With over 30 years of experience, owner Kevin Reed is more than qualified to be one of the top floral designers in the valley! Kevin’s passion for flowers started at young age while helping out in his mother and father’s flower shops in Ohio & Indiana. Since then, he has branched out on his own and developed into the designer he is today! We wanted to take sometime for our Wedding Couples to be to get to know the man behind the designs and find out where he gets his inspiration from.
To date, what has been your career highlight?
To date, my largest design achievement was successfully conceptualizing, designing and executing a very prominent 4 day Indian wedding while simultaneously providing service to our existing volume of corporate business. The wedding consisted of providing expansive floral décor for breakfast, lunch and evening activities each day, as well as providing décor for the public areas of the hotel for guests to enjoy (venue was bought out for just the wedding and guests) while also providing all Ceremony, Sangeet, Temple celebration decor, as well as their engagement dinner and final wedding reception. We used over 75,000 cut flowers of every color combination from 50 different flower varieties. With the help of 15 freelance designers, we worked 12 to 18 hours a day to deliver on our commitments to never compromise quality while providing the highest level of service and design.
My largest business achievement will always be opening the doors to Your Event Florist, ten years ago, it is so rewarding.
Tell us about why you think couples should splurge on their wedding day florals.
I feel the importance in having a floral budget is to create the feel and emotion of a celebration between two people that are in love and saying their I Do’s. They will revisit their wedding images for years to come and the flowers will always enhance their memories. Years later when they are reminiscing about there wedding, they will feel a great deal of satisfaction that it was truly designed with their ideas in mind for their wedding day. Unique to them and only them!
Pinterest has made a huge impact on the wedding industry and floral design in the past few years – for the good and bad. Too often, it can feel like there is nothing new to create or you don’t have the freedom you once did to design. How do you find new and original ideas?
I welcome the Pinterest era. It provides a stepping off point, to visually get inside the head of our couples, to begin to create beyond the Pinterest inspiration. We have become a very visual society, so images are important, it helps the couple to be able to show what they like, it gives them inspiration and is welcomed, but just to start the process. We will not directly duplicate something from Pinterest, it has already been done and is someone else’s design, so we only use it for their inspiration. In essence, we evolve their design look and incorporate their ideas to make it unique to them. My only advise is not to overthink Pinterest, just use it as that starting point for idea development.
What is the biggest challenge facing the floral industry?
In my opinion, the largest challenge facing florists is the concept that “anyone can do it.” As the industry is not regulated anyone can say they are a floral designer whether they have experience or not. We are experiencing a saturation of individuals setting up shops as florists that are not actually professionally trained. Additionally, we have individual businesses over extending themselves and wanting to provide all wedding services, so they offer planning, event design, linen rental, furniture décor, as well as, floral. Don’t get me wrong we support many reputable businesses that have expanded their services, but the difference is that they are reputable businesses with experience, so do it well. My advice is just research, research your wedding vendors (all of them) and know who you are working with, ask questions and always read the contract. Hiring a professional with experience who has established design credentials should provide the peace of mind that hiring a non-professional does not.
What is one piece of advice you would offer to couples planning their wedding?
I would advise brides to trust in your florist’s skills and capabilities to execute their vision. Be clear with your florist on what is important to you and how you want to experience your wedding, but then allow them the ability to create and be creative, after all that is why you hire a professional. They will provide you with sound advice on the design to achieve your desired results and on what flowers will hold up best for the season of your wedding. A reputable florist will always be able to provide guidance in the decision making process to create your dream wedding.
Where do you look for inspiration?
I get inspired from everyday life..Nature, Photography, Art, enjoying a great meal and observing how a chef presents a plate (I am a foodie). In Arizona, I get especially inspired by the natural beauty of the Sonoran desert. God has the greatest paint brush really. Additionally, I also get inspired by the work I see of other peer florists I follow and respect for their design skills locally and nationally. But mostly, by meeting and getting to know a prospective bride and listening to her inspiration. Feeding off of the couple’s excitement during a consultation and knowing you are designing something special and unique for just them, that truly is where I get my focused inspiration.
What is your favorite flower to work with?
It would be very hard for me to say I have a favorite flower because there are so many beautiful flowers available for me to design with that I enjoy. Each have their own distinct and unique beauty to them and I like different ones for different reasons and uses. I know my wife’s favorite flower and for that she loves me.