Industry Insight – Flowers!

By August 9, 2016 August 16th, 2016 Lifestyle, Expert Advice, Tidbits from the Team

Now that you know a little bit more about the faces behind 515 we thought it might be nice to get to know a few of the other industry people, the rest of the tribe it takes to make your day look and feel just the way you want it to.

Today we are highlighting Jordana Masi of White Oak Flower co.

Tell us a little about yourself

My name is Jordana and my flower business is White Oak. I have a studio and garden in my backyard in Toronto, that I share with my love and our two boys Bailey my dog and Jax my cat.

How and when did you get started in the floral industry? What attracted you?

I started working in a flower shop & garden centre when I was 15 years old, as a part time job during high school. Eleven years later and I’ve never gone more than 6 months without working with flowers. Being able to create with my hands, with pieces grown from the earth, has always seemed like a cool way to make a living to me. 

How did you develop your signature style?

It took time, practice, making mistakes, growth, and encouraging voices (including my own) to develop my style. I still practice. Every week I try to put some time aside with anything leftover from other jobs to try a new shape, a different method, or even a wonky palette. I want my style to change 100 more times before I’m 50.

Where do you look for inspiration?

The seasons,  anything and everything about them is so inspiring. How they flow into one another, the way they affect the woods, the water, the sky, us. Nature has always been at the root of why I do what I do.

What are the big trends in floral design at the moment? What do you foresee coming?

I’m hoping the new trend is sourcing and using ethically grown flowers and thoughtful design. I want people, and couples choosing decor, to care about WHERE and WHO is growing their flowers. It’s important to be conscious and aware, and realize that just like food, organically grown and locally sourced flowers are an important factor in sustainability.  If your clients don’t care, or don’t know it’s something they should care about, it’s our job to inform them.

Do you have a favourite flower?

My favourites changes every season. A few of my current favourites are: Hellebores, Narcissus, Ranunculus, Frittilaria, Bleeding Hearts, Peony, Foxglove, Hollyhock, Dahlia, Scabiosa, Clematis….that’s not even greenery!

Career highlight?

It was so flattering when Lauren Conrad followed me on Instagram. She still does!

Tips for flowers at home? Secret ingredients or tricks?

I like to keep flowers at home super clean and minimal. I suggest finding a simple, interesting vase and filling it with single stems of greenery or blooms. One to two varieties max in one vase. This gives any home the perfect touch, without being too stuffy or messy.

What is something that would surprise people to know about your industry? Something people don’t know about florists?

There is a special bond between florists and gardeners. Some of my closest friends are florists. They just get it. They freak out over the same things I do and work just as hard to make it happen. And by happen I often mean bloom, grow,  and sprout. Also, being a florist is the most physical and labour intensive job I’ve ever done. I don’t think I know a florist who doesn’t suffer from back, knee, wrist, hand, hip, and/or neck pain. We’re also crazy strong from lifting buckets of water and boxes of flowers all day – which is why we are so sore.

What is the most important thing for clients to know before choosing décor for their event.

People really need  to choose the right vendors. As with any part to your wedding, your flowers should be perfect for you. Couples need to know what their wedding style is and find the right florist to bring that to life for them. Once you choose your vendor, trust them and it will be magical. It’s like picking a restaurant, don’t go to a Thai restaurant and ask them to cook Italian food. It’s not that they don’t want you to be a happy customer, it’s just not what they do.

What’s the one piece of advice you would give couples shopping for wedding florals?

If you’re tight on budget, pick a few important places to spend your floral budget – like a beautiful bridal bouquet, a wicked ceremony installation or a gorgeous piece for the head table. You can make a greater impact by getting a few wonderful statement pieces than you can by trying to spread the flower budget throughout the entire venue.

Anything else you want to share? Anything at all!


To find out more about Jordana visit her here.

Do you have a favourite flower? Some awesome centre pieces? We want to see them! Tag us @5ive15ifteen