Forget Trends! Your Wedding Florals Should Show What You Love
Joanna Dyer is doing business her way. The founder of Snapdragon Floral traded her storefront for a home studio, where she brings nerdy love stories to life. Image: Elizabeth Hoard Photography
Flowers have a way of telling a story, and no one understands that quite like floral designer Joanna Dyer, who finds inspiration in everything from literature and film to her clients’ distinct personalities. After four years running a retail storefront, the founder of Snapdragon Floral returned to her roots with a home studio focused on weddings and events, finding new freedom to experiment and bring visions to life. We caught up with Joanna to talk about her entrepreneurial journey and why sometimes the most rewarding next chapter starts with letting go of the one you are in.
What prompted the transition from a traditional retail storefront to running Snapdragon Floral out of your home design studio?
Honestly, I started as a home design studio, and it worked really well, especially since I was only doing weddings. During the pandemic, a lot of people reached out asking for individual arrangements, since they couldn’t be with their loved ones. I think I always knew I wanted a physical space — somewhere to encapsulate all of the crazy ideas running through my head.
And so I did, and it was wonderful. But it was hard and stressful, especially with a young and crazy toddler running around. I always knew there was a timestamp on the shop, but when I felt I was no longer excelling at being a shop owner and a mom, I decided it was time to let go of the former. And I have no regrets. The transition has been incredibly refreshing and rewarding.
Looking back at the evolution of Snapdragon Floral, what has been your proudest moment as an entrepreneur so far?
Honestly, I think it was the ability to open my shop, run it successfully for four years, and then look back and say, “Ok, I’ve done it, but now I’m ready to make my business work FOR my family.” I have never regretted pivoting to my home studio so I can spend more time with my family.
How has working from a home studio shifted your creative process and your daily routine?
It’s taken some time, and I have some insecurity because I don’t feel as on top of things as I once was. However, I do feel it has increased my creativity … maybe because I have more energy? I like that I no longer have to design for the typical retail client who prioritizes size over uniqueness. There is more freedom to experiment with different flowers and ingredients.
Without the foot traffic of a retail space, how have you adapted your approach to connecting with clients and showcasing your work?
At first, it was nerve-racking, but I think I have found a good rhythm. Because I’m just focusing on weddings and events (like showers, etc.), so I don’t have to reach as many clients. I do use Instagram a lot to “stay relevant,” but more importantly, I have tried to stay connected with other vendors. Referrals by word-of-mouth are more valuable than follower count.
What advice would you give to other creative business owners who are considering stepping away from a traditional brick-and-mortar model?
Consider what you want out of your life. Ask yourself if the storefront adds to or takes away from that. Also, don’t let the lie of failure convince you to hold onto something just to hold onto it. There is a time and place for everything, and for some, four years is just enough.
Wedding florals are incredibly personal and set the tone for the entire event. What is your process for collaborating with couples to bring their vision to life?
I love to ask couples what they are inspired by, especially books and movies. I’m personally drawn to stories, and they influence a lot of my designs, so I like to see what my couples are into. The “nerdier,” the better. Are you into Lord of the Rings? Please let me incorporate jewel tones and moss on driftwood. You love the beach? Let’s use a sand dollar for your boutonniere.
What are some of your favorite floral trends for upcoming weddings, and are there any classic elements you find yourself always returning to?
Oh man. I don’t love trends — unless they feel true to the couple. I do love that fruit and non-traditional flower ingredients have been more incorporated, though I do think there is a limit. I think there is value to trends, but I hate a trend just for the sake of a trend. I would like couples to return to choosing what they love instead of what they think they should do. Who cares if daisies aren’t fashionable? If they’re your favorite, let’s use them.
Can you share a specific wedding or installation you’ve designed that holds a special place in your heart? What made it so memorable?
It was for one of my favorite couples, Liz and Andy. They loved antique shopping, and the groom was in a bluegrass band. Everything about their wedding was very “them.” We ended up designing a meadow stage arrangement with tall grasses, moss, and wispy flowers that danced in the wind. I wanted it to feel like they were down by the riverbank.
When you aren’t busy designing stunning arrangements, how do you recharge?
I love to cook, especially stews. I think there are a lot of similarities between cooking and designing. You have to choose which ingredients to add, which to leave out, and the best are always the most colorful.
What are your go-to spots in town to grab a coffee, find inspiration, or celebrate a successful wedding weekend?
I love to finish a wedding day with either Gus’s Fried Chicken or the crawfish fried rice from Tokyo Grill. And sweet tea. Always sweet tea. For inspiration, I love to escape to Bog and Barley — it really makes me feel like I’m back in Ireland or Scotland.
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Rachel Mullen
Born and raised in Memphis, Rachel is a third-generation Memphian, professionally trained pastry chef, and owner of Primas Bakery. As StyleBlueprint’s Memphis Market Leader, she is passionate about highlighting the people, places, and stories that make the Bluff City special, with a focus on community, culinary experiences, and meaningful connections.
