Today we’d like to introduce you to Elaine Slaughter.
Hi Elaine, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
After graduating from UGA, I worked in public relations/marketing communications as a corporate meeting planner for 15 years. I planned black tie awards ceremonies and destination recognition events for the no. 2 long distance phone company. During a company reorg, I chose not to move to D.C. and instead, launched a bridal consulting firm, Calla Lily Bride. This was when I was 1st introduced to wedding planning and learned I had a passion for floral design. Fast forward to the spring of 2020, I had to re-think how to make a living after more than 20 years in the hospitality industry. It was at this time that I was diagnosed with breast cancer. Thanks to what I call a “spiritual awakening”, it was my faith that lead me to create Daphne and Iris. I leaned on Him to guide my steps. With Covid and cancer as my new reality, I found peace through nature and began growing the most amazing wildflower gardens. This inspired me to open an Etsy shop that sold dried flower arrangements for gifts, home decor and weddings. Dried Flowers Atlanta was born but I soon had the urge to work with real flowers once Covid had passed and the bridal season began to flourish. Daphne and Iris was created and now offers floral designs for weddings, life’s milestones including baptisms, small businesses, funerals and for the home. I named it after my favorite winter perennial, the fragrant Daphne Odora, and my mother’s favorite flower, the Siberian Iris. My forte is designing custom rose arbors for a couple’s wedding ceremony and my design aesthetic is inspired by wildflowers and English gardens.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Like any new endeavor, there is a learning curve and going from dried flowers to real flowers, there was so much I didn’t know at first. Colleagues had told me I had a God given gift for designing, so I had that under my belt. I also had marketing and communication skills from the corporate world. But I had to learn how to run the shop as a profitable business including determining flower “recipes” used to purchase the right amount of flowers. It’s always satisfying to have nailed the “recipe” with little to no waste.
Another challenge along the way was how to determine who is my best customer niche. My desire has never been to be considered a “luxury” wedding designer as I believe the ATL market is saturated with many and my style is more “simple elegance” and not over the top. Working with the freshest, seasonal flowers available, I attract couples who want a memorable full scale wedding design that reflects their personality and who have a budget that won’t break the bank.
Lastly, I literally launched my floral business starting with Dried Flowers Atlanta the same month I was diagnosed with breast cancer. The next 9 months pushed me hard as I was undergoing chemotherapy so there were many days that were difficult. After 9 months of treatment including surgery, I felt I had turned a tragedy (cancer) into a triumph (exciting floral business). I knew if I could beat cancer, I could succeed as a floral designer.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am most proud of my romantic rose arbors for wedding ceremonies. Each one I design onsite is unique, never “cookie-cutter”. My favorite moment is when I step off the ladder to see what I have created. It’s like painting and I find it to be very fulfilling and even therapeutic. Lately, my favorite thing is creating artful floral designs on wedding cakes. Like creating arbors, my wedding cake designs are always done onsite and just like when I’m on that ladder, I just let my creativity flow. So much fun to take a plain cake and really make it shine!
What has been the most important lesson you’ve learned along your journey?
I definitely believe that Time Management is critical for success. I’ve learned that if I’m short on time, just keep moving and focus on the job at hand. Behind the scenes in every floral shop, there’s a lot of “labor” from processing the flowers before designing, keeping water buckets fresh, tending to stems that need a little TLC. These chores can take hours and are so important to maintaining the quality and lifespan of each and every floral stem. As I mentioned, my favorite thing to do is to get on a ladder and create custom ceremony rose arbors. But my least favorite thing is to have guests waiting on me to complete the installation!
Another important lesson is to LISTEN. Each client has their own unique vision and the more a bride shares with me what she likes and dislikes, I can best create a design that reflects her style and personality. There’s nothing more fulfilling than hearing from newlyweds that I provided exactly what they envisioned.
So to answer if the process has been smooth or rocky, I am very passionate and love what I do so much that even the rocky times are opportunities to learn and are worth it!
Pricing:
- $2000 to $6000
Contact Info:
- Website: www.DaphneandIris.com
- Instagram: DaphneandIrisFlorals
- Facebook: DaphneandIrisFlorals
- Other: Tic Tok: DaphneandIrisFloralDesigns
Image Credits
Kristin Cheatwood, Cheatwood Photography (1st 2 pics) Vecoma Photography, (pics 3 – 4) Jewmarrah Photography (pics 5-7) Vecoma Photography (pics 8-27)
