Vendors I Love: DENISE FASANELLO FLOWERS
Photo: You Look Lovely Photography
I have to be honest and say that I had never met Denise. As an officiant, I rarely meet the floral team. They are usually either on to the reception area or gone by the time I arrive. However, I do get to play in their playground. Usually the ceremony area is created by their skill and creativity. And that certainly goes for a recent wedding I did with Denise. I walked into the space and literally said, “wow!” I was excited to know more about Denise, and I’m even more thrilled to turn the spotlight on her. Without further ado, here’s my interview with Denise from DENISE FASANELLO FLOWERS!
photo by Pat Furey
What was the path that led you to become a floral designer and small business owner?
When I was in my 20’s I took a job at a little flower shop in NYC’s west village to pay my bills. I knew nothing about flowers, being a born and bred city girl. But I knew about art making, having studied the fine arts in college. Making a flower arrangement is just creating an ephemeral sculpture. You use all the same skills of form, scale, color and placement you would in making any piece of art. It was love at first sight, really. But at the time I had another opportunity to work for a well known women artist I greatly admired. It was a fork in the road moment. I chose the artist. Time rolled on and I continued to work in the art world and then for a prestigeous architecture firm. I was very good at my job. I managed a busy firm, taught myself all the boring but necessary things you need to know in running a small business. I got married and I had a baby. But my creative life was lacking. I knew deep down I was not meant to be the supporting staff to another person’s dream. As I searched for my next move, I kept going back to that magical flower shop experience when I was a free-spirited young woman. The hardest part to making a change is the lead up. Once you say yes, you realize how capable you really are, and the real work begins. Flowers for the win!
What excites you about weddings?
It has changed over time somewhat. Of course, it starts with the couple. I do love making the bridal bouquets. Believe it or not, I’ve made every single one in the 13 years or so I have been in business. But honestly as I age (and my brides stay roughly the same age!) it’s the families that I love to connect with, especially the moms. I now have a teenage daughter and can appreciate the meaning of seeing your children find love and marry. As hard as the business can be (and that’s certainly the case since the pandemic), just when I feel totally spent and want to throw in the towel, I stand in the wings during the ceremony and I hear the vows and see the love, and I feel so happy to be apart of the day.
What do you look for in a couple?
People who appreciate the craft and art form. Who trust you and allow you to do your thing.
photo by Jen Pressley
What is the greatest compliment you’ve ever received?
The best compliment I got was not really over my flowers. It was about the experience and “customer care” of working with me was what was most valued. That’s the special sauce. How you make your clients (and planners) feel - cared for, listened to, and that it will all work out beautifully.
What do you desire for your business?
Namely to continue to produce the finely crafted florals we are know for, and to maybe do more full event styling. The big dream is to develop seasonally inspired limited art editions that are botanical and align with our aesthetic. We will see.
What are you grateful for?
I am so very grateful to the smart, driven and creative women I worked for before I started my business. They helped shape my vision. I would also be nothing without my team of talent. Especially my lead designer Jenni, who has been with me since the beginning. I’m grateful the worse days of the pandemic seem to be over. And I of course, I’m grateful for my lovely couples, past, present and future!
Any recent cause for celebration?
There’s always cause for celebration in the wedding business! 2023 here we come!
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