We’re excited to introduce you to the always interesting and insightful Jennifer Valdez. We hope you’ll enjoy our conversation with Jennifer below.

Jennifer, thanks for joining us, excited to have you contributing your stories and insights. Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?

I began my floral, flower farming, and event planning company as a passion project alongside my full-time job. I spent countless hours learning about floral design, sustainable farming practices, and the intricacies of event coordination. This initial phase was crucial for building a strong foundation of skills and knowledge, allowing me to refine my craft and understand the market without the immediate pressure of financial dependence on the business. I invested heavily in education and hands-on experience, often working late nights and weekends to cultivate my skills and build a portfolio.

The transition from a side hustle to a full-time endeavor was gradual and strategic. I meticulously saved a financial cushion, ensuring I could cover living expenses during the initial lean months. A key factor was consistently reinvesting profits back into the company, allowing me to purchase essential equipment, expand my flower farm, and enhance marketing efforts. This financial discipline, combined with a growing client base and positive word-of-mouth referrals, gave me the confidence to take the leap and dedicate myself entirely to An Occasion Events.

A significant part of my success has been the integration of all three components: floral design, flower farming, and event planning. This allows for unparalleled creative control and sustainability. By growing many of my own flowers, I can offer unique and fresh blooms that are not readily available elsewhere, giving my designs a distinct advantage. This farm-to-event approach also resonates deeply with clients who value local, eco-conscious practices. The synergy between these elements creates a cohesive and branded experience, setting

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?

​My passion for the wedding industry has been growing for decades. My first introduction was in high school where my agriculture teacher taught me floral design. At only 16, I was lucky enough to find my first job in a cozy flower shop in Santa Maria, California. Here I was able to truly fall in love with flowers while learning skills in customer service and event services. I was able to flourish as I pursued floral design workshops and countless industry conferences to better perfect my skills and pursue my dreams.

In 2003, my passion came to fruition as I opened my first full service flower shop. With time, I was sought out by the local steakhouse to manage and service the private events hosted there. This eventually progressed to me overseeing the restaurant and bar full time, which allowed me to build my knowledge and experience in the food and beverage industry. Being an event planner, this experience has helped me offer a complete service to my clients and furthered my career.

With these tools under my belt, my love for event planning has shaped an amazing career of making dreams come true! There is nothing more rewarding than seeing the love of a couple come to life on their special day.

While floral design and event planning is my passion, In 2020 when there was no work in my industry, I decided to take a online flower farming class and learn all I could about farming. With a large pasture in our back yard that my husband was not using for our cattle, I borrowed my neighbors tractor and tilled the ground, Farming is a labor of love and some years are good and others are a learning curve. Being a Farmer-Florist has enabled me to use what I grow in my designs.

Located in the heart of California’s gold country, I have the honor of aspiring to help couples experience the wedding of their dreams.

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

My journey in the event planning and floral design industry has been deeply rooted in a foundational commitment to hard work, unwavering integrity, and genuine kindness. I believe these core values have been instrumental in cultivating a strong reputation within my market. Each event I’ve meticulously planned, every floral arrangement I’ve thoughtfully crafted, and every interaction I’ve had with clients and vendors alike has been guided by these principles. This dedication has allowed me to not only meet but consistently exceed expectations, fostering trust and building lasting relationships that are the true cornerstone of my business’s success.

Can you tell us about a time you’ve had to pivot?

The year 2020 dawned with the promise of a vibrant season for my event planning and floral design business. My calendar was packed with weddings, corporate gatherings, and grand celebrations, each meticulously planned and anticipated. The joy of bringing people’s visions to life, of transforming spaces with breathtaking floral arrangements, was my passion and livelihood.

Then, the world tilted on its axis. The whispers of a new virus turned into a roaring storm, and suddenly, the very essence of my business—gathering people together—became a public health risk. Events were postponed, then canceled en masse. My meticulously crafted schedules crumbled, and with them, my income. The beautiful blooms I had ordered for future events wilted, unseen and unused. It was a brutal, humbling pivot, not just for my business, but for my entire career and life.

Panic set in, but quickly gave way to a desperate need to find a solution. I had always loved flowers, not just as a medium for design, but as living, breathing art. With events on hold indefinitely, I started thinking about the source of my materials. Could I grow them myself? Could I connect with the earth in a new way to create something beautiful, something that could sustain me?

I had a small plot of land behind my house, largely unused. Armed with a few books on regenerative agriculture and a healthy dose of determination, I decided to become a flower farmer. It was a drastic shift. Gone were the glamorous client meetings and bustling event days. Instead, my days were filled with dirt under my fingernails, the rhythmic sound of a trowel breaking ground, and the delicate art of nurturing tiny seeds into robust plants.

The learning curve was steep. I battled pests, unpredictable weather, and the sheer effort of manual labor. There were moments of doubt, when I wondered if I was simply trading one set of uncertainties for another. But then, a flicker of green would emerge, a bud would unfurl into a perfect blossom, and I would feel a profound sense of accomplishment and peace.

My first harvest was small, but it was mine. I started selling bouquets at local grocery store, initially a bit shy about this new venture. To my surprise, the community embraced it. People were craving beauty and connection, and my homegrown flowers offered a tangible piece of hope and joy during a challenging time. The conversation were different from those at event consultations—they were about the simple pleasure of nature, the resilience of life, and the surprising turns our paths can take.

This unexpected pivot wasn’t just about making ends meet; it transformed me. I discovered a deep connection to the earth, a slower pace of life, and a renewed sense of purpose. While the event industry is slowly recovering, my flower farm has become more than just a temporary solution; it’s a flourishing new chapter. It’s a testament to the fact that even in the face of immense disruption, creativity and resilience can bloom in the most unexpected of places.

Contact Info:

• Website: https://anoccasionevents.com
• Instagram: https://instagram.com/anoccasion
• Facebook: https://www.facebook.com/occasionflorals

Image Credits

Tiffany Longeway Photography