We had the good fortune of connecting with Dusty Reed and we’ve shared our conversation below.
Hi Dusty, what was your thought process behind starting your own business?
My thought process for starting my own business was trying to fill the gaps that I had experienced while working in the event industry. My goal is to provide an easy and helpful process for my clients. I am completely obsessed with flowers and passionate about providing the best experience possible. I want to be there for my clients and guide them through the whole design process- the first consultation to the big reveal. I also want them to know who I am personally so they can trust me to design and deliver the best product for their special day. My mission is to always bring my clients quality service and communication, and excellent design and creativity. I hope to help bring so much joy to the event itself, and hopefully they feel joy looking back on memories of the journey getting there too.
Alright, so let’s move onto what keeps you busy professionally?
My design style and process is everchanging. I love using different textures throughout my floral designs. Finding new foliage or learning about a new design trick is so exciting to me! When I receive all the product before an event, I truly take my time to find each and every bloom that works best for each arrangement. Letting each stem have their own moment in a design is so meaningful, and finding something that will really catch your eye is very important to me! I am where I am today because I have always been open to learning from lots of different people. Whether it is my clients who had a specific vision in mind or if I am designing with another florist, there is always something new to learn. There are also many challenges when it comes to running a floral design business, and I choose to see them as opportunities to learn and grow. It can feel like a lot of pressure to design for weddings and big events, and even when I am sending a single arrangement to someone’s family member. Also, since I work with fresh product, I have learned that nothing will ever be “perfect” and that is something I’m learning to love. I know that if I use my experience and creativity in every situation, I can make it work and feel proud of the outcome. In the end, I’ve noticed that going with the flow usually gives better results than originally planned, and I try to relay that feeling of comfort and trust to my clients as well.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
It wouldn’t be a trip to Tucson without a few hikes! Catalina State Park has beautiful mountain views or maybe up to Wasson Peak if you are in the mood for a workout! Drop in to a super fun dance class at Breakout Studios or Desert Dance Collective (for adults and kids!) even if you have no experience, it will be a blast. Or course, finding a good spot to watch the sunset is always a must when friends come into town. Windy Point Vista on Mt. Lemmon is one of my favorite’s for sunset watching and then you’ll see a perfect view of the city lights when the sun goes down! Once things open back up, there is always something showing at Fox Theater. Following the Turquoise Trail in downtown is such an easy way to explore that area as well! Some of my favorite stops for food & drinks: Exo Roast Co. or Cartel for a cup of coffee, The Raptor Canyon Café for breakfast (they have the best biscuit sandwiches!) Maynard’s market is such a delicious spot for dinner, they often change their menu so there is always something new to try! If you find yourself near a Guadalajara Grill, get a house margarita & some tableside salsa- you cannot go wrong! For drinks Barrio Brewing Co for some locally made beer (excellent for happy hour!) or heading to the Tough Luck Club in the evening for a cool, speakeasy vibe!
Who else deserves some credit and recognition?
My first shoutout goes out to my wonderful parents! They would give me a bouquet of flowers after my dance recitals when I was younger and that’s when I started to fall in love with flowers! They are such big supporters of me to this day and will even be there to help me out on my event days. I could not do this with out them! I worked closely with Vickie Blair (Flower Works, Phoenix, AZ) who took me under her wing and guided me though my first few years in the industry! She taught me design techniques, introduced me to many people in the community and opened up so many opportunities for me. I would not be where I am without her guidance!
Facebook: Element Design & Events
Ruby Sandoval Photography Micah Morton Photography Kiley Harmon Photography Hannah Rosholt Photography