The contemporary floral market has experienced tremendous changes in the last couple of years, regarding technology as well as in terms of social media, which defined new ways of florists’ functioning and communicating with customers.
In the middle of all these changes, Lauren Talt is the founder of Treemendous Florists. She has distinguished herself as a groundbreaking florist who masters balance between old school florist and modern event designer. This has not only redefined industry benchmarks but has also attracted the interest of high-profile clients and media such as Bravo, and New York Fashion Week among others.
Today we get to know Lauren, discover what drives her, and analyze her past successes and her vision of the future of floral design and the event production industry.
1. It appears that your career progression was far from typical or conventional in nature. Could you provide an outline of the key steps you took resulting in the formation of Treemendous Florists?
Thank you for asking. Taking over a floral shop that had a wonderful reputation was definitely an honor, but a lot of work. Styles are changing rapidly and my brain is in a constant storm of “What can I do next?”. The majority of the time, when I get an Idea and look for inspiration- I never seem to find what my brain sees. Then I get to creating- with tons of trial and error or as I and Bob Ross would say “Happy Accidents”. Also, so many incredible one-time tries. To me, it’s all about never giving up on your vision.
2. The name of the company “Treemendous Florists” is quite catchy. What’s the context behind this, and how does this relate to your company values?
Treemendous Florist is going to forever be my favorite business name. It was established in 1987, the same year I was born. I very serendipitously ended up working there as an apprentice. Two months later, I took over the business and would like to say brought the business to very many new Treemendous levels. My company values are very simple: treat my employees like the rockstars they are, give back to our community In any way possible, and make sure everyone who we work with knows that they are our main priority.
3. You have had working experience with Bravo TV. In what way has this exposure to the entertainment industry affected your style of floral and event design?
Oh my goodness, yes! Working with Bravo was/is a wild experience. They really do put the “Reality” into Reality TV. After getting to know my clients like Teresa Giudice and Dorinda Medley as real people, not just reality stars, I was able to plan their events with total creative license. Every party had a theme and there goes my brainstorming- building wild installations like The Painted Lady Floral Mannequin for Peacock RHUGT EX WIVES or my second favorite, the stained glass butterfly in Dorinda’s maze at Blue Stone Manor
4. New York Fashion Week is a highly significant event in the fashion calendar. Is there some story from your work at NYFW that you were especially proud of or that was especially difficult?
I am extremely proud of every design, step and repeat, and many more custom backdrops I have made for NYFW. I have also learned this business is just as cutthroat as working in the Reality TV world. After more trials and errors working with companies, after 5 years of working behind the scenes, I decided to do my own show. This will be my first and I anticipate to have very many more.
5. Since it is an industry that combines art and business what measures should be taken to satisfy the customer and at the same time create something artistically appealing?
As a designer and a businesswoman it is extremely important to not only listen but to really hear my client’s vision. Most recently one of my designs model Chance Gwyen worn in the Global Continent Pageants started an entirely new category to win in Best Florida State Costume. Chance said she wanted couture, wild, Florida feel- So I went “Everglades Elegance”. It’s an honor to have made her so happy, as she won the entire competition as well.
6. In the future what new concept or ventures are you planning to undertake with Treemendous Florists?
Treemendous Events is rapidly growing from what was once a small little boutique floral shop into a Production Company for sure. It is so exciting, just as much as it is scary. Everything we choose to do is a risk. After this fashion show, I am hoping to move into producing more shows and photoshoots. I definitely see us growing into our own PR and Talent Agency as well.
