We caught up with the brilliant and insightful Laural Schultze a few weeks ago and have shared our conversation below.
Laural, appreciate you joining us today. Can you talk to us about how you learned to do what you do?
When I started Balloon Twisting it was just for fun. There was a local community education class being offered for “Beginning Balloon Twisting” and I thought that would be neat to try. After that first class I was hooked. I thought Balloon Animals were just a dog, a sword, etc. One color, one balloon, nothing too elaborate. Boy was I wrong! A quick dive into the internet and I discovered a whole world of balloons! They came in way more shapes, sizes, and colors than I thought and the way that artists were combining and manipulating them were mind-blowing! So I dove in. I watched videos, got books from the library, attended more classes (both in person and online), joined balloon related groups on social media, and eventually started attending conventions! One of my favorite things about balloons is there is always more to learn. Artists are constantly coming up with new designs and ways to do things that push the boundaries of balloon art. It’s sometimes a challenge to keep up with all of the great knowledge out there! It has also been so helpful to meet other balloon professionals that I can go to ask questions and advice. As a bonus balloon people are some of the friendliest around.
Laural, 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?
When I started balloon twisting I immediately fell in love with how people react to the balloons. People of all ages react with child-like wonder and joy at receiving a balloon animal. My first few years were focused mainly on twisting at events- so people could choose a balloon creation from my menu and watch it be created right before their eyes. I love interacting with the people in line, answering their questions, and seeing their face light-up as they watch the design come together. Even so-called ‘simple’ balloons get a great reaction and for many it is also a fond nostalgic memory. Complex balloon designs also create a sense of magic and a “how did you do that!” reaction.
As Covid shut down events in the spring of 2020, I wasn’t quite sure what to do. There were no more birthday parties or company picnics, every live event that would want a Balloon Twister was cancelled. I moved into making deliverable pieces. I made Jumbo Birthday Numbers, smaller centerpieces, and twisted flower bouquets. These could all be pre-made, bagged up, and dropped off on people’s front steps. It was great to help celebrate milestones (especially birthdays!) in a time when people could not celebrate together. This is the time that I really started getting more into balloon decor.
My balloon business does not use any helium at all. All of my designs are air-filled and either built on a base, frame, or attached to an existing structure. Along with live balloon twisting at events I also offer all sorts of custom balloon decor from classic arches and columns to custom balloon costumes for parades and even wearable dresses out of balloons!
I continue to take classes and attend conventions and workshops to expand my skills. My goal is to bring the BEST balloon art to Duluth, MN (and the surrounding area) and to help my clients celebrate and make memories.
I recently had the opportunity to attend a large-scale immersive balloon installation in Orlando, Florida. Over 300 balloon artists from around the country and world came together to work on the project called Balloon Wonderland. In a week we built an entire walk-through experience made entirely out of balloons! There were 6 distinct areas including an Enchanted Wood, Under the Sea, and a Jungle Safari. Once the large build was completed it was handed over to the charity Give Kids the World. They provide cost-free vacations to critically ill children and their families. Give Kids the World utilized Balloon Wonderland as a fundraiser for their organization. It was an honor to be part of this project and a new experience for me getting to work closely with so many other talented artists.
Overall I think many people don’t know much about balloon art and many forms it can take! I love sharing my love of balloons and spreading joy through this unique artform.
Any resources you can share with us that might be helpful to other creatives?
I think as an artist I am drawn to learning more about my art and creating, but like many artists the business side is something that I definitely should have focused on more early on. I can make the most amazing things out of balloons, but for a very long time it was a struggle to know how to price those creations and market them to my clients. I am lucky that I have found some resources that are industry specific to the balloon world that have helped me to be more confident on the business side. I have also benefitted from other business books, podcasts, etc. but having some resources and contacts that know the specific challenges balloon artists face has been extremely helpful in my business journey. It is a constant learning process but one that is essential!
For you, what’s the most rewarding aspect of being a creative?
For me it is the chance to spread joy and wonder. I get to help people celebrate their most important milestones! Many people think of balloons and birthdays but I have also had the opportunity to help people celebrate new babies, anniversaries, weddings, graduations, and more! From handing out a teeny tiny twisted creation that fits in the palm of your hand to making massive installations you can walk inside, there is just a massive amount of happiness that is created. In a world that is often very heavy I hope that I can inspire some joy through the big, bold, colorful world of balloons.
Contact Info:
- Website: www.lauralloons.com
- Instagram: @lauralloons
- Facebook: https://www.facebook.com/lauralloons/