Flowers as fashion

Press
Written By Stephanie Simpson

THE STORY: Los Angeles Floral Couture started as a typical neighborhood flower shop called Glendora Florist. In business for many years before being purchased by Dalel Snider, it had a reputation for high quality flower arrangements but only served the local community. When Dalel took over, she wanted to transform it into the premiere floral design company of Los Angeles and Beverly Hills. Doing away with TelaFlora and creating unique designs was only the beginning. A second brand was born – Los Angeles Floral Couture, along with a new business model and loftier goals. 

collage of magazine images of brides, flowers, ceremony magazine cover

THE PROBLEM: How do you make flowers into a luxury brand like Louis Vuitton, Chanel or Gucci? 

THE BRIEF: Create a brand style that merges floral couture with fashion couture. 

THE GOAL: Scale the company, attract media attention, and double sales

THE SOLUTION: What all the best luxury brands have in common is a visionary head to the company. By lifting Dalel up to the status of a fashion designer and making her (not the flowers) the center of the company’s brand, she automatically differentiated herself from her competitors. We channeled Michael Kors, Vogue, and merchandising in designer shops like Louis Vuitton to create a couture brand unlike any other floral shop. Dalel and I also created Vogue-style ads to hang in her shop and run in high-end Los Angeles magazines, along with editorials (and covers) in magazines such as Ceremony Magazine and The Knot. The result was a dramatic increase in her revenue and a reputation that stands proudly as one of the finest florists in California.

THE RESULT: Mission accomplished! Los Angeles Couture has become a famous LA florist, Dalel’s designs have been featured in magazines nationwide, and sales have tripled!

BRAND-ification’s ROLE:

  • Re-designed the brand identity to showcase luxury and appeal to A-list clients

  • Wrote press release

  • Pitched editorials to magazines

  • Stephanie photographed all editorial spreads

  • Project managed all photo shoots

  • Designed Ad campaigns for Los Angeles and National magazines

Stephanie Simpson