandably concerned, wanting to cancel or postpone their weddings and requesting deposit refunds.

In the midst of this uncertainty, I faced a dilemma. I had just committed to the expense of renting a commercial space, and the future of my business seemed uncertain. There were days when I questioned whether my business would survive this unprecedented challenge. However, I remained steadfast, knowing that I had to make decisions that were fair for both my business and our clients.

Ultimately, I rescheduled 60 of the 100 weddings originally booked for 2020. Many of these were rescheduled into 2021, and despite already having a substantial number of bookings for the following year, I couldn’t turn clients away. At times, I found myself booking 2-3 weddings for the same day in 2021.

Though daunting, this situation turned out to be a blessing in disguise. While 2020 presented a significant loss, 2021 emerged as our best year yet. The experience taught me valuable lessons about what I wanted and didn’t want for the future of my business. It pushed me to reassess my limits and embrace the opportunity to take on multiple events in a day or weekend, a feat I might have been hesitant to attempt before.

In the face of adversity, the journey of 2020 not only strengthened the foundation of my business but also provided the courage to explore new horizons. It was a pivotal chapter that reshaped my perspective and set the stage for the successes that followed.

Any advice for growing your clientele? What’s been most effective for you?

The backbone of my client growth strategy has been a dynamic combination of social media engagement and the power of word-of-mouth referrals.

In the early stages of my business, I adopted a transparent approach on social media, sharing every aspect of my journey. From showcasing my daily work and offering tips and tricks to providing a behind-the-scenes look at the creative process, I aimed to let clients into the heart of my dedication to bringing floral visions to life. This level of openness not only resonated with clients but also allowed them to witness firsthand the passion and commitment I poured into each project.

Social media, particularly platforms like Instagram, became a vibrant canvas where I painted the story of my business. Consistent sharing of my work not only showcased my skills but also highlighted the creative journey, building a connection with the audience. This authentic portrayal helped clients envision the dedication I brought to their special moments.

Equally significant in my growth has been the invaluable impact of word-of-mouth referrals. Treating every client with the same level of dedication, providing fair pricing, and staying true to my promises laid the foundation for a reputation that resonated within the industry. Establishing positive relationships with planners and venues proved crucial. I recognized early on that seamless weddings and events were a collaborative effort. By consistently proving myself as a reliable and creative partner, other well-established vendors in the industry enjoyed working with me and began referring clients to my services.

The trust built with both clients and industry professionals has been a driving force in expanding my clientele. It’s not just about providing a service; it’s about fostering relationships, exceeding expectations, and consistently delivering on the values that set my business apart.

Contact Info:

• Website: https://www.designsbydillon.com/
• Instagram: https://www.instagram.com/designsbydillonnc/
• Facebook: https://www.facebook.com/designsbydillonnc
• Youtube: https://www.youtube.com/channel/UCiESvjHtkG3qgOPBvxmZ9jw
• Other: Pinterest: https://www.pinterest.com/designsbydillonnc/ Email: info@designsbydillonnc.com

Image Credits
Megan Morales Photography Erin L. Taylor Photography Cynthia Rose Photography