Conversations with the Inspiring Caroline Jordan

Today we’d like to introduce you to Caroline Jordan.

Caroline, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
It was the adventures of the Rocky Mountains that gave a strong push for me to move out here after high school in New Jersey to attend the University of Colorado.

I loved the mountains, the grandness of them, the opportunity to sleep outside, make fires, raft, and ski. After two years at CU, I made my way to Steamboat Springs. It was not a total coincidence though. My place is right on the hill, and we have been coming here as a family my entire life. What was supposed to be a short semester off in order to transfer colleges, turned into love affair with Steamboat Springs that I cannot tear myself away from.

Not unlike many other small businesses, I sort of stumbled on an opportunity and it turned out to be a true passion of mine. I was actually waiting to attend the Culinary Institute of America and picked up some work at a small flower shop with absolutely no experience. My boss was (and still is) a legitimate angel that is living among humans. She allowed my overly controlling personality and unruly creativity to be set free and let me run with it, figuring out things as I went along. I learned a lot that year, and quite frankly each year since has come with a new record-breaking amount of life lessons.

The simple answer is; I started Linden Co. because I genuinely love flowers, I love seeing other people enjoy them. I think there is so much in this life to celebrate, even when things seem dark; flowers are the perfect example of that.

Linden Co. is a cultivation of things that have really inspired me. Establishments that serve a great product, and the natural beauty of what is all around me. I draw inspiration from the seasons, the different color palettes that each brings. I always try to compliment what is going on outside in some way. My goal with this new retail space is to of course have fresh flowers and plants, but also create a creative hub for all types of art, collaboration opportunities, and a space you want to come in and enjoy.

Has it been a smooth road?
I am not sure it would even be considered a road, let alone a smooth one!

The biggest struggle is a pretty classic one; artist/creative turned business owner. If truly what you want is to simply do your craft every day, then find a partner to run the business side of things. I do two full-time jobs of working “in” the business and “on” the business every day. I am behind the computer screen managing schedules and payroll, running expense reports, and organizing CRM way more than I am out front cutting and arranging flowers. That being said, it all comes with the territory that I value greatly. Learning the back office part of the business is very important to me in order to grow my brand consciously. I try to remind myself that creatively is like a muscle and that it is okay to shift focus sometimes, it only takes a bit of inspiration and confidence to get back into the creative grove when the time is right again. Speaking of confidence, that is one thing I would try to hold on to when you are starting out because it is easy to let doubt keep you from taking some risks. If you believe in what you are doing, run the numbers, and have the opportunity then go for it. The stars rarely align for small businesses to start up with complete perfection, it will be confidence in yourself and your craft that is going to hold you afloat during those tough times.

So let’s switch gears a bit and go into Linden Co. story. Tell us more about the business.
Linden Co. Floristry is an event floral design company and plant shop in downtown Steamboat Springs, CO.

I started Linden Co. in my garage in fall 2017, starting out doing floral designs for weddings in the summer. In just two short seasons I have grown as a florist to offer full service floral, installation, and event design. We work with all sorts of clients and venues to offer truly unique and custom floral.

This summer Linden Co. moved into a retail space downtown and is expanding into an entirely new realm. We now offer fresh flowers for any occasion, from the $15 thinking of your hand-tied bouquet to custom installations for restaurants. In addition to floral, we have a large selection of beautiful houseplants for sale in all shapes and sizes.

Coming this fall after a short closure for a remodel, Linden Co. will be growing even a bit bigger into more retail including; planters, ceramics, jewelry, textiles/apparel, fragrance, candles, skincare, and tableware.

In the new year, we will also be releasing our calendar of workshops, pop-ups, and artist collaborative events that will be held in our awesome downtown space! So stay tuned.

Linden Co. brand is inspired by beautiful environments and bringing the outside in. We aim to create spaces and scenes that applaud the classics while highlighting a natural and contemporary aesthetic. Ethically made and high quality crafted is important values for products we carry in the shop. Every plant or flower has a story that adds to its character, we aim to have artists and pieces whose story resonates with ours to create a shop experience you want to keep coming back to as we evolve.

Looking back on your childhood, what experiences do you feel played an important role in shaping the person you grew up to be?
I grew up riding horses and playing on farms in New Jersey as a kid. As a 28-year-old girl, I probably have more in common with your grandfather, I love Louie Armstrong, long walks on dirt roads, and a good sweater. I have to give my wonderful childhood credit for creating value in making beautiful and cozy spaces.

My mom and dad loved fell in love with this yard on and end of a dirt road called Linden Lane. That is where we grew up, got to be outside as much as possible to enjoy these massive trees and moss filled woods. My parents also has always had deep admiration for things passed down, things with a story. Setting the table with my mom was a history lesson or going back in time with each candlestick holder or linen napkin. She would go out in the yard and cut from the magnolia tree or rose bush to add that extra element, and everything felt so warm. I bring that same appreciation for tradition and character into my work but also add that little touch of something different or wild to make it new again.

Contact Info:

• Address: Linden Co. Floristry
  1104 Lincoln Ave. Unit 102
  Steamboat Springs, CO
• Website: www.lindencofloristry.com
• Phone: 9708753423
• Email: caroline@lindencofloristry.com
• Instagram: linden.co

Image Credit:
Beba Vowels, Peyton Ruchti, Lexi Hope, Rachel Havel

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