Alright – so today we’ve got the honor of introducing you to Shirley Goodwin . We think you’ll enjoy our conversation, we’ve shared it below.

Shirley, thanks for joining us, excited to have you contributing your stories and insights. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

Clients are embracing larger floral installations and more colorful florals. All white flowers will never go out of style, but beautiful shades of dark pink, orange, purple etc.. are making their way into high end floral design across the industry. We provided florals for a bridesmaid gown company’s fall launch 6 months ago, and the color palette was burgundy, purple, orange and pink. It was bold and exciting. All of the guests loved it. It complemented the gown colors so well. The models showcased the gowns on a raised white round stage and we surrounded the stage with a “garden” of jewel tone colors. We absolutely loved designing with these bold colors, it was a refreshing change from basic pale pink and white. Some clients are hesitant to embrace bold color, so we discuss their comfort level and then show them what we could do if we just punch up the color a bit more. Most of the time they love it, they just need a visual from us.

Shirley, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m the owner and lead designer of JR Flowers, a wedding and event floral design studio in the Washington DC metro area. I started the company about 7 years ago after spending much of my youth working in the garden with my mother and grandmother. They both had green thumbs which they passed down to me. I never intended to become a wedding or event florist, in fact I am a pediatrician too. After years of working in my pediatric practice I longed for a creative outlet and JR Flowers was born. In the beginning I pounded the pavement getting to know local photographers, wedding planners and venue owners. I worked with them on editorial shoots and they referred me to their clients once they felt comfortable with my skills and design style. My company is small so my clients get to know me and they see me on the event day. I keep them updated every step of the way during the process of designing their event florals. I really love using lush, higher end florals to give the client and their guests the wow factor they are after. I really enjoy seeing the surprise and joy on their faces when they see how much time and effort my team and I put into their design. I put a piece of my heart into every event, and I want it to be one of the prettiest weddings or corporate functions they have ever seen.

How about pivoting – can you share the story of a time you’ve had to pivot?

We all had to pivot during the pandemic. I started doing virtual floral design classes during that time, and I really enjoyed it. It brought joy to my students too, since they had very few creative outlets during that time. I come alive when I teach floral design. There is such a basic joy in designing something with your hands and sharing it with others. I don’t teach design classes currently but it’s something I’d love to resume eventually.

What’s been the most effective strategy for growing your clientele?

I built my client base through connections with other vendors in the industry as well as social media. Instagram has been a huge for my visibility. People are so visual now with smartphones and tablets everywhere. If you have a social media feed full of beautiful flowers you stand out.

Contact Info:

• Website: https://www.JRFlowers.net
• Instagram: https://www.instagram.com/JRFlowersweddings
• Facebook: https://www.Facebook.com/JRFlowersweddings

Image Credits

Photo #1 and #4 Jenny Wagner Photo
Photo #2 Burroughs Photography
Photo #3 Ana Isabel Photography