Nicole’s work is everything you want in modern florals. Vibrant, stunning, architectural, unexpected and highly textured. Her floral designs for her brand Texture Florals often look like paintings, harkening a dutch still-life in technicolor. When Nicole and I met over drinks and shopping at a mutual friend’s house, I was instantly drawn to her feminine style, which comes across in her work. Her live videos where she creates her designs on the spot are relaxing to watch and I love how she chooses her outfits to match, which happens to be by coincidence! Nicole’s feed is a constant source of inspiration. Since meeting we have collaborated on a stunning photoshoot, but I wanted to share even more about Nicole and her path to create Texture Florals.
Professionally, I figure out what I enjoy doing as a business owner and as a designer, and what I don’t enjoy taking on in those two roles respectively. What I don’t like, I figure out a way to hire someone to take as much of that off my plate. It keeps me and my ideas moving forward instead of feeling weighed down.
Can you tell us a bit about your life before creating Texture Florals?
I think it was very boring! I had a 9-5pm desk job working as an architect for a firm. My days pretty much all looked the same during the week. Growing up, I always thought, this is what I am supposed to do, go to college, get a degree, follow through with using that degree, so I didn’t put much energy into exploring other options. I was not happy, but I was taught to excel in my studies, follow the rules, don’t create waves, and so therefore I was afraid of failure and that way of thinking does not allow you to see opportunities outside of the box you’ve put yourself in. It was a very paralyzing, and most certainly, uncreative, way to live my life. It took me a while to figure that out though.
How did your daily routine or life structure change when you went into business for yourself?
For the most part, I have complete control. I am able to focus on what I want my life to look like, professionally and personally, and shape that. Personally, I am not a “up and at ‘em” person in the morning, so being able to slow down, linger over a cup of coffee, do a little reading, sit outside in the garden, or start the day off with a workout is life changing for me. Professionally, I figure out what I enjoy doing as a business owner and as a designer, and what I don’t enjoy taking on in those two roles respectively. What I don’t like, I figure out a way to hire someone to take as much of that off my plate. It keeps me and my ideas moving forward instead of feeling weighed down.
What thrills you the most and concerns you the most with growing your business?
Having the opportunity to use my creative voice to shape what I enjoy and share it with others. From small scale projects to large, that remains constantly true so far. I also love collaborating with really talented, hardworking, thoughtful and kind artists. It’s a wonderful feeling to devote your time and resources to a project with others who share a similar passion for what you’re creating.
What concerns me is finding the right team members to grow with the business. But, for the most part, I’m a big believer in things working out in the end.
Art direction: Jess Canovas
Photography: Amy Batog
Styling: Claire Baker
What have been some of your best tools in getting your brand off the ground? Are there any processes you have implemented that have been game changers?
I’m not sure my business would be what it is so quickly without Instagram. Flowers are so visual, so it’s been very beneficial to be able to share my work in this way with both a wide and targeted audience. I think people respond positively to confidence, consistency, and being real. If you have a true sense of identity as an artist, designer, business, etc. your audience will find you.
Being true to my aesthetic. For me, this means being clear about who I am as a designer/artist, sharing with others what I want to be creating, and saying no to ideas and projects (even if the money is so right!) that will not allow me to accomplish this.
This season must be so disrupted for you. How have you been getting through this difficult time of COVID-19 and being quarantined?
My work, for the most part, revolves around social events and working closely with others. So, at the moment, my professional world has been immediately turned upside down. Thankfully, however, I can still get my hands on flowers. So, I’ve been able to step away somewhat from being a business owner and focus on being an artist again, which feels really great.
I love how your fashion sense comes through in your live videos. How do you define your personal style?
My style has evolved over the years, but I feel most comfortable expressing myself when I let go of the idea of “should” and focus more on what makes me feel good in the moment. In the summer and fall, when I feel most like myself, my style is very much, “permanent vacation.”
What makes you feel most beautiful in your own skin?
My professional answer: accomplishing goals and overcoming challenges. My personal answer: laughing with my girlfriends and creating with my hands. If all of this can be accomplished with a great tan, even better.