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Life and Work with Cheri Taunton-Garner

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Today we’d like to introduce you to Cheri Taunton-Garner.

Thanks for sharing your story with us Cheri. So, let’s start at the beginning and we can move on from there.
I think by complete accident, I become a floral designer. It wasn’t what I dreamt about being when I grew  up. I wanted to be a Paramedic, even became an EMT/Firefighter for many years. Even though my mother was a florist, I just didn’t seem to have a passion for flowers as she did. But the more I was around them, helping her, she saw talent in me that I couldn’t see myself. I found a certain beauty in them that just couldn’t be explained, and there was a calming peace when I was with flowers, then when I wasn’t. It naturally grew on me and now is a passion. I can easily say it was my mother’s influence that has formed the designer I am today.

I created Southern Charm Wedding and Events in 2011, after returning back to Colorado from Texas. While working in Texas, I had the pleasure of working with one of the largest event companies in Dallas, Todd Events. I managed his floral production division and It really gave me a deep love for large events. I so wanted to share what I had to come to love there back to Colorado. There was a connection with my soul to the large flower packed arrangements that I got to create there, and share that with my own clients and friends who had a love of flowers like I did. It was something that seemed to be missing in Colorado and I wanted to create a company that just felt like home. Something about the South always makes you feel like home, so that’s how Southern Charm was born.

My career has spanned 23 years and it just keeps getting better. I have had the opportunity to work with some of the most talented designers in the US. I’ve gotten to travel all over to design with so many floral industry leaders and create some of the most amazing events. What started as, “Maybe I’ll just do some weddings on the weekends for extra money” became a full-time job within six months of creating my company. Eight years later, I love this business more than I ever thought possible. It’s a deep-rooted passion, to create beautiful events with amazing service, that keeps my love of this business strong.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The road hasn’t been easy, but the ride has so been worth it. When I first started my business, social media was just really starting to take off and we could see how important that could be for business. I found many of the florists that I looked up too, didn’t really want to offer help with any questions I might have and I found that so frustrating. Why wouldn’t we want to help others to be successful? So, I tried to do this myself. I lent out my services, knowledge and time to anyone in need with in my floral community. I wanted to show how we could work together and all be great, and that we weren’t going to lose business to our friends, especially if we were in their corner cheering them on. I have this theory, that I won’t be successful if I don’t help others to be, and I feel its something that needs to be shared more in this industry, to create community over competition. 

I started my business in my parents barn with $500.00 and some help from friends and family. Lacking the resources for the help and inspiration I need and so wanted, I started looking for workshops and classes that would help me build the business side of my business. I never had to worry about the money side before, I have always been a workhorse behind the scenesand only had to design for other companies and the business side scared me, which is why I waited so long to start my own company. I was afraid that if I admitted that, I wouldn’t be seen as a good company or good business owner. I knew my craft, I knew how to do design, what flowers were in season and what colors worked best together, and I knew how to sell to brides,but I couldn’t tell you if I was making money, as I had no clue what a profit and loss sheet was. I had some vague ideas of how a shop/company should work, but I still knew, that praying I was doing it right, was the wrong way to go about. I started attending business based workshops like Sage Wedding Pros, and that really helped me to understand the money side of the business. Then, I took a Holly Chapple flower workshop, in hopes of gaining more knowledge in my craft and see where else I could change my business and surround myself in more business knowledge. I wanted so badly to be successful, I just didn’t know how to get there on my own. After taking her workshop, I learned that I wasn’t alone. This business comes with a lot of challenges and even though people thought I was successful, I knew and felt I wasn’t. Granted I didn’t owe anybody, we paid cash for everything and at the end of the year there was still a profit, but in my own eyes, that wasn’t a success, it was just luck, because I didn’t truly understand the business basics.

We can work to pay bills or we can work for pleasure. Its all in how we handle the business side- (the not so pretty side of the business). Knowing that others in the industry had the same issues I was facing, was a relief. I’m lucky enough to be apart of a caring and so knowledgeable group that only wants to help and encourage other floral designers is what really helped to keep me going. I was ready to quit, as I just felt I had given it my all. Being a part of Holly’s group called the Chapel Designer’s has been a highlight of my career. 195 members from across the globe share, failures, goals, resources, business tips, new product information and so much more, that I truly think saved me and my business as I was about to give up. I was discouraged, uninspired and just drained. I only wish had invested in that much earlier on in my business. I think I could be so much further ahead right now.

My advice to anyone wanting to start a floral business is don’t try and copy all the other designers out there. It’s so easy to get lost in the world of pretty pictures and perfectly crafted news feeds on social media and want to be just like those you see. But there is so much more that happens behind the scenes that make those beautiful pictures. Invest in yourself and your business, don’t start blindly. Ask for help, seek the community of designers who are willing to teach you and not ignore you. Become cheerleaders for others and surround yourself with those who will cheer you along as well.

Please tell us about Southern Charm Wedding and Events.
I love creating events that push my creativity. The freedom from a client to design just comes naturally always creates the best events. When clients entrust us with their events, I take it very personally. I’ve tried to make sure our service to our clients is even better than our designs. I’ve been lucky enough to say this has worked in our favor. We don’t advertise, all our events and clients are from word of mouth. I like to think that’s a high level of success. Overall, I think we are known for our classic and lush designs, staying on trend without getting lost in the process and just pushing for the very best we can be for a small company.

What advice would you give to someone at the start of her career?
My biggest piece of advice would be, don’t lose yourself trying to be like others. Be patient with yourself and lend yourself some grace on the days it seems like you failed as we tend to be our own worst critics. Growing in a career isn’t easy, especially when starting from the ground up. I truly believe we are the only ones that stand in the path of our own success. This industry is incredibly complicated at times, and yet so rewarding at others. You truly need to love it, as its a one of the hardest jobs in the wedding industry.

Pricing:

  • $4000.00 minimum for full-service floral events.

Contact Info:

Image Credit:
Jo Spivey Photography, Ali and Garret Photography, Janita Mestre Photography, Sara Corona Photography, Cassidy Brooke Photography, Sara Corona Photography, Rachel Havel Photography

Getting in touch: VoyageDenver is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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