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

Jennifer, looking forward to hearing all of your stories today. Do you feel you or your work has ever been misunderstood or mischaracterized? If so, tell us the story and how/why it happened and if there are any interesting learnings or insights you took from the experience?

This is a lesson I learned recently… vocabulary matters. The words you use to title yourself, depicts how people envision what you do. However, if what you do they have never seen before, logicly they will envision the closest thing to it that they know. However, what is envisioned may not even be close to what you do. Which leads to confusion, and in turn, leads to disconnect. This has been a battle for me way too long. I feel I am just getting a grasp on the situation. 

For years I have been telling people, “I make paper flowers.” Instantly minds go to the cricket machine, Etsy and kids crafts. Many times the response would be, “Oh! how cute” or “that’s fun,” those who are teachers would say, “oh you should come teach my 1st graders.” Little did they know that my creations were larger than some of the students, using techniques that are not necessarily those used by 6 year olds. I’m not saying what I do is more than any other paper craftsman… I do use paper, paint and glue just like those 6 year olds, but it is just that the image that popped into their head, is not what I do. 

Now when I tell people what I do I say, “I create backdrops for weddings and events” and if they inquire more, I respond with, ” I specialize in giant botanicals, that really brings a WOW factor.”

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?

Petal Loft was officially a year old in June of 2022. Although I have been making paper flowers for about 6 years before that. 

I have always been a creative person. I did hair and make up for a while before receiving my AA degree in visual communications from Fashion Institute of Design and Merchandising (FIDM) in San Francisco. I did not use my degree at first but now, many years later, I am applying some of the basics learned back then. A family member asked me to make some flowers for an anniversary party, and I was like “I can do this!” signed up for a wedding expo and the rest is history. 

The WOW effect is what Petal Loft strives for. Our mission is to inspire imagination by using the reality of nature, by copying what nature has created, with all of its imperfections into our own interpretation. We hand cut and glue each petal. As you know, anything made by hand is not perfect and is never the same, which is why our flowers appear so natural. 

These unique- out- of- the- box, Alice in Wonderland, backdrops give our clients memorable photos that stand apart from the average event. In other countries these giant blooms are more common, but there is a growing community of paper florists that do giant blooms, growing here in the US. 

Petal Loft offers custom displays and installations branded for individual businesses, rentals for weddings and events, as well as tutorials, if you want to learn how to make these big beauties yourself. 

We are a faith based business. Currently we only market on social media. When I am asked, “what is your marketing strategy?” My response is, “post and pray.” I have been consistent and its working so far (shoulder shrug).

A big catapult for me was when Sarah Campbell from Intrigue Designs reached out to me on Tick Tock. She invited me to collaborate with her for a workshop here in California. That experience led to being able to participate in a styled photo shoot with Styled Shoots Across America. Where I was flown out from California out to Florida to set up my flowers. 

I have been blessed to do hotel installations and many other amazing events from folks late night scrolling on Tick Tock, referrals on instagram, and being discovered on pinterest. To God be the Glory! 

Is there mission driving your creative journey?

Having a creative outlet is really an escape for a lot of people. I know it is for me. Sometimes those outlets or passions are not always received well. I would like to encourage you to keep going. You can turn it into a legit business. It is more than an expensive hobby or a waste of money and time. If no one in your household believes in you, take it outside your house and don’t let them stomp on your seedling of a vision or dream, because it is not for them, it is for you. Continue to nurture that thing till it grows into a tree that will provide shade for the whole house. Until then, protect it, and push through.

Are there any resources you wish you knew about earlier in your creative journey?

Get plugged in to a supportive group. Whether it is a business group, church group, listening to a podcast or youtube, whatever. Being plugged in and having that positivity pouring into you on a consistent basis changes the environment that your visions and dreams grow in. Basically you are investing in yourself, for free, by taking the time to get new knowledge and new outlooks. It is a form of self care. That is something I wish I had done earlier in my journey.

Contact Info:

• Website: www.petalloft.com
• Instagram: @petal_loft
• Other: www.tiktok.com/@petal_loft

Image Credits
Lydia Boudouin Thandiwe Ogbonna Sky Images styled shoot accross america