Judith Campbell is the owner of Campbell Studios and one of three partners at MODA botanica. She is also a very dear friend of mine. I sat down with Judith to get her insight into floral design.

You are the owner of two businesses, what do they offer?

Campbell Studios handles event design/floral decor, coordination and production. It is very client driven: incorporating, customizing and highlighting the client’s vision for their event. We can handle just one aspect or all three. I really love to listen to our client’s ideas and figuring out how I can make their vision a reality. People are attracted to me for my design style, but in the end I am molding my style to make their vision happen.

MODA botanica is a very sleek, modern and urban floral design studio. We have a very distinct style and clients come to us because they want that kind of floral art that we are known for.

Campbell Studios

MODA botanica

I have seen all aspects of what you do but it seems a huge part of your business is the floral design. How did that come about?

I graduated from Tyler Art School with a BFA focusing on Printmaking. There wasn’t a need for my new skills in the job market and an area flower shop needed some help. Like art; floral design involves color, shape and design. It is about understanding your materials and how they fit together. I convinced them to give me a job and I was fast and consistent. In a few short months, I was running the store. I then decided to trek across country for love and landed in San Francisco. There I managed a retail store, eventually meeting a freelance designer who turned me on to event work. I freelanced with the largest floral studios in SF; and decided that I wanted to be the person who hired vendors instead of being one. One thing lead to another, I ended up an event coordinator at UC Berkley, then ended up collaborating on a new business venture with a florist and wedding planner.  With UCB experience under my belt, I became the go-to person when something needed to be done because now I could do everything: flowers, coordination, event design and production. Years later, I returned home to Philly and freelanced with some of the top area design studios before opening Campbell Studios and MODA botanica.

MODA botanica developed a few years later via Craigslist. I had hired two designers off it a few years back and in time we began hiring each other to help on different events.  A store front opened up in a great location, so we decided to join forces. We started creating designs that WE liked – and figured if people liked it they would come, and they have. MODA is structured more like a European shop. Sleek, artistic, city brides needed a studio that could offer them something urban and atypical.

So a Moda bride wants very modern, european floral design. How would you describe a Campbell Studios bride?

My personal designs tend to lean towards feminine, lush floral arrangements. Currently I am fixated on multiple container centerpieces. It’s not something girls are asking for lately, so when I have a chance to do whatever I want – that’s what’s been surfacing. I am also not shy of really simple, clean, minimalistic arrangements. A lot of one type of flower in a clear glass vase can be quite gorgeous.

So, generally speaking, my brides are probably attracted to my full, lush style from my portfolio. Many girls have been dreaming of their wedding since they were little girls, and so some of the ideas may be a little dated…but by listening carefully you can get to the heart of what they are truly attracted to. My brides like that they have someone who listens to them and elevates their ideas and makes them better than what they thought it could be.

On the other hand, there are some girls that come in with pictures of exactly what they want, I make exactly that andthey are completely thrilled!

All of them appreciate that they get me, Judith the designer, not just a sales person who hands the folder off.  I am the one going to the flower market; I am the one handling the flowers, creating the designs and showing up to get everything done. By the time I am hired, they know that we ‘get’ each other. They trust me and know that I always have their vision in mind and will do what it takes to give them the most beautiful flowers.

My clients also have the added perk that I have access to and work with other materials besides flowers. With an entire production studio, I can create alternative tablescapes and generate other ideas to bring their vision to life. Not everyone thinks flowers are the best centerpiece!

Most brides have no idea how to plan a wedding or purchase floral arrangements. What are some things they can do to get the flowers they really want?

Do research. Look at blogs, magazines, books and pull things that inspire you. It does not just need to be pictures of flowers: it can be color swatches, architecture, a painting. Anything that speaks to you and can convey your personal style. Make sure to include images of things you hate. It is amazing how much each tells about you with out realizing it, it give us a place to start the flower discussion.

The best thing to do is to come in with an open mind and share every little detail and allow the floral designer to get a really good sense of what you want. Then I can reign you in and direct you to some solid ideas that will work with your budget. Some brides come in fixated on a number only to and inadvertently limit themselves. They do not share everything because they think they can’t afford it.

When looking for a designer/florist: ask around, chat up some friends who have recently been through the process. Talk to other people in the industry and get recommendations and feedback on floral designers. All of my business comes from word of mouth. Happy clients are my best advertisements. Then check out a few recommendations of people whose designs you really like and meet with them. See who shows you a reasonable budget that you connect with on a personal level, because you will have to work with them for the next 6-12 months.

Trust your designer. This is where those references really help. Trust that once they understand your vision they will work to give you the best possible product/end product. You have hired them because you like their work, so let them do it. Micro managing can be frustrating for all involved. Remember that flowers are a perishable item, occasionally substitutions for another flower of the same or higher quality have to be made. If I get to the market and the Dahlias I ordered look terrible – I’m not going to buy them for you. You are going to get something that compliments the overall design in the same manner.

What are some things you find brides doing that stop them from getting the best possible flowers?

I find some brides come in with a magic number of what they expect the flowers to cost. Where they got that number, they don’t really know. Maybe from some magazine article says flowers should cost $3000 – but the bride has failed to consider she has ten bridesmaids to their four!

The problem is that everyone is different. Every wedding is different. I advise that they have an overall number for their whole wedding budget and decide what 2-3 things they really must have. Prioritize and find those vendors first. Then meet with a few floral designers (if we somehow are not in the top 3!) to get a realistic number of what flowers really cost and pick the one that you connect with the most.

Occasionally, I find brides do not give feedback on the proposals – and I think they are selling themselves short! If you like a designer then talk with them and let them know what you are thinking. If you do not tell them then they can not fix it. Some times a small adjustment makes all the difference.

I let them know what everything will cost line by line and then work with them to find the elements that will work within their budget. I can suggest a different flower that gives the same effect but costs less or suggest an alternative centerpiece because they really want an awesome bouquet. It is a much more collaborative effort than many brides realize.

How much will flowers cost for an average wedding?

Many factors go into “how much the flowers will cost”. Two big factors are your fixed costs: guest count and bridal party.

If you have 8 girls and 8 guys, you will need a bouquet and boutonnière for each of them – no way around it. If you have 250 guests, you will need 25 centerpieces for those 25 tables. Some variables will be what kinds of flowers will you have what types of containers, how much time there is for set up and if you need to decorate everything or play off the natural beauty of a venue.

Bouquets can seem more expensive because they might be small compared to a centerpiece but they usually have more intricate elements and need to be sturdier because they are carried around for hours.

Local flowers vs. imported flowers? In this day and age it is a global market and much easier to get many different varieties from all over the world. Sometimes local can actually be more expensive than imported flowers because like organic, there is a different economy of scale, you are supporting the local community and being all natural but pay a little bit more because it costs more to produce.

I can go to my local grocery store or florist and get a bunch of flowers for $xx. Why are wedding flowers so much more?

There are quite a few differences, but three big ones.

A grocery store or retail floral shop has a different economy of scale (as mentioned above.) These pre-made bunches are assembled at the growers and go right in the buckets at the grocery store. Retail shops can afford to buy many different flowers since they know they will sell them to anyone walking in off the street. So your one single red rose in the center of your all white bouquet is no problem for them. On the other hand, a studio florist is purchasing those flowers specifically for your event. I advise brides what quantities are cheaper and try to maximize their dollar. So if you must have that one red rose – I’m going to help you find a place for the other twenty four that came in the bunch, you are getting charged for them anyway!

Another difference is how many times they are touched. Before I get the flowers, they are grown, harvested, processed, packed, shipped and delivered to several different distributers. I will then get these flowers, sometimes a week early and process them, trim them, prep them and make sure they are perfect. I may have to handle them 3-4 times before I even build them into the centerpiece or bouquet. Time is money.

Lastly, you are paying for my designs, my experience and my ideas. Creativity and talent are what I have to offer my clients which are unique to me and my company. It actually takes a lot of work to make things look simple and effortless. Never mind, the meetings, proposals, preparations and samples we have to build before the big day.

These are just some of Judith’s delightful designs- run over to her blog and MODA’s blog to see more!

Then there is Moda. Their work reflects a strong European influence and each partner brings something different to the table. (pardon the pun) There were 4 tables set up for the open house which was in one of their smaller meeting rooms. Each table had a different style and theme. What I like is that they are things that no one else is doing. They are also really beautiful, stylish and every element is tied together.