Today we’d like to introduce you to Shannon Graham.
Shannon, please share your story with us. How did you get to where you are today?
When Little Wedding Extras began, my friend Christen Evans and I saw a need for someone who could help the DIY-focused couple. I was coming off of planning my own wedding where I did everything decorative short of sewing my own table linens, so I had a mountain of advice and ideas that I was eager to share with others. She and I joked that she was the logistical brains and I was the creative brawn and that sharing of talents allowed us to put our stamp on the local industry. We booked a dozen weddings our first year and ended in the black, so I had the confidence to dig a little deeper into my skill set and really start nailing down my personal style as a floral designer. Christen’s extensive background in blogging and affiliate marketing landed her an incredible job offer and with her son just shy of a year old, she decided to pursue that career full time and has been racking up awards, speaking engagements and well-deserved recognition since. We were in our late summer lull when she stepped down, so with both reins in my hands, I took some time to evaluate where my strengths were as a creative businesswoman and started the re-brand.
Marketing is all based around that “ideal” client, but when I really started imagining what that looks like, I realized it was the couples who were already coming to us: fun, creative, and totally in love with unique stories they wanted to describe visually with their weddings. I ruminated on the tagline, “Your love isn’t ordinary; why would your wedding day be,” and it stuck. I felt like it spoke to the type of people I’m best suited to serve, plus it needed a semi-colon. I love a good semi-colon. I brought my individuality as a fine art florist to the forefront, but made it clear that we still very much provide wedding coordination because guests experience a wedding through the way it looks and the way it feels. Being able to have my hand in both really elevates the experience for my clients through the planning process which translates to an amazing experience for the guests on the big day. I continue to meet these wonderful couples and forge relationships that transcend simple business and become genuine friendships because I’ll always contend that’s the way to build the trust I need to do the best job possible for the specific, unique individuals I’m serving and I’m thrilled to get to continue.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Sitting where I am today, it doesn’t feel like it’s been all that rough, but we learn in physics that if you put a tray of water glasses in a car and drive down a bumpy road at 50 miles per hour, you lose less water than you do at 15. That’s to say, the faster you go, the less you absorb those bumps and bangs. I’m in a very positive head space about the work I’m doing, the relationships I’m forming and the progress I’m making, but when I slow down to think about the struggles, I’m reminded that they’ve been quite real. I had a massive re-brand that terrified me; I’ve learned hard and occasionally hurtful lessons about setting boundaries and saying no. I’ve had the disillusioning realization that not everyone in this business set out to do right by their clients and in the process of cutting corners legally and professionally, they’ve damaged the reputation of the rest of us by proxy. Doing things the correct and honest way should be its own reward, but if you don’t keep moving, it’s easy to get mired down in the frustration of someone else’s dishonest practices devaluing your work and your art.
That being said, I’d encourage anyone who chooses this journey to seek out all of the best information you can find. There is a mountain of free and good-faith information available to you. Search for industry-specific groups on Facebook where established business owners are willing to share their knowledge and experience. Read the tax codes relevant to your business. Sign up for free webinars. Find classes that are worth the investment. Learn what provisions and protections need to go in your contracts. Always use a contract. Yes, there is red tape and expense involved with starting a business, but going through the right channels provides security for you and confidence from your clients that you’re there to provide a service held up by ethics. The trust that builds is what’s going to take your where you want to go.
Alright – so let’s talk business. Tell us about Little Wedding Extras – what should we know?
While I like to say that I do it all, if I were to narrow it down to a specialty, it would be my conscientiously and intentionally made bouquets. I have a certain affinity for them because they’re the most photographed floral arrangement present that day, but you can also think about the personal flowers as a way to express your individuality. My style gravitates towards lush, organically shaped bouquets that don’t emulate anything or anyone else. To me, floral artistry isn’t about having dominion over your product and forcing it to do what you want; it’s about appreciating the unique beauty in each stem and choosing where it will have the best opportunity to shine. I can order the same flower in the same color from the same grower time after time after time, but they’re products of nature, so they’re always going to be a little different. Each arrangement becomes a little metaphor for the person receiving it.
As a brand and a business, I’m proud of the fact that what I do is rooted in love and respect for people. If I’m that dedicated to the individual pieces of my medium, my clients recognize how much more I will work to honor their individuality as a person. I hear people say that a wedding is a wedding is a wedding, and I find that so disappointing. Sure, many of the basic elements are there each time — food, music, dancing — but just like those flowers that grew in the same field at the same time, people are unique and deserve to have that celebrated. That’s what I’m built on and by keeping my business at the boutique level, I’m able to handle every element and hold it to my exacting standards so that no one ever feels treated like a number, a wedding date, or a budget. The day I grow out of that is the day it’s time to slow down.
Finding a mentor and building a network are often cited in studies as a major factor impacting one’s success. Do you have any advice or lessons to share regarding finding a mentor or networking in general?
In terms of searching for a mentor, I suggest that people don’t get so caught up in the idea of finding someone to learn from that they neglect to find their own creative style. Learn who you are and then align yourself with someone who will bring out the best in you. When it’s time to make those relationships, don’t be afraid to ask. Mentoring can use up a lot of creative energy, so it may not always be the best time. If that’s the case, ask to stay in touch. They’ll likely soon realize that the two of you have a lot to share with each other.
Networking has been a huge key to my success and one of the biggest things that goes a long way in forging those relationships is credit. Social media has taken one of the top spots for ways clients find our services, so when you share you work, tag everyone involved. Follow their pages. Help out that algorithm and comment and even share their work. More than half of my business comes from referrals from past clients and fellow vendors, so when you’ve enjoyed working with someone, extend the same courtesy. Get enthusiastic about others’ work you enjoy. Above all, always do your very best, even when it’s hard or frustrating or you’re exhausted. The effort you put in is going make you shine and everyone else will notice.
Pricing:
- Bespoke Wedding Florals start at $1,500
- Day-Of Coordination starts at $950
Contact Info:
- Website: www.littleweddingextras.com
- Email: littleweddingextras@gmail.com
- Instagram: instagram.com/littleweddingextras
- Facebook: facebook.com/littleweddingextras
Image Credit:
Blanca Perez Photography, Guiding Arrow Photography, Shawna Aliston Photography, Julia Alison Photography
Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
