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FREQUENTLY ASKED QUESTIONS
WHAT, EXACTLY, IS A "BOTANICAL STYLIST"?
My brother-in-law, Joshua Berman, coined the phrase for me many years ago, when he was rebranding my business and designing my (current) logo. At the time (circa 2009ish?), an online-search showed no one else using the term. Today, it's been copied over and over again. Instagram hashtags for #botanicalstylist are over 3k, and #botanicalstyling are over 26k! But I think most people are using it as an alternate term for "floral designer," and it's not that limiting for me. I AM a floral designer. I trained as a florist nearly 20 years ago, and have been working professionally in the floral design industry ever since. But about ten years ago, I also began doing prop and product styling for magazines and brands here in Hollywood. I brought a strong floral and plant aesthetic to my styling work, hence the term "botanical stylist." It's broad- it covers my work in editorials and advertising, as well as my work as an event designer. Essentially, I provide PROP, PRODUCT, TABLESCAPE & EVENT STYLING with a BOTANICAL INFLUENCE.
DO YOU HAVE A MINIMUM FOR WEDDINGS?
I've gone back and forth over the years: but ultimately, no. I only accept a selected few weddings per year: preferring to focus on quality over quantity. Most of my weddings are destination events (in the case of California weddings, too, as my clients are often coming in from other states or countries to be married in California!). The majority of my past wedding clients would say that the floral decor was one of the most important aspects of their wedding. If the floral decor is an afterthought to you — if your gown and the catering and the music all rank higher in importance than the flowers and decor, than I am not the designer for you. I LOVE flowers— everything about them, and I want to work with clients who love flowers, too. I don’t expect that my clients will all love flowers as much as I do, but I do expect that they want to work with me because they care deeply about the aesthetics of their wedding.
My average floral budget for a destination wedding is around $23,000, plus travel costs (which I advise clients to budget $5-10k for), but I've designed for intimate events with much smaller budgets (my average budget for a Los Angeles wedding is $14,000) and events with sky's-the-limit budgets, too. I'm more interested in who you are, what your story is, where your wedding will take place, and why you want me to design for you. I wouldn't want to say I have a $10,000 minimum and miss out on the perfect clients who are totally my jam, just because they have an $8,000 budget and think they can't afford me. On the flip side, clients with a $50,000 budget (or more) might see a $10,000 minimum and think, "oh, she can't handle something on the scale of what we're looking for." The truth is, I can. I love tiny, thoughtful weddings with perfect details, and I love larger-scale weddings with massive floral installations. But the connection to the clients is what is most important to me. So reach out. Let's talk. I'm pretty honest. If your expectations seem unreasonable to me, I'll let you know. And if I love you, we'll make magic together!
What are “STYLING RATES”?
In the entertainment industry, we work according to “Day Rates,” So we have a dollar amount (sometimes negotiable), for which we are paid by the day (versus by the hour), for our time. The industry is pretty heavily regulated, so this is simply how I have to work/invoice for jobs where I am hired as a Set Decorator, Prop Stylist or Floral Stylist. I have a two-day minimum on my day-rate, one day on set— doing the actual styling, and one day for shopping/prep. Large jobs can take weeks, while smaller jobs (most editorial gigs for magazines, for example), require only one day on set. A “budget,” which is the amount of money allocated for actual product, rentals, etc., is always in addition to the Day Rate. The Day Rate is my fee (and I pay income taxes, self-employment taxes, business insurance and health insurance out of it— all my responsibility as I’m considered an Independent Contractor in these cases), and the Budget is the money I will spend to make the magic happen. Small jobs, such as a one-day flat-lay photoshoot of a particular product, may require a very low budget, say $500. Most of my styling jobs that are for a 1-2 day shoot with models and set, have a floral/prop budget of anywhere from $2,000 to $10,000.