We were lucky to catch up with Jennifer recently and have shared our conversation below.

Jennifer, appreciate you joining us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

It’s so easy to look at a thriving business and assume it just *happened*. But the truth is, scaling House of Bernal wasn’t a straight line, it was layered, gritty, and deeply intentional.

In the early days, I knew I had a strong creative voice and a deep love for florals, but I also knew that talent alone wouldn’t be enough. I invested in my growth, both personally and professionally. Taking floral design classes with *Intrigue Designs** was a turning point. Those courses sharpened my technique and pushed me to think bigger and more strategically about the kind of experiences I wanted to create for clients.

One of the most meaningful parts of my journey was being selected for the *Fellowship for Change with The Knot*. That mentorship didn’t just open doors; it gave me the clarity and confidence to step through them. I began to shift my mindset from “doing weddings” to *building a brand*, and not just any brand, but one that reflected my story, values, and vision for what floral design could be.

That rebrand became *House of Bernal*, a name that carries my heart, heritage, and high standards. It was more than a name change; it was a declaration. We weren’t going to blend in. We were going to raise the bar, elevate the client experience, and center authenticity and artistry in everything we did.

A pivotal part of scaling up was learning how to price and position ourselves in alignment with our value. In 2023, we were averaging $5,000 per wedding. We were delivering beautiful work, but I knew we were capable of more. So we fine-tuned everything: our proposals, our visuals, our client communication. We stepped fully into the luxury experience we were already delivering. And by the end of that same year, we booked our first *$38,000 wedding*. That moment didn’t just change our revenue, it changed our belief in what was possible.

Scaling also meant committing to excellence at every level: personalized service, thoughtful processes, and designs that felt like a true reflection of each couple. I leaned on communities like *WIPA*, *EMERGE Event Collective*, and *Wedding MBA* for support, education, and connection. Being surrounded by other professionals who are equally committed to raising industry standards made all the difference.

We also made some tough calls. I turned down projects that didn’t align with our values, invested in better systems before I felt ready, and restructured pricing to ensure sustainability. I hired when it was scary. I said “yes” to things that stretched me and “no” to things that would’ve kept me small.

Through it all, I’ve stayed grounded in our mission: to design florals with meaning and to create space for others to feel seen, celebrated, and inspired. That’s how we scaled, by staying rooted in intention, community, and vision, even when the path forward wasn’t clear.

This journey hasn’t been overnight. It’s been years of laying brick after brick. And I’m still building.

Jennifer, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi, I’m Jennifer Bernal—Founder and Creative Director of *House of Bernal* and Owner and Creative Director of *Flowers by JoAnn*. I’m a floral designer, educator, and visionary who believes deeply in the power of flowers to tell stories, hold memories, and spark joy. My journey into this industry is rooted in something deeply personal: healing.

Florals have been part of every major moment in my life, from celebrating love to mourning loss, and over time, they became more than just beautiful objects. They became a way for me to express emotion, find purpose, and connect with others. I’m a domestic violence survivor, a single mother, a first-generation immigrant, and the first in my family to earn a graduate degree. After 17 years of infertility following the birth of my first child, flowers became the creative outlet that helped me rise from grief and reclaim beauty. I didn’t just fall into this work, I brought my whole soul into it.

What started as a personal passion grew into a full-fledged business that now serves couples and clients across a wide range of styles and budgets. *House of Bernal* is our full-service floral design studio, specializing in luxury weddings and events that are intentional, high-touch, and deeply personal. We’re known for our elevated designs, seamless planning process, and our ability to turn our clients’ vision into an experience that feels like them. *Flowers by JoAnn*, offers à la carte floral services for couples looking for beautiful, professionally designed florals without the full-service investment.

We don’t just arrange flowers, we design atmospheres. We help clients tell their love stories visually and emotionally, through color, texture, movement, and meaning. Whether it’s designing a lush ceremony arch, a bold and colorful ceiling installation, or a delicate bouquet that captures a bride’s essence, every detail is intentional.

What sets us apart is our *personalized approach, high standards, and creative integrity*. Every event is custom-designed based on who our clients are, how they want to feel, and what story they want to tell. We’re also deeply committed to inspiring others and lifting our industry, which is why I stay actively involved with professional organizations like *WIPA*, *EMERGE Event Collective*, and **Wedding MBA**. I’m also proud to have been selected for *The Knot’s Fellowship for Change*, and this year, I’m honored to serve as a *WeddingPro Educator*, helping other creatives grow intentional, inclusive, and profitable businesses.

What I’m most proud of is building a business that is both creatively fulfilling and grounded in service. I’ve grown from designing $5K weddings to producing events over $38K—and we did that without losing our heart. My team and I show up with care, clarity, and intention every single time. We design for *real people*, not just pretty photos, and I think that resonates with the clients who choose us.

If you’re looking for florals that feel meaningful, a team that listens deeply, and an experience that honors your story, we’d love to meet you. Whether you’re dreaming of a grand celebration or a more intimate gathering, we’re here to create something extraordinary together.

Let’s talk M&A – we’d love to hear your about your experience with buying businesses.

Yes, I purchased a floral business at the end of 2023, and it’s one of the most meaningful decisions I’ve made in my career.

The former owner of Flowers by Jo-Ann, a beloved floral brand that’s been serving couples since 1960, reached out to me directly. Due to unforeseen family circumstances, she was looking to retire early and wanted to find someone she could trust to take over the business she had poured her heart into. Over time, we had built a strong reputation in our community, and she saw how we led with both professionalism and passion. That trust meant everything.

After thoughtful conversations, I decided to move forward with the purchase. We worked out a plan that included a down payment and monthly payments, structured in a way that allowed for a smooth transition. The business had approximately 25 weddings already booked for 2024 at the time we began the acquisition process. To ensure continuity and care, we made it a priority to meet with every single couple -twice— before the closing. And then I met with each couple again after the purchase was finalized, to personally walk them through the transition and reassure them that they were in good hands.

Both she and I retained legal counsel, and the entire process was handled with transparency and mutual respect. I didn’t just purchase a business; I acquired a name with decades of trust behind it. The agreement included the purchase of the Flowers by Jo-Ann name, website, Google Maps listing, all online reviews, and its long-standing listing on The Knot.

Today, Flowers by Jo-Ann operates as the sister company to House of Bernal, allowing us to serve a broader range of couples with different needs and budgets. It’s an à la carte floral service rooted in simplicity, beauty, and accessibility—without compromising on quality or design.

I’m incredibly proud to carry on the legacy of a business that’s been part of so many family celebrations over the last six decades. It’s an honor to continue what that family built, and we’re committed to preserving the heart of the brand while infusing it with fresh energy and creativity.

How’d you build such a strong reputation within your market?

I believe our reputation was built on a foundation of authenticity, consistency, and clarity of values.

From the very beginning, I made a conscious decision to show up as my full, genuine self, both online and in person. Whether it’s on our website, social media, or in conversations at industry events, I speak openly about who we are, what we stand for, and the level of care we bring to our work. That honesty resonates. People can feel when something is real, and we’ve built trust by being transparent about our process, consistent in our standards, and grounded in our mission.

We don’t just talk about pretty flowers, we talk about purpose, passion, and connection. Our values are woven into everything: the way we communicate, the way we design, the way we care for our clients and collaborators. That clarity has attracted the right kind of people to us, those who value intentionality, artistry, and kindness.

Showing up consistently—especially within the wedding professional community—has also been a big part of how we’ve built our presence. I attend and contribute to events hosted by WIPA, EMERGE Event Collective, Wedding MBA, and other professional organizations not just to network, but to truly connect, collaborate, and lift others up. I believe in sharing knowledge freely, in mentoring when I can, and in creating space for others to feel inspired. That generosity has created genuine relationships that go beyond business.

We hold ourselves to exceptionally high standards, not just in our designs but in the entire experience we offer. And even when challenges arise, we approach them with grace and positivity. I’m intentional about how we talk about the hard parts of this work, not to avoid them, but to frame them in a way that’s honest and empowering. That kind of energy makes a lasting impression.

Ultimately, I think people recognize that what we do is bigger than flowers. It’s about creating beauty with meaning, holding space for others, and building a legacy rooted in integrity. That’s what’s helped us stand out, and it’s what continues to guide everything we do.

Contact Info:

• Website: https://www.houseofbernal.com/ and https://flowersbyjoann.com/
• Instagram: @houseofbernal , @flowers_by_joann
• Facebook: https://www.facebook.com/houseofbernal/
• Linkedin: https://www.linkedin.com/in/mrs-jennifer-bernal-mpa-934682107/
• Youtube: https://www.youtube.com/watch?v=O_-jHBfYeBo

Image Credits

The first photo with peach, greens and yellows is from @AlainaRenePhoto.
All others are from @ChesterCanasa
The profile photo of myself (with the orange dress) is from @HibbaEdinePhoto