Unveiling the Petal Path: Innovation, Growth, and the Art of Studio Choo
Demystifying Floral Artistry: Making Design Accessible
Jill and Alethea from Studio Choo shared their insights on how their book has made floral design less intimidating for many. They highlighted that readers appreciate the clear, step-by-step photographic guides and the familiar, user-friendly recipe format. This approach allows individuals to experiment and express their creativity without feeling constrained by the need to perfectly replicate a specific image, fostering a more approachable and enjoyable design experience.
The Blossoming Journey: From Humble Beginnings to Bestselling Authorship
The duo reflected on their impressive evolution, moving from operating their nascent floral enterprise out of a Honda Element and a garage to achieving bestseller status with their book and establishing a sophisticated new studio in South San Francisco. They revealed several exciting ventures on the horizon, including a new book titled “The Wreath and Garlands Recipe Book,” Alethea's recently launched fragrance collection, Snakeface, and the development of a large cutting garden. Furthermore, they are organizing a Community Supported Flower (CSF) program in collaboration with local farmers, aiming to offer immersive educational experiences for students.
A Lifelong Passion for Flowers: Family Roots and Industry Evolution
Jill discussed her deep connection to the floral industry, rooted in her family's floristry background. She noted a significant shift in the types of flowers used, highlighting the vast diversity and availability in Northern California, especially near one of the nation's premier flower markets. Alethea emphasized the importance of intimacy with resources, advocating for utilizing flowers from home gardens, local markets, and even naturally occurring elements from one's surroundings. This “flower hunter” philosophy, she explained, adds unique texture and local character to arrangements.
Cultivating the Local Movement: Expanding the Reach of Sustainable Flowers
Jill acknowledged that the local flower movement is growing gradually, with a dedicated but still relatively small group of enthusiasts. She noted that California provides a unique environment for this movement, making it more visible locally, but recognizing it as a newer concept elsewhere. Both Jill and Alethea see this not as a challenge, but as an exciting “New Frontier” with ample opportunities to shape and promote sustainable floral practices.
Advocating for Change: Bridging the Gap to Broader Audiences
Alethea stressed the importance of increasing the presence of local flowers in commercial markets to broaden their appeal. She also highlighted the growing awareness of the substances we expose our bodies to, including those found in flowers. This includes considering the impact of chemicals on both consumers and the individuals who harvest and process flowers. Ultimately, she concluded, heightened awareness is essential for advancing the local flower movement.
Harmonizing Creativity: Collaborative Design and Studio Dynamics
Jill explained that in the early days of Studio Choo, every arrangement was a joint effort, with intense discussions about each piece. As their business expanded, they adopted a more specialized approach, with Alethea managing weekly clients and deliveries, and Jill overseeing weddings and events. Despite this division, they continue to support each other's projects and have brought in additional help, allowing them more personal time.
The Art of Foraging: Embracing Nature's Untamed Beauty
Alethea expressed a desire for more time dedicated to foraging, while Jill mentioned their constant vigilance for interesting materials during their travels, often spotting unique flora like lupine. They also source unusual elements from specialized foragers at the market and leverage their relationships with farmers to acquire unique “goods.” Alethea hinted at her own secret foraging spots, adding a touch of mystery to their process.
Innovation in Bloom: Exploring Unconventional Floral Elements
Alethea shared their practice of continually experimenting with new “signature styles,” which has included incorporating embroidered sticks and avian skulls into their designs. While some experiments resonate more than others, this approach keeps their creative process engaging. Jill expressed her fondness for delicate, fleeting blooms that are often difficult to source, such as Peruvian sage, coral Geum, white strawberries, and unique offerings from Morning Sun Herb Factory.
Balancing Ambition and Well-being: Strategies for Sustainable Success
Jill openly discussed the challenges of managing a small business while striving to maintain personal connections with family, partners, and friends. She recounted their past efforts to schedule monthly outings to decompress, acknowledging that work discussions often still crept in. She emphasized the importance of informal gatherings, like barbecues, happy hours, or meals in new towns after events, to help them feel a sense of normalcy and recharge. Alethea succinctly added the crucial advice: “And sometimes you just got to close the doors and leave the damn studio.”