Alright – so today we’ve got the honor of introducing you to Stefanie Rutherford CF. We think you’ll enjoy our conversation, we’ve shared it below.
Stefanie, looking forward to hearing all of your stories today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?
I have been operating my own floral company for two years, earning a full-time living since my first year in business. This is all due to my 10-year journey in the industry before opening my own studio.
From a young age, I knew I wanted to be an artist. That was where my heart always lied, and my passion shined through. As I navigated different avenues for creative careers in high school, I began to feel less confident that I could make a living as an artist. People always say, ” Don’t become a starving artist,” or “That isn’t a ‘real’ job.” Fortunately, I was blessed with the most inspiring art teacher. She would flip the script and tell you, “Yes, you CAN make a living as an artist.” She kept my creative flame lit by encouraging me to try different mediums until I found one that clicked. I started working at a local flower shop during this same period. The owner quickly became a significant mentor in my life. She fueled my creativity for a medium I had never thought to use. While the creative aspect of being a florist was enticing, I could also see firsthand the hard work of being a small business owner. I won’t lie; it was intimidating!
Being on the verge of graduating high school and needing to plan my next step, I knew a decision needed to be made. So, I decided to continue my education and become an Art Therapist. In my mind, it was the best of both worlds. It was a “real job” that paid, was helping people, and still involved being creative. Thinking back, I laugh now, remembering my art teacher telling me something to the extent of “You won’t like that career; you are too emotional and big-hearted.” At the time, I wanted to prove her wrong, but she was right…this dream, in theory, was a great idea but short lived. I realized how much being a therapist would take a toll on your mental health, and even though I wanted to help people, it just wasn’t a good fit.
During those couple of “wasted” college years, I worked part-time for another local florist, and my love for the industry grew. I remember sitting in my car before going to work one day crying because I felt like a failure for not finishing school or knowing what I wanted to do with my life. It was only then, at work, that I came to a realization. Here I was assisting this- a celebrity-like floral designer who I wholeheartedly admired, who has made his dreams of being a full-time creative a reality. He was- in fact- living the dream! It was then that I realized it WAS possible and that that could be me, too!
That is when I dove deeper into the floral industry. I began working for a retail florist and maintaining my job with the events florist. I gained experience and learned about the many avenues floristry could take you from weddings, events, everyday retail, sympathy work, consulting, wholesale positions, sales, and the whole nine yards. For the next several years, I tried to gain as much experience and knowledge as possible while determining which avenue was for me. I even got a certification and competed- and placed- in competitions through the Great Lakes Floral Association during this time.
While a part of me always knew my heart was in the wedding and events game, the experience I gained through everything else was absolutely priceless. Looking back- I’m sure I could have started my business a few years prior, but I am satisfied with how my cards were dealt. If it wasn’t for these years spent before opening my own business, I think it would have taken me just as long to get my skills and confidence where they needed to be. Taking that first leap was still terrifying, but it was the push that I needed to stand on my own and remind myself – I CAN DO THIS!
Trust the process, believe in yourself, and never be scared to follow your dreams!
Stefanie, 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?
I have always had a wild and free spirit. This wild spirit guides me through life connecting me with nature and others through creativity. This is the same spirit that paves the path for my business.
Fresh Coast Floral Co. is a floral studio providing flower arrangements for special occasions, including; weddings, events, parties, anniversaries, showers, etc. We also offer floral workshops and will soon add holidays to our offerings! We create anything from centerpieces, wearable flowers, bouquets, too large installations that could cascade over a table or hang from above. If you can dream it, we can probably make it!
My design style is artistically driven. I am an artist and see things as such. I see the infinite possibilities for textures, color combinations, structures, and overall presence of an arrangement. Most of my designs are inspired by nature and fine art paintings. The world has so much to offer in terms of inspiration. The rolling hills, dense woods, fresh water, changing seasons, and wildlife are just a few of my favorite things to pull inspiration from. I also find an abundance of inspiration from paintings from artists like Van Gogh, Monet, and O’keefe. All of whom were greatly inspired by nature. Overall, what fuels my creativity the most is COLOR.
FCFC specializes in color-concentrated arrangements, putting together unique and visually pleasing palettes to take your event to the next level. Now I love a striking all-white palette, but color is where my talent and creativity really shine through! I feel this sets me apart from other businesses as I always try to create something brand new and personally unique for each client instead of reproducing images found online or not giving my professional expertise.
As a business, especially in the floral industry, I feel it is important to concentrate on sustainability, quality, and education. We all, as humans, could do a little more for Mother Earth and practice more sustainable habits, especially those in the wedding industry. It is no lie that our industry produces a great percentage of waste, so practicing sustainability whenever applicable is a must! FCFC does this by limiting our usage of floral foam and instead using reusable mechanics such as chicken wire, moss, recycling containers, and renting vessels whenever possible. We also love supporting our local flower growers when possible, which helps lower our carbon footprint. Quality is of utmost importance in my business. I pride myself on purchasing nothing but the highest quality of flowers and products to produce our arrangements so they show up looking their very best. Education in the floral industry also helps me confidently provide quality products to my customers. Whether that is flower care, new products, or simply furthering my design skills, education will always be a top priority in my business, which I feel sets us apart from others.
I consider myself very fortunate to be able to make a living doing what I love most, but it would be nothing without my clients. It is a truly rewarding experience to play a small part in people’s special occasions. I want nothing more than for my clients to have a fun, magical, and stress-free experience. I always giggle when talking to clients for our first meeting, and they say, ” I know nothing about flowers!” That is fine, you don’t have to because I know enough for both of us! I am the problem solver; you give me all of your random ideas, explain the look, feel, and colors you are going for the best you can, and I will elegantly put them together in a seamless fashion. The best and also the worst part is that the possibilities are infinite, but the journey is the best part. Watching mine and my client’s relationship grow as we navigate through the details, creating the event of their (our) dreams, is truly special. It is overwhelmingly satisfying to see all the details come together on the big day and hear the client say, “Wow, you made that so easy!” or “It is better than I could have dreamed.”
Those are the moments that I live for. This is why I do what I do and put my whole heart and wild soul into every single flower.
For you, what’s the most rewarding aspect of being a creative?
For me, the most rewarding aspect of being a creative in the flower world is connection. Being a floral designer has developed stronger connections with my clients, the community, nature, and with myself.
Flowers are incredibly important to me, and I realize not everyone values them the same way. Flowers sometimes get pushed aside as too expensive, a luxury item, or a waste of money because ” they just die anyway.” Flowers can have a fleeting but impactful lifespan. Flowers can be used to communicate feelings and emotions and uplift your mood. They can mark special milestones, events, and accomplishments. They can be a thread to a cherished memory. Flowers can feed insects, birds, and humans. Flowers can be used as healing medications for the mind and body. Their impact is truly limitless. When I can share with my client or my community the true value of flowers and the value behind our craft, a deeper connection is being made, which is so rewarding. This, in turn, helps to build a deeper connection with nature. When I truly understand and appreciate the value of the medium I work with, I feel a deeper connection with Mother Nature. The earth has given us so much beauty, and It is rewarding to create, share, learn, and be inspired by it daily. All of this goes hand in hand and has helped me build a deeper connection to myself. Creating works of art out of flowers, learning about their properties, and educating others is therapeutic for me; it quiets my mind and helps me bring peace and stay present in an over-stimulating world. Flowers really do make the world go around!
Are there any resources you wish you knew about earlier in your creative journey?
I learned about the Great Lakes Floral Association early in my floral career, which helped me tremendously. I couldn’t imagine being on this journey without them, and I can’t recommend them enough to any floral designers – aspiring or seasoned. GLFA has so much to offer in terms of education and guidance. They offer many different classes, from beginner to advanced, to give you the building blocks for design and design mechanics. They also offer a multitude of different services for business owners. Some include credit card processing and insurance. This is where I tested for my Certified Florist’s certification. At the time, I was having a hard time financially but was able to continue furthering my education when I applied and received a scholarship through GLFA! They have various scholarships that could help you pay for your testing, a workshop, or to attend their yearly convention.
GLFA puts on a yearly convention called Great Lakes Floral and Event Expo. Here, you get a vast amount of educational opportunities all in one place! There are main stage presentations from renowned designers, volunteer opportunities to design with said designers, hands-on workshops, business sessions, competitions, and endless amounts of networking!
These are just a few of the benefits that the Great Lakes Floral Association has to offer. They are a pillar for the Michigan florist’s community and a great resource for all!
Contact Info:
- Website: www.freshcoast-floralco.com
- Instagram: @freshcoast_floralco
- Facebook: www.facebook.com/FreshCoastFloralCo
- Other: TikTok: @freshcoastfloralco
Image Credits
Photos taken by Fresh Coast Floral Co.