Our Work and Our Process | Interview by Surface Magazine

We were recently interviewed by the folks over at Surface Magazine to be featured in their Project Spotlight to share a bit more about the intimacy of our process and how we relate to our work, our environment, and our clients accompanied by amazing photos from Collin Morrow on a perfect October day.

Photography by Collin Morrow

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2018 has been our busiest year yet, and with all of our success has also come a hefty share of intense trials and tribulations, disappointments, failures, and general exhaustion as a we run this small business together holding onto our integrity, creativity, and well-being with all of our might. Whether positive or negative, we continue to look at every situation as an opportunity to learn and grow for the better.

All that is to say is: we’ve been doing some soul searching lately, and this October day spent out at Rowan Farm with Collin was a catalyst for the changes we’re making in our business in 2019 to keep moving forward in a positive light and stay true to ourselves and our vision for Venn Floral, and HAVE FUN!

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More or less, this is what a dream day in the life looks like for us. Interview by Lainey Slidell for Surface Magazine. Photography by Collin Morrow. Words by yours truly.

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Heather Frye and Camille Rowan of Venn Floral are not your average florists. Drawing inspiration from their Northern California surroundings, the duo’s Venn Floral is a testament to the benefits of a thoughtful and sustainable creative process. Recently, with their photographer friend Collin Morrow, Heather and Camille set out to document their “ideal day in the life“—which included foraging, curating, and table-scaping, among other delights. Surface spoke with Heather and Camille about their favorite flowers, friends, and collaborators, and the art of crafting arrangements.

When you start out foraging, what exactly is it that you’re looking for?

We look for things that have a particular line quality, a rare color tone, or structural intent in our arrangements. Some things are planned for, others surprise us. Certain things we find unexpectedly often become the inspiration for later projects and/or the end product.

Photo by Collin Morrow
Photo by Collin Morrow

Take me through the process of this particular day. What was the specific objective? Did you start with an idea or vibe and curate accordingly, or do you get inspired in the moment based on what you find?

This day was planned as an opportunity to reconnect with our process and document it so that we can share our work-style and inspiration sources with clients. Our number one criterion for this project was to use local and seasonal materials, much of which we harvested ourselves. Second to that, we wanted to be open to experimentation and not put too many restraints on the end products. We worked with more colors, textures, and combinations of materials that we wanted to share in particular with clients in future planning. We gathered what spoke to us and spontaneously curated different sets of designs and color schemes based on the materials at hand.


Photography by Collin Morrow
Photography by Collin Morrow

When putting together a bouquet or arrangement, are there certain do’s or don’ts you have in mind to guide you?

We try not to limit ourselves in curating materials or designs by having a set of rules we work from. As we are most often inspired by a combination of our clients’ stories and the season and environment their event takes place, every approach can be wildly different. Allowing room for experimentation and spontaneity means our work is more art practice than classic florist labor.

Photography by Collin Morrow
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Favorite seasonal flowers?

Winter: Hellebore, Quince, Tea tree, Magnolia, Frittilaria

Spring: Dogwood, Heirloom Narcissus varieties, Anemones, Sweet Peas

Summer: Rudbeckia, Nigella, Garden Roses, Grasses

Fall: Heirloom Mums, Lunaria, Flannel Flower, Fruit Branches

Photography by Collin Morrow

How does your process, as seen on this particular day, ground you?

This particular morning mirrors so many of those that we spend throughout our event season harvesting and gathering materials for our design work. This morning served as an extended reminder of what makes a lot of our work feel special to us and our clients. There is often a meditative quality on these mornings that allow us both time for quiet reflection, as well as space for inspiration to surface.

Photography by Collin Morrow

How do you choose harvesting sites, and does that ultimately have an effect on the final product?

Many of our foraging sites exist on the properties of folks we know, and are located in a variety of micro-climates and landscapes. We keep a close watch on materials throughout the season, and plan for things like the perfect aging fern, ripening plums, or budding dogwood blossoms. Permission from landowners, respect, and safety are important considerations when foraging, as well as the health of the plants and gardens we’re utilizing.

Photography by Collin Morrow

What is your ideal day in the life?

Greeting the dawn, spending the morning outside harvesting, having creative freedom to let our materials and environment dictate our designs, and definitely having room for a long lunch break with good food and wine.

Photography by Collin Morrow

Speak to the vessels that held the arrangements—made by your friend—and what, if any, influence that has over the arrangements as a whole.

The ceramic vessels we used were made by our friend Nedda Atassi. We collaborated on designing this specific set of vases with her to perfectly fit the types of floral designs we specialize in. The weight, color and texture, and handmade quality of Nedda’s vases are important factors, and these are our absolute favorite vessels to use for all occasions.

Photography by Collin Morrow
Photography by Collin Morrow

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Thanks to Lainey & Surface Magazine for interviewing us. To Collin for photographing us, and to Nedda for the best vases ever. We’re feeling good about what the future holds for us here at Venn Floral. Here’s to happy and healthy 2019!

Photography by Collin Morrow


Peace & Love,

Heather and Camille