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

Sarena, looking forward to hearing all of your stories today. Do you take vacations? Why or why not?

I do take time every month to rest and reset. Even if that means five to ten minutes a day to just switch off its a must.

I think self-care is key to keeping yourself healthy and balanced.

I try to find peace when I can. So hard as a business owner because you are always programmed for work. Switch off as much as you can . It is a gift to yourself so that you don’t lose yourself in the mire of work.

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?

Sarena Floral Designs offers artistically inspired designs.

I lived in the UK for the most part of my teens and into my 30’s. I attended The American School in London and then college at the University of Hartford for two years where I studied fine art. I then headed back to London, started working in fashion, did life for a while and ended up back home in America.

I was a stay-at-home mother with 2 kids once we moved back for 20 plus years. I dabbled in florals creating and selling holiday arrangements in a direct sales capacity, offering a percentage of the sales to the hostess towards custom made designs for their home. I guess that is what planted the seed. I began to freelance very part time thru someone I met at one of the shows. a wedding helper, a little freelance floral work, then a small wedding of my own. No formal training other than being super creative with a very vivid imagination and an intuitive sense for design. So 100% self-taught.

I ran across a life change after being married for 24 years. At the age of 49 I found myself having to become self-sufficient in a very short amount of time. 4 years to be exact, two kids under my roof and not a lot of security in the bank to do much with.

Joined a BNI GROUP that had a wedding nucleus of people to push me into a direction I really knew very little about. From that point on I learned as I went. Did some photo shoots and got published, did another got published again and then the momentum started, and the fear dissipated. The affirmation that all would be ok for every step forward I found myself taking .

5 years later after a very tough  life changing event I am completely self-sufficient, its lead me on journey that I never sought nor thought possible. I have had the opportunity to play in the fashion world doing editorial set design in NYC and here in DC. Very proud to have been published in a couple of fashion mags for it. I have been able to support my family and work with my daughter and a wonderful group of women who help me create beautiful space and bring joy to others. We have had our designs published which to me is always great! It’s a nod to our craft and a little tap to remind you that you’re doing just fine.

We offer a few services, of course weddings are our main building block for the business but we off shoot into home staging, set design, corporate and home design for the holidays and private events too.
We cater to our clients’ needs for beautifying their space. I don’t run across too many problems with my clients. I also like to be as calm as I can be when it comes to my brides. At one of the most intense times of their life they are sometimes just needing a calm sounding board and to have a little fun. I always say that the flower process is one of the most fun things to do. Each wedding or event should reflect the personality of our clients. We design with them in mind with a creative twist. It’s their day they should be involved and enjoy the process as much as they can.

I believe a few of the things that make our work stand out is that we play a lot with the natural flow of greenery, it’s an important element, it adds movement gives depth and really is beautiful. We are truly artistically inspired. We love adding in different elements and playing on color palettes w random pops of color here and there. We have fun with it, and we want our clients to enjoy the process and have shared enthusiasm for the work we do. We are genuine in our love of the job and the relationships we develop along the way.

I am most proud of the beauty we create on a business level. It’s very pleasing to walk into a space you have seen in your head for months become tangible. Also, how the flowers make people feel. They trigger emotion and bring joy. On a personal level I am grateful for the gift of creative vision, the strength it’s given me as a woman overcoming and pushing thru adversity and being able to support myself and my family.
I hope that I can inspire other women who have gone through something life altering to know that they can do it. No matter what age or what you went through. Believe in your gifts and trust your intuition!

Where do you think you get most of your clients from?

As a floral designer we have a lot of different avenues of opportunity, Planners, venues ,preferred vendor lists and previous clientele  are always a good source of supply. I do find that a lot of people respond to the visuals on Instagram and other social media platforms too.

Is there a particular goal or mission driving your creative journey?

I think what started the drive into my creative journey was the need to survive. To exist financially without having to rely on anyone else for that support.

9 years later … I continue to have goals I’d like to achieve; Growth is key professionally and personally.

I’d like to continue to trust my creative intuition and push it to another level. Perhaps develop some plans and merge fashion with florals a little more. I think it would allow for a little more creative freedom. Build my team and streamline as much as possible so that I can just design and teach a new generation of creative hands.

My father used to say that” You shouldn’t think about anything too much, just forge ahead otherwise you’ll get lost in your thoughts.”

It worked so far!!

Contact Info:

• Website: [email protected]
• Instagram: https://www.instagram.com/sarenafloraldesigns/
• Facebook: https://www.facebook.com/SarenaFloralDesigns/
• Linkedin: Sarena Sindon
• Youtube: [email protected]
• Other: TIK TOK Sarena floral designs

Image Credits
Alexis El Massih Freebird Imagery Nusrat M