Today we’d like to introduce you to Jackie Frontiero.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Whew… it has definitely been a ride. It all started when I was basically born. I would watch my mother endlessly putting together crafts and florals. Every day would be something new and different and I would watch how she would move her hands and put things together. As I grew in to a teenager, I began to work other jobs always having something to do with creativity. Throughout this time in my life, my mother had opened Dana’s Floral Design (Her name is Dana) doing everyday florals, home interiors and weddings. I had watched it my whole life and went back in forth helping customers or sweeping floors… anything I could do to help out. I was definitely a flower shop kid! As the time progressed, I graduated high school and went to the Auburn University of Montgomery studying business law. Something just didn’t feel right. I wasn’t complete and I felt so “normal”. I continued to study and one day when I was at the shop, my mom had asked me to try and put some bridesmaids bouquets together. I did it, and did it well. I fell in love with it. Before I knew it, I started talking to brides and learning and experiencing everything first handed. I wanted to make events better, and I was ready to take it to the next level. I quit college and it has been an amazing adventure ever since. I definitely made the right choice and am glad I did everyday. I am now a event planner and designer going on 14 years and serving the entire southeast. Honestly, I never would have imagined it would have exploded the way it did. Sometimes, I feel like I just have to catch my breath.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Nothing is a smooth road haha! I am very lucky taking on a business that was somewhat established, but as anyone in the industry knows, you have to keep up. Its not easy and it is a every day task. I also was looking for high end luxurious events. I wanted to do things BIG! I wanted to take our studio to another level. That is when event designers were just sort of being discovered. Someone who could plan and design your event hasn’t always been around! You definitely have to demonstrate your abilities when having those kinds of expectations. Keeping your relationships and making new ones was a very important factor. Also, I had to prove to everyone that I could do what I wanted to do. That I wasn’t just riding my mothers coat tails, and I actually had talent. I will never forget her ripping my florals apart all the time because they just were not good enough (Thank God she did HAHA!) It takes time and patience. I have learned a lot of things along the way from just talking to other people and learning their struggles and goals as well. Creativity and business is hard to balance. They are on two totally different ends of the spectrum. I think that will always be a struggle and is for most creatives. You don’t want to lose your sense of originality.
So let’s switch gears a bit and go into the Dana’s Floral Design story. Tell us more about the business.
Dana’s Floral Design is an event design and wedding planning studio. We specialize in high end floral designs and I think it is really special that we do all of our floral in house! I think it is also unusual to find a planner who is a floral designer as well. I handle the details and design of an entire event from beginning to end. I focus on budget versus priorities, carefully drawing out the details and aspects of a wedding that are most important to the bride and groom. Our services include floral design, color theory, production, space transformation, and color palettes. Special emphasis is placed on vision and mood. We do a range of events from weddings, private parties, bar/bat mitzvahs and ceremonies.
I also feel like we are trendsetters. We don’t like to fall in to the pit of whatever is hot for the moment. I want to create trends, not follow them. I am not afraid to create unexpected touches that guests will stop and take notice. I have the standard services of a wedding planner but also the ability and knowledge to create a cohesive vision throughout the planning process.
Has luck played a meaningful role in your life and business?
I don’t really think I believe in luck. I believe in hard work. I can’t attribute all of it to that though as well. I am where I am now because of other people helping and supporting me. My mother has been a large source of inspiration for me. This business is a legacy and I intend to keep it that way. My husband is a wedding photographer as well and totally gets the industry which make it so much easier. He is always supportive of my thoughts and ideas and stands behind me with everything. I also could not do it without my sister in law, Rachel ,who is an amazing floral designer and is taking this journey on with me. A TEAM is everything. No one can do this by themselves. We by far, have the best people who care and give it all they have everyday! I Would not be here, if it wasn’t for all of these people.
Contact Info:
- Address: 164 East Main Street
Prattville, Alabama 36067 - Website: www.danasfloraldesign.com
- Phone: 334.361.7778
- Email: Jackie@danasfloraldesign.com
- Instagram: @danasfloraldesign
- Facebook: danasfloraldesign
- Twitter: None
- Yelp: None
- Other: None
Image Credit:
Nick Frontiero Photography
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