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

Hi Emily, thanks for joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

Coming up with a name for my brand was a challenging process. I didn’t want my business to be misunderstood or limited to a specific concept. Avoiding a specific flower in the name was important, as I wanted to offer a variety of arrangements. The name Nonsense Florals emerged from a mix of frustration and sentiment. I found the naming process hindering, and I just wanted to focus on creating beautiful things without worrying about the rest. Nonsense also holds a sentimental meaning, inspired by Alice in Wonderland and the quote about having a world of nonsense. It represents my commitment to infusing whimsy and wonder into my art.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

With a professional background in architecture and construction, and a lifelong passion for painting, my artistic journey has revolved around capturing the beauty of flowers. For years, my paintings have been dedicated to exploring the intricate details and symbolism found in various floral compositions.

During the challenging times of the COVID-19 pandemic, my connection to flowers became even stronger as they provided solace and inspiration. As I shared my floral artwork on Instagram, the positive feedback and growing interest sparked a desire to bring my artistic vision to life through tangible floral arrangements.

Combining my architectural expertise with my deep-rooted love for flowers, I ventured into the world of floral design, establishing my own business, Nonsense Florals. Drawing upon my skills in composition, color harmony, and attention to detail from my architectural background, I aim to create distinctive and captivating floral arrangements that evoke the same sense of wonder and awe found in my paintings.

At Nonsense Florals, my focus is on providing unique and artistic floral creations that go beyond the traditional. Through thoughtful selection of flowers and meticulous arrangement techniques, I strive to bring a sense of beauty, emotion, and artistic expression to every piece.

What sets Nonsense Florals apart is our dedication to showcasing flowers that may not be commonly seen in traditional arrangements. I am passionate about introducing my clients to new and intriguing blooms, crafting arrangements that inspire awe and curiosity. Each creation is infused with a meticulous eye for detail and a harmonious blend of colors, reflecting my artistic sensibility.

I take immense pride in my ability to translate my artistic vision into floral compositions that align with my clients’ desires. Whether it’s for special events, private gatherings, or intimate weddings, my goal is to create unforgettable experiences through my thoughtfully crafted arrangements.

Above all, I want potential clients, followers, and fans to know that Nonsense Florals is a manifestation of my professional background in architecture, my lifelong passion for painting, and my dedication to the art of floral design. Through my unique perspective, attention to detail, and love for flowers, I am committed to delivering exceptional floral creations that leave a lasting impression.

We’d love to hear a story of resilience from your journey.

A story from my journey that exemplifies my resilience is the perseverance I demonstrated in starting Nonsense Florals while maintaining my full-time job in architecture. Despite not having the means to quit my job at the time, I was determined to launch Nonsense Florals and was willing to adapt my schedule to make it work. This meant early mornings, starting my days at 4 or 5 am to visit the flower market before beginning my full-time job at 7 am.

In the initial stages, I also took on a part-time position at a floral shop, working on weekends and after my regular work hours during weekdays. This demanding schedule tested my resilience, and there were moments when I felt on the verge of burnout. However, my unwavering love for what I do and my commitment to creating the products I envisioned kept me going.

Some weeks were undoubtedly more challenging than others, but I embraced the obstacles and continued pushing forward. I learned to balance my time and energy, making the necessary adjustments to ensure that both Nonsense Florals and my full-time job received the attention they deserved. It hasn’t been easy, but my passion for floral design and the desire to bring beauty and joy to others have fueled my determination.

Any fun sales or marketing stories?

One of my favorite marketing and sales stories revolves around my first destination wedding. This particular event was not only my first destination wedding but also my first solo wedding, making it a significant milestone for me. The wedding took place in northwestern New York, an area I was not familiar with, which added an extra layer of challenge and excitement to the experience.

To ensure the success of this wedding, I knew extensive preparation and research were necessary. I delved into researching flower vendors in the area, connecting with local flower farms, and reaching out to wholesalers. This allowed me to familiarize myself with the available resources and ensure I would have access to the flowers and materials I needed when I arrived.

As the wedding approached, I flew out to New York a week in advance to meet with the flower farmers who were sourcing the flowers for the event. Visiting the farm and personally selecting the exact flowers I would be using was an incredibly memorable and fulfilling experience. It added a unique touch to the wedding, knowing that the blooms were carefully chosen to bring the couple’s vision to life.

Undoubtedly, there were many unknown variables and a sense of nervous anticipation leading up to the wedding day. Being accustomed to working with a team, the challenge of executing the entire event on my own was both thrilling and daunting. However, I embraced the opportunity and poured my heart into every detail, ensuring that the arrangements were crafted with the utmost care and attention.

On the wedding day, as I witnessed the bride and groom’s reaction to the floral designs, I felt an overwhelming sense of joy and accomplishment. Their happiness and satisfaction with the end results validated the hard work and dedication I had invested. It was an incredible feeling to contribute to such a special occasion and create a memorable experience for the couple and their guests.

Not only did this wedding turn out beautifully, but it also opened doors for more opportunities. Word spread about the success of the event, leading to an increase in clients and bookings. This experience reinforced my confidence in taking risks, stepping out of my comfort zone, and showcasing my abilities in new and unfamiliar environments.

Looking back, this marketing and sales endeavor taught me the power of research, preparation, and seizing opportunities. It allowed me to forge connections with local vendors and embrace the unique aspects of each event. Most importantly, it reminded me of the immense joy that comes from creating meaningful experiences through the art of floral design.

Contact Info:

• Website: nonsenseflorals.com
• Instagram: https://www.instagram.com/nonsenseflorals

Image Credits
The self portraits were taken be Elena Kulikova Studio.