Alexandra & Emily, courtesy of Isabel Varela, Bel Monique Photography
Today, we are talking with Emily Seruga and Alexandra Berru, the flower-power behind the outstanding Crown Bloom Co. These ladies are taking fresh, beautiful flowers and creating one of a kind crowns that are only fit for a princess. Prepare to get in touch with your inner, royal self as we journey into floral heaven with these artistic and creative minds.
What word defines being a twenty-something?
Tell us about the inspiration for Crown Bloom Co?
Crown Bloom Co was born out of a love for a few different things: creativity, fresh flowers, and the ambition to start a small business. When I turned 25 I hosted a champagne brunch and purchased a ton of fresh flowers for my friends and I to create DIY flower crowns with… and the rest (plus tons of support from my family and friends) is history! Now, as a blooming business, at its heart, Crown Bloom Co is about creating a special occasion out of something simple, ethereal and fleeting, but most importantly, it’s about feeling beautiful, a natural kind of beautiful.
With the love of crafting, a few friends gathered together (a couple bottles of champagne), creative ideas running wild and tables filled with flowers, we began to build our own little flower crowns. Jokingly it was mentioned that a business could be created out of building flower crowns and that lit a light bulb in our minds to start Crown Bloom Co.
What is your favorite flower?
Gardenias and Ranunculus are my favorite, albeit they are not choice blooms for a flower crown because of their delicacy. In terms of flower crowns, my favorite bloom would have to be Dahlias.
Picking a favorite flower is definitely a challenge but I believe I would have to say Peonies.
If you could let other twenty-somethings in on a secret what would it be?
Look for the lesson. Everything in life, both positive and negative experiences, teach us something. Taking the perspective of looking for the lesson, instead of passively experiencing life, helps us give deeper meaning to our journey, and makes us better people along the way.
Follow your dreams. Do not let anyone tell you that your dreams are just silly and that you should focus on something “bigger” and “better”.
What is the most important business lesson you have learned so far?
Have confidence in your product, because if you do, your customers will follow suit! Starting your own business out of something you have a passion for can be terrifying. I’ve learned that the best way to combat those doubts/fears is with the confidence that you feel by checking back in with your original intentions. My original intentions in starting my business were not financial or image driven, they were to create something that I love and share it with others. Remembering why you started something in the first place can give you the confidence to follow through!
Always trust your first instinct.
What clothing brand can you often be found wearing?
My clothes come from many different brands and stores, however, one of my favorite brands is Paper Crane. There isn’t one specific shop that sells the entire line, but I love finding the brand on the racks in Los Angeles!
My guilty pleasure, Forever 21.
What is your ideal vacation destination?
Right now, I would have to say Honfleur, France. I went there in college whilst studying abroad and I’ve always wanted to go back.
Australia and venture along The Great Ocean Road and take a stroll through Sydney.
Where can flower lovers find you in LA?
While we don’t have a brick and mortar storefront yet, Crown Bloom Co. has events almost every week! Check out our website, www.crownbloomco.com; the “Upcoming Events” tab will give you all the details on our where to find us and when!
Courtesy of Alexandra & Emily, courtesy of Isabel Varela, Bel Monique Photography
If someone were to go through your purse right now, what would they find?
A plethora of lipstick, whichever book I am reading at the moment, my phone, the CBC Master Planner, car keys, wallet, CBC business cards, my LA Flower Market Badge and an apple!
If someone were to go through my purse at this very moment, they would find quite a few random things. I have two journals, a stack of blank Trader Joes greeting cards, a pack or two of gum, enough lipstick tubes to open my own beauty store, my make-up pouch, 2 phone chargers and my keys.
What does your ideal Friday night consist of?
A walk with my pups through Echo Park, which is where I live. Then Korean BBQ with my friends and family, followed by a movie on the couch. Finished off by having to set the alarm for an early visit to the Flower Market on Saturday morning in preparation for CBC’s weekend events!
My ideal Friday night consist of either being out at an event sharing the love of flower crowns with everyone or being home with some close friends having a girls night doing crafts, watching a movie and ordering some Thai take out.
Courtesy of Isabel Varela, Bel Monique Photography