a conversation w/ Elizabeth of Calma Floral

Elizabeth is the creative and founder of Calma Floral. We talk about what's been influencing her creativity, how she's developed her signature style and her new book FLOWERING.

What creative outlets or mediums (besides flowering) have you been leaning into lately? 

I feel that Flowering + owning your own business can be creatively draining so when I do focus on other outlets, they tend to not be creative. I've been reading a lot lately--I've read like 11 books this year which is crazy for someone who previously read like one book a year. I find it really therapeutic to be out of my own head and thrown into someone else's world. I also told myself that this year, I wanted to try something I would normally do so I joined a pickleball league. I'm the least sporty person but we actually made it to the semi-finals so it's going well!

What always brings you back to flowers?

Honestly, people asking for them and wanting me to be a part of their event / special day. If people weren't asking me and buying my work I wouldn't be flowering as much as I do. Also, if I'm ever feeling uninspired or not wanting to work, a really exciting flower that I've never seen before can really get me back into the mood to flower.

What's been inspiring you/influencing your designs lately? 

I've been really into a more garden-y, organic look these days and I'm trying to find a world where I mesh that with my more bold, graphic work I've become known for. I've also been looking more towards nature to influence my compositions. Like, I'll look at a bush and observe the shapes and twirls that occur naturally within that bush and try and replicate that movement in an arrangement.

How do you deal with creative blocks when you need to be creative in your designs almost every day? 

I tend to get burnt out a lot so in the past year or so I've been sure to carve out time on my calendar where I do absolutely nothing related to flowers or work. There's some months where, if I said yes to every job, I'd be working every day of the week and while that's amazing, it's just not sustainable--especially for a team of just 2. Leaving those days to do nothing allows myself the space to be reinvigorated by my work when it is time to work. 

When's the last time you designed something just for fun? 

I do this all the time! Maybe like once or twice a week. We always have leftover flowers and I love making arrangements without rules or parameters!

What's something your younger self wouldn't believe? 

I never really thought I could have my own creative business and be making more money than I was in my previous 9-5 job. I always felt like you had to sacrifice something. Either you have a corporate 9-5 and make a steady income OR you have your own business and kind of struggle financially the whole way through. That's not the case!

How has your relationship with flowers changed (if at all) since starting your business? 

I mean, I am surrounded by flowers everywhere and always now. Before, I'd have flowers here and there but they literally consume my life now. I think at times I tend to look at them as just a 'material' but I always try and remind myself how amazing it is that they're actually grown from the earth. 

Calma has such a clear visual identity. I can tell it's your arrangement before even seeing your name. How has your style developed or changed over time? 

I feel that if you want to stay relevant, you have to find this perfect balance between staying on top of trends while also being true to your own style. While I do follow trends, I also feel that my style is very dependent on my moods. Like right now, my personal style is feeling very loose, flowy, garden-y and I feel that's reflected in my current work.

Congrats on your book FLOWERING! What was the process like of turning your creative ideas into something tangible? 

It was a long process! I'm used to things happening fairly quickly and this was an almost 3 year timeline from start to publish! It was really fun though seeing it all come to life and I'm lucky to have had such an amazing team of people work on it with me.

What can someone expect when they pick up a copy?

They can expect a fun, easy, casual approach to floral design. It's meant to teach anyone who has an interest in flowers, how to make modern, funky arrangements at home. 

What would be a dream project or client for Calma? 

I don't really have a dream client because there have been times where a dream client turns out to be a nightmare client. So all I dream for in a client, no matter who you are--a big brand, an individual--you come to us because you love what we do and you trust us in doing it.

Follow Calma Floral on Instagram <3