I had tossed around the dream of starting a floral design business for years, but I was never convinced it would come to fruition. When the moment presented itself, I decided to jump in the deep end, fill out the paperwork, and form The Flowered Nest. For a moment, I felt I had overcome the biggest challenge in making my dream a reality, but having a legal business name does not equal having a brand, much less an actual business. I suddenly recognized how much needed to be done beyond making pretty flower arrangements. With a full-time job in addition to my new business, I began to wonder if The Flowered Nest would exist in any form other than on paper with just a handful of friends as customers. 

Jen and I have been friends for nearly thirty years. We met while we were both working on our BFA degrees at The Rochester Institute of Technology; I was a photo major and Jen was in jewelry and metals. While I was reasonably secure in my abilities as a photographer, meeting Jen showed me a whole new level of what being an artist is. Her unsurpassed creativity, level of taste, understanding of her inspirations, commitment to seeing projects through, capacity to communicate ideas, and her professionalism are just some of the facets that make her who she is. Even in college, it was evident how capable she was, but she has added decades of experience to that raw capability since then.

So, what do you say when someone that talented offers to help you with all the details you hadn’t considered when you signed the papers to start your business? Well, if you are smart, you say, “yes, please!” Jen went into action designing my logo, business and enclosure cards, branding materials, and website. When she first presented me with the logo she had created and asked what changes I wanted her to make, I couldn’t come up with anything. My lack of feedback had nothing to do with the fact we are friends or that I was worried about being critical because Jen knows as well as anyone that changes and editing are as important as the initial concept. However, in this case, the logo was perfect after the first go and captured exactly what I wanted The Flowered Nest to be. Jen also helped me shape ideas and come up with some key concepts for my business. From a focus on sustainability to the feel of my website, Jen was always brainstorming and bringing new ideas to the table and then helped put them into a cohesive plan. She took The Flowered Nest from feeling like a glorified hobby to a professional operation.

For much of our friendship, I have known Jen as a superstar in her own career. To say that she is a tremendous artist would be an understatement; one look at the body of work she has created confirms that. However, being capable of producing great work is only one part of a successful career as an artist. If you can’t market yourself and your work, no one will ever bear witness to what you have created. I believe those skills are what can make or break a career in any creative field, and I have no doubt that Jen’s critical thinking skills are as on point as her creative skills. Not many people can excel in both critical and creative abilities, but Jen does.

One of the most amazing things I learned about Jen while working with her was how much she loves helping other people succeed. Obviously, in our decades of friendship we have always supported each other, but it was during our time working on plans for The Flowered Nest that I truly understood not only how much she has to offer, but how much it means to her to help others see their dreams come to fruition. She honestly takes as much pride and expresses as much excitement in helping others succeed as she did with making her own career a success. I don’t think there are many people who could make the move from being in the spotlight with their own accomplishments to playing a role behind the scenes helping others triumph without ego getting in the way and the fact that Jen has so humbly made that transition speaks volumes about her character. I cannot express enough what a difference Jen has made in getting my business established. Her help in addressing all the small details that add up to making an impactful brand have given me confidence to proudly promote what I have to offer as a floral designer.