Conversations with the Inspiring Ashley Sassoon

Today we’d like to introduce you to Ashley Sassoon.

Ashley, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I started my business four and a half years ago – a few months after my husband and I were married. I was a teacher at the time of our wedding, and we did not have the best experience with our florist – most of the issues stemmed from problems with communication, and the company not being very organized or detail-oriented, which are all areas that a successful teacher excels in. I’ve always had a hand in working with flowers – my mother is an avid gardener in our Northern California town – so after our wedding, I wondered if working as a wedding florist was something I could do. I spent the following months trying to volunteer my time with other florists to learn the craft, but usually by the time the school day was over these florists were done for the day. 🙁 Unfortunately taking classes in the area (we were in Indiana at the time for my husband’s schooling) wasn’t an option as the only classes offered were given in the older style of arranging – which some people still love, but I really wanted to learn from this new strain of thought in the industry; creating arrangements that looked as if they naturally grew into being. After a few months, I realized that if I was going to learn I was going to have to teach myself. I started a business license to access wholesale flowers, then spent that summer begging friends to let me bring arrangements to their baby showers, bridal showers, and weddings so that I could practice. I spent much of my learning time studying the work of florists who are “masters” in our field – much like new painters study the artwork of the masters when they begin learning their craft. I selected photos of pieces that I loved, and spent time determining what exactly I loved about them (to help me recreate those elements), as well as trying to discern the mechanics of actually getting the arrangements to behave the way I wanted them to, while still giving off a natural “just gathered from the field” air. After half a year, I was lucky enough to have drummed up enough business to stop teaching and flower weddings full time – it’s been an absolute dream job and I haven’t looked back!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
As expected – not exactly! My main bump in the road when I was starting was figuring out pricing. Most of the florists in the area where I began my business kept their pricing to themselves, so for literally years I was unknowingly undercutting the industry until I finally found my tribe of like-minded business women (and specifically florists) who also didn’t mind sharing what others were considered “trade secrets.” We prefer to be around businesswomen who build each other up and realize there’s enough work for everyone – the whole industry benefits when community over competition is the priority. Luckily in moving here to Denver, there’s an even larger group of people who value this key line of thinking, and I’ve felt very welcomed and supported by my fellow wedding industry vendors (“friendors!”) here.

What should we know about Wildwood Floral Co? What do you do best? What sets you apart from the competition?
I think what sets me apart from some others is what nudged me into thinking this career could be something I could do well, and those were my skills (honed from years of teaching) in communication (clear and responsive), organization, and detail-orientedness. I spend countless hours preparing floral proposals and quotes for couples I meet with, and while many might think this is excessive (especially because this time isn’t paid for as the couples haven’t booked me at this point), I can’t do any less. It’s very important to me that my couples feel taken care of and heard because that’s not something I experienced in my wedding planning process. I go “overboard” with design boards to make sure we’re on the same page, making sure my couples know that everything is flexible and can be tweaked to fit their vision for their day (it’s never an “it’s my way or the highway” type of thing). I’ve found that my couples really appreciate my attention to detail, how clearly everything is laid out for them (when so much in wedding planning can be so complicated and new!), and how the emails they send me are responded to within a timely and thorough manner. The last thing I want them to be doing is worrying about their florals for their wedding – they should be focusing on their excitement of this momentous event in their lives – so it’s my #1 priority to do whatever I need to for them to make this happen.

Do you have a lesson or advice you’d like to share with young women just starting out?
I would say research and ask questions! Reach out to others and make connections – if you’re passionate about what you’re doing, it’ll show and (the right) people in your field will naturally want to involve you in their community.

Tell us about your business/company. What do you do, what do you specialize in, what are you known for, etc. What are you most proud of as a company? What sets you apart from others?
My husband and I are avid gardeners (which is strangely not something many florists also do), and I grew up gardening year round in Northern California with my mama. A number of years ago I began growing roses alongside our other plants, and have been an American Rose Society member (as well as an active member of the local chapters of each town I’ve lived in for the past four years – both Indianapolis and Denver) since 2015. This year I was awarded one of the five “Rising Star” awards by the ARS at their national conference earlier this month. The ARS is a national organization that was founded in 1892, and the Rising Star awards recognize the work of young rosarians who are supporting the culture, preservation, and appreciation of the rose.

Contact Info:

• Website: www.wildwoodfloralco.com
• Email: wildwoodfloralco@gmail.com
• Instagram: @wildwood_floral_co

Image Credit:
Our Two Hearts; Laurken Kendall Photo; Violet Short Photography; Erika Aileen Photography; Christopher Ramos Photography; Jessica Christie Photography

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