The Evolution of Paper Talk…
Our journey began in 2017 when the Paper Talk community took root as a Facebook group, providing a safe haven for paper flower enthusiasts to connect, share knowledge, and find like-minded artists from all corners of the world. As the community flourished, so did our opportunities to expand and collaborate. The establishment of The Paper Florists Collective led to inspiring multi-day workshops in Seattle and Toronto, attracting makers from across the globe.
Soon after, our commitment to sharing knowledge grew even stronger, giving rise to a weekly podcast featuring leaders and artists from both within and beyond our community. Alongside this, we introduced online education programs like the Paper to Profits Program and Paper X Talk lecture series, dedicated to nurturing paper flower entrepreneurs. Our continuous growth prompted the natural evolution of our name, moving from The Paper Florists Collective to the unified identity of Paper Talk across all platforms.
In 2023, Sara joined us as a new co-host alongside Quynh and Jessie.
Throughout these changes, our unwavering mission remains steadfast: to foster creativity, connections, and growth as artists, makers, and entrepreneurs, united by the love for paper flowers. Join us as we continue to share ideas, stories, and inspire a vibrant community of creatives.
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Ep 156: Embracing Creativity in the Paper Talk Podcast Season Finale
Saison 6
jeudi 13 juin 2024 • Durée 25:56
Welcome to the season finale of the Paper Talk Podcast! As we wrap up this incredible season, we’re taking a moment to celebrate everything we've learned together and look ahead to the exciting future of our paper flower community. This season has been filled with inspiring stories, invaluable tips, and expert insights that have helped us all grow as artists and entrepreneurs. We couldn’t be more grateful for your support and enthusiasm throughout this journey.
In this special episode, we dive into some of the most impactful topics we've covered, from the power of workshops to enhance community connections, to upgrading your camera setup for professional-quality content, and leveraging Pinterest for business growth. These highlights are just a sneak peek of the rich content we’ve explored this season. Join us as we reflect on these key takeaways and get ready for more innovative and inspiring episodes to come. Let’s celebrate the end of this season with the same passion and creativity that define our amazing community.
Here’s what you’ll learn when you listen:
Insights on Workshops: The significance of workshops in building a community, especially after the pandemic, and how they can be a great way to engage and educate.
Paper Flower Community Highlights: The joy of connecting with fellow paper flower artists and the importance of a supportive community, as shared through personal experiences and international rankings of their podcast.
Importance of Camera Equipment: Tips and personal experiences on improving camera setups for better video content, including recommendations and the learning process involved.
Seasonal Plans and Future Goals: Personal updates and summer plans of the hosts, along with a preview of what to expect in the upcoming season seven of the podcast, focusing on improving business practices.
Keep reading for a look at what you can expect from the full episode!
Unlocking the Power of Workshops
One of the standout themes this season has been the transformative power of workshops. We've learned that hosting and attending workshops can significantly boost our skills and connect us with like-minded individuals in the paper flower community. Workshops offer a hands-on, immersive experience that online tutorials simply can't match. They provide an opportunity to ask questions in real-time, receive personalized feedback, and gain new perspectives from both instructors and fellow participants.
Through our discussions, we’ve discovered that workshops do more than just teach new techniques; they foster a sense of community and belonging. By participating in these events, we build lasting relationships and expand our network, which can lead to exciting collaborations and opportunities. Whether you're looking to improve your craft or share your expertise by leading a workshop, embracing this powerful tool can take your paper flower journey to the next level. As we move forward, we’re excited to explore even more ways to bring our community together through these enriching experiences.
Embracing the Joy of Experimentation
Throughout this season, we've delved into the importance of experimentation in our creative processes. Trying out new techniques and materials can be daunting, but it’s essential for growth and innovation. We’ve heard from several experts who shared their personal journeys of trial and error, emphasizing that mistakes often lead to unexpected breakthroughs and unique creations. Embracing experimentation allows us to push boundaries and discover new possibilities in paper flower making.
Experimentation isn’t just about technical skills; it’s also about finding your creative voice and style. By stepping out of our comfort zones and experimenting with different designs, colors, and materials, we can uncover what truly resonates with us as artists. This season has shown us that taking risks and exploring new ideas not only enriches our work but also keeps our passion for paper flowers alive and thriving. As we look forward to the next season, we’re excited to continue this journey of discovery and innovation, encouraging all of you to experiment boldly and share your unique creations with the world.
Building a Supportive Community
Another key takeaway from this season has been the incredible value of community in our artistic journeys. We've seen firsthand how connecting with fellow paper flower enthusiasts can provide us with not only inspiration but also support and encouragement. Throughout the episodes, we've featured numerous stories of artists who found their creative breakthroughs by engaging with others, sharing their experiences, and learning from one another. This season has reinforced the idea that we’re not alone in our creative endeavors—together, we can achieve so much more.
Community is about more than just sharing tips and techniques; it’s about building relationships and fostering a sense of belonging. By joining forums, participating in workshops, or simply engaging with us here at Paper Talk Podcast, we create a network of like-minded individuals who understand our passion and challenges. This collective support system is invaluable, offering us motivation and a wealth of knowledge. As we celebrate the end of this season, we’re reminded of the strength we find in community and look forward to continuing to grow and connect with all of you in the future.
“It's amazing to be able to see people's faces and get everyone together.” Jessie
As we wrap up this season of the Paper Talk Podcast, we want to extend our heartfelt gratitude to all of you for joining us on this incredible journey. Each episode has been a celebration of creativity, learning, and the unyielding passion for paper flowers that unites us all. We've delved into the stories of talented artists, uncovered valuable techniques, and built a community that thrives on support and shared inspiration.
Looking ahead, we're excited about the future and the many more stories, techniques, and connections we will explore together. This season finale isn't just an end; it's a launching pad for new ideas and projects that we can't wait to share with you. Stay tuned, stay creative, and keep blooming with us at Paper Talk Podcast. Thank you for being a part of our community, and here's to many more seasons of creativity and connection!
Be sure to listen to the entire episode for many more insights. For more inspiring discussions and helpful tips, be sure to join us on the Paper Talk Podcast or in our Facebook group. Please also consider donating on our website to help us keep producing great content like this. Together, we'll continue to grow, learn, and celebrate the artistry of paper flowers. Thank you for being part of our wonderful community.
Ep 155: Mastering Workshop Promotion and Marketing
Saison 6
jeudi 30 mai 2024 • Durée 54:04
Welcome to an exciting new episode of the Paper Talk Podcast! Today, we're diving deep into the world of workshop management, where we'll uncover the keys to success alongside our regular hosts, Quynh and Sara, as well as our returning host, Jessie. Whether you're a seasoned facilitator or just starting your journey, we're here to equip you with the knowledge and insights needed to elevate your workshop game and create unforgettable experiences for your participants.
In this dynamic conversation, we'll explore the essential elements of hosting successful workshops, from crafting a professional web presence to navigating pricing strategies and fostering inclusivity. Join us as we embark on a journey filled with practical tips, actionable advice, and inspiring stories that will empower you to take your workshops to the next level. Let's unlock the secrets to success together and make every workshop an enriching and memorable experience for all involved.
Here’s what you’ll learn when you listen:
How to best market workshops online professionally.
Pricing workshops and covering all of your workshop costs.
Practical considerations for workshop logistics.
Building relationships and nurturing community engagement before and after a workshop.
The importance of inclusivity for workshop students.
Here is a peek at some of the takeaways you can uncover when you tune in.
Crafting a Professional Web Presence
In our insightful conversation, Sara highlights the paramount importance of establishing a professional web presence when it comes to effectively promoting workshops. While social media platforms like Instagram can offer visibility, they often come with limitations. We delve into the reasons why relying solely on social media might not be sufficient for reaching your target audience. Instead, we explore the benefits of investing in a centralized website that serves as a hub for all your workshop-related content.
Having a dedicated website not only provides a more comprehensive platform for showcasing your workshops but also allows you to maintain full control over your branding and messaging. We discuss how a well-designed website can instill trust in potential participants, presenting your workshops in a polished and credible light. From seamless navigation to compelling visuals and informative content, we uncover the key elements that contribute to building trust and enhancing conversion rates. Join us as we explore practical strategies for creating a professional web presence that sets the stage for workshop success.
Nurturing Meaningful Connections
Cultivating Expertise and Authority
Quynh: "Know your limitation on how many students you can actually teach. Is it up to 20 people? Is that enough for you to walk around? Because you need to know your minimum to meet your costs, but also know how many people you can teach all at one time."
Episode 146: Cameras, Microphones, and Equipment Upgrades for Creatives
Saison 6
jeudi 25 janvier 2024 • Durée 31:39
Hello Paper Talk Podcast aficionados and creative entrepreneurs! Welcome to Episode 146, where we're about to unravel the secrets of upgrading your content creation game. If your small business journey has included becoming a podcaster, videographer, or photographer, this episode is your golden ticket.
Join us through the realm of equipment upgrades, including the specifics of gear that resonate with creative entrepreneurs, paper florists, and small business owners. As we step into the new year, this episode is tailor-made to elevate your content creation journey. Get ready for an exploration into cameras, backgrounds, lighting, and the often underestimated world of sound.
Here’s what you’ll learn when you listen:
Explore the latest gear upgrades, including Canon R 6 II and Sony A7C cameras.
Gain insights into the intriguing world of camera choices and their impact on content creation.
Uncover tips on crafting captivating visuals, manipulating shadows, and mastering lighting techniques.
Understand the intersection of technology and creativity with perspectives on Canon and Sony color tones.
Be inspired to elevate your photography and videography skills, finding the perfect balance for your unique style.
Listen now to learn all this and more. Here’s a sneak peek of what you’ll find:
Upgrading Our Gear for the New Year
As we dive into Episode 146, we're spilling the tea on our recent gear upgrades, setting the tone for a year of elevated content creation. Your hosts, Quynh and Sara, have been on a mission to enhance the visual and auditory experience for our valued listeners and viewers.
Quynh talked about her recent transition to the Canon R 6 II mirrorless camera, and Sara takes us on her Sony A7C odyssey, bidding farewell to her Canon DSLR. Discover the reasons behind this bold switch and the tangible impact of these upgrades on our content creation.
It's not just about having the latest gadgets; it's about the palpable difference it makes in the final product. From sharper images to smoother videos, the quality upgrade translates to an immersive experience for our audience. Listen to hear more about when you should upgrade.
The Intriguing World of Camera Choices
The Art of Crafting Visuals and Sound
Quynh: "If you have good sound, it really does make or break your presence on social media, on YouTube, so I do think it's worth investing back into your business."
Episode 57: The Paper Florist Industry is About to Get a Whole Lot Stronger with Quynh and Jessie
Saison 2
jeudi 30 juillet 2020 • Durée 17:50
Learn about the exciting new projects you can participate in that will promote and grow the paper florist community, and help us all succeed in our new industry.
You want to connect with more clients. You want your amazing creations to be enjoyed. Spending time to promote your work is not what you imagined doing when you became a paper florist. Well, we’ve got your back. There is strength in numbers, and the paper florist community is about to get a whole lot stronger, together.
Paper florists are scattered all over the world, which is why you’re reading these words! You want to connect with others in our industry. That’s always been the heart and soul of Paper Talk and the Paper Florists Collective. This is why we are so excited about some big projects coming down the pipeline. These projects will include all paper florists who want to participate, and they will help us all to promote and grow our industry.
In this episode of Paper Talk, we delved into some of the specifics, but here is a brief intro:
Quynh has had a dream to create a gigantic paper flower installation for art gallery use for some time now, but we’re pushing for it to become reality. We want paper florists from all over to be involved and to use this as an opportunity to highlight the environmental impact we are having on the planet. As Jessie said, this will be the “intersection between beauty...and the ugliness of our consumption.”
We’ve been working on a Paper Florists Directorythat will connect clients with paper florists all over the world. We envision this being used for special events, commercial events, print and digital media, and on and on.
There are so many other moving parts involved in these projects. Listen now to learn even more about our plans for free translated tutorials for the art installation, the amazing people helping to bring the directory to life, the timeline for these projects, and more.
Episode 56: Getting Your Paper Flowers Featured in Magazines and Blogs with Tonneli Gruetter
Saison 2
jeudi 23 juillet 2020 • Durée 32:35
Learn from a marketing expert, Tonneli Gruetter, how to reach across industry lines to grow your paper floral business and gain exposure in print and digital publications.
Let’s face it: our paper floral industry is strong, but still has lots of room to grow. To get our work out there and to help our community flourish, we need to collaborate with other industries. Getting featured in the magazines or blogs of other groups is a fabulous way to grow your business. An obvious one is the fresh florist market. We can create pansies with long stems or an iris for a dried bouquet. The possibilities for collaborating with florists are endless!
You may wonder if a fresh floral magazine or blog will feature your paper flowers, and the answer is yes! On our latest episode of Paper Talk, Tonneli Gruetter— a marketing expert and writer at the Florists’ Review magazine—spoke eloquently about the amazing collaboration that can happen when we choose to look outside of our immediate industry and connect with others.
She would love to see our community’s work, either by submitting it on the Florists’ Review website or tagging/direct messaging them on Instagram @florists_review. “For us, it’s really about appreciating the floral form above all else. That’s what we’re all about, is celebrating flowers,” Tonneli told us.
So what is she looking for? What can you do to make sure your work gets featured? Tonneli gave this advice:
Follow trends. Know what’s happening in our paper floral world and the industries you’re trying to collaborate with. She gave our listeners the tip that big circles are always on trend with her followers. We all agreed that following industry leaders, like Hitomi Gilliam on YouTube, is a great way to learn and stay on top of trends.
Episode 55: Teaching Workshops after Covid-19 with Jasmine Sing
Saison 2
vendredi 17 juillet 2020 • Durée 40:44
Although South Korea did not formally implement a lockdown, South Koreans were encouraged to practice physical distancing and to wear masks in public spaces. Most of their economy is back to "normal" and we thought it would be interesting to speak to Jasmine Sing of Merremade about how she went about re-commencing her in-person workshops in South Korea, as it would be equally relevant in other countries once the physical distancing policies start to loosen up.
If you want to know more about Jasmine, be sure to check out Episode 15 where we first spoke to her about the paper flower industry in Asia.
First, let's learn a bit about Jasmine:
1. Tell us about yourself, Jasmine!
The Asian with big dreams, and the brain & hands behind Merremade. I am born and raised in Singapore but moved to South Korea 7 years ago. Still trying to learn & adjust to this not-so-new environment. Every day is an adventure and I have so much I want to achieve. I am usually a funny person. I like to think differently, act differently, and speak differently. I am also quite ambitious and dream too big at times :)
2. What products and services do you provide under the name Merremade?
Merremade is mainly based in South Korea and I conduct regular courses, one-day workshops and work on commissioned works from time to time. I also travel back to Singapore to teach and work on projects/collaborations. I’m looking forward to venturing into international projects too.
3. How has the Covid-19 lockdown affected your business?
I was in Singapore when Covid-19 hit Asia and the project I was working on was canceled. I flew back to Korea and the situation got worse. Everyone was in panic and very worried about what would happen. All my scheduled classes were postponed to much later date. And thankfully, I was able to resume my classes 2 months later (in May). During that 2 months, I was lucky to still have income from my online course. I spent that whole period working on things that I had procrastinated on and of course experimented with many new tools, materials, ideas that I had for the longest time.
Episode 54: When to Work for Free with Kate Alarcon
Saison 2
jeudi 9 juillet 2020 • Durée 22:30
This week on our Paper Talk Podcast, we want to talk about when it's ok to work for free with our friend, Kate Alarcon.
As much as we hate to admit it, we've all made paper flowers for "free" in one way or the other. Often, it's in the early stages of our paper flower journey, when we're desperate for exposure when we don't have the guts to ask for the right kind of compensation (or any compensation at all) when we're not all that confident about work.
If we're lucky, we come out of it a better artist or entrepreneur with opportunities that we never dreamed of. On the other hand, if those opportunities aren't fruitful, we might feel slightly disappointed, even resentful perhaps.
When would you work for free? In this episode, each of us explains when we've worked for free and why those opportunities were or were not ones that we would ever do again.
Read the transcript here.
Episode 53: How and Why Branding and Marketing Go Hand in Hand (Part 2) with Kalisa Jenne-Fraser and Missy Palacol
Saison 2
jeudi 2 juillet 2020 • Durée 26:43
Last week on our podcast, Paper Talk, we dove into the world of branding with Kalisa Jenne-Fraser and Missy Palacol of Kalyx Group. We loved and learned so much from our conversation that we extended into this week’s episode. Our focus shifted from finding the heart of your business (in short, the brand) to the ins and outs of marketing your business.
Kalisa Jenne-Fraser is co-founder of Kalyx Group, a brand, and marketing consulting firm headquartered in Seattle. Kalisa is a brand marketing consultant who specializes in strategic brand planning, content marketing, and digital media strategy. She has spent almost her entire professional life delivering marketing strategies and insights to global brands, non-profits, and startups alike.
In 2016, after nearly 20 years in corporate marketing and consulting, she left her comfort zone to take on new challenges, expand her skillset, and hopefully help build something awesome from the ground up in Kalyx Group. Through Kalyx Group, she offers consulting and training programs that teach entrepreneurs and small business owners how to translate their passions into actionable brand strategies that work.
Missy Palacol is a Seattle-based, nationally published brand photographer, digital marketing expert, and speaker. She teaches people and companies how to capture their authentic visual brand and how to leverage social and digital media to grow their businesses.
Episode 52: How and Why Branding and Marketing Go Hand in Hand (Part 1) with Kalisa Jenne-Fraser and Missy Palacol
Saison 2
jeudi 25 juin 2020 • Durée 21:53
We’ve all taken different paths to the wonderful world of paper flowers, but one thing that unites us is a love of our craft. It’s no surprise that many of us want to turn that passion into a business. But even if you make the most amazing, creative flowers, you may have found yourself feeling a bit over your head when it comes to the branding and marketing side of things.
That's why we reached out to two incredible ladies: Kalisa Jenne-Fraser and Missy Palacol. They are the talented duo behind the consulting firm, Kalyx Group, and in this podcast episode, they share insights and tips to help businesses succeed.
First, let's learn a bit about Kalisa and Missy:
1. Introduce yourself to us!
Kalisa Jenne-Fraser is co-founder of Kalyx Group, a brand, and marketing consulting firm headquartered in Seattle. Kalisa is a brand marketing consultant who specializes in strategic brand planning, content marketing, and digital media strategy. She has spent almost her entire professional life delivering marketing strategies and insights to global brands, non-profits, and startups alike.
In 2016, after nearly 20 years in corporate marketing and consulting, she left her comfort zone to take on new challenges, expand her skillset, and hopefully help build something awesome from the ground up inKalyx Group. Through Kalyx Group, she offers consulting and training programs that teach entrepreneurs and small business owners how to translate their passions into actionable brand strategies that work.
Missy Palacol is a Seattle-based, nationally published brand photographer, digital marketing expert, and speaker. She teaches people and companies how to capture their authentic visual brand and how to leverage social and digital media to grow their businesses.
Episode 51: How to Survive Social Distancing with Anna Chedid
Saison 2
jeudi 18 juin 2020 • Durée 47:32
In this Episode, we talk to our friend and fellow paper florist Anna Chedid about how she is handling social distancing during this unique time in our history.
For many of us, it's been weeks since "normal." We no longer leave our houses without hand sanitizer and a face mask. We count the number of people present when we hang out with our neighbours, friends, or family. Our food cravings are now conditioned around what exists in our fridge and pantry. All of our interactions are now more... complicated.
As artists, we are used to working from home or our studio, often working alone for hours. But that is by choosing. So what happens when we're forced to be isolated from others for a long period of time? How do we stay healthy?
First, let's learn a bit about Anna:
1. Tell us about yourself! Who is Anna Chedid?
That's probably the hardest one to answer! I'm Anna, Brazilian, designer, paper artist, crazy cat lady, coffee drinker, chocolate lover! I was born and raised in Brazil, lucky to have a very caring, warm, and supportive family. I married a lovely guy that is also a designer, photographer, musician and cooks all sorts of delicious food. We moved to the USA two years ago, the husband is to blame, with our two cats and I have been dedicating my time to @floresdaannita full time.
2. Tell us how you started making paper flowers.
I started making paper flowers after I got married. I made a lot of things to decorate my wedding party and some accessories too, so my husband told me that I should start to make those things and sell them online. I had NO IDEA how to make things happen, had no experience in the business area at all! But he helped me set up an online shop and with product photography as well.
Having a background in fashion helped a lot too. So one day I was looking for tutorials on how to make fabric flowers and I ended up finding a Martha Stewart tutorial about paper flowers, that was the official beginning for me on the paper flower world. I have memories of my mother making paper flowers for birthday parties, for my grandparent's 50th anniversary as well when I was a child.
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In the episode, we emphasize the significance of fostering meaningful connections with workshop participants beyond the digital realm. While online interactions undoubtedly play a crucial role in promoting workshops, we delve into why genuine human connections are equally essential for long-term success. By prioritizing personal engagement, workshop organizers can cultivate a sense of community and belonging among participants, fostering loyalty and repeat attendance.
We explore the various ways in which workshop organizers can nurture authentic connections, from hosting in-person meetups and networking events to incorporating interactive elements into virtual sessions. By creating opportunities for participants to connect with each other and with workshop facilitators on a deeper level, organizers can elevate the overall workshop experience and differentiate themselves from competitors.Learn how to build lasting relationships that extend far beyond the confines of a single workshop session.
When you listen to the episode, you’ll understand the importance of cultivating expertise and authority within a niche to stand out in the crowded workshop market. We explore how establishing oneself as an industry leader not only attracts participants but also instills confidence in their decision to invest time and resources in attending workshops. By sharing valuable insights, practical tips, and thought-provoking content, workshop facilitators can position themselves as trusted mentors and guides, earning the respect and admiration of their target audience.
Discover the strategies we recommend for building authority, from consistently delivering high-quality content through blogs, podcasts, or social media channels to leveraging speaking opportunities and guest appearances. We delve into the power of networking with other experts in the field, collaborating on projects, and seeking endorsements or testimonials from satisfied participants. Explore how to establish credibility, enhance visibility, and ultimately become the go-to authority in your workshop niche.
As we wrap up our preview of this enlightening episode, we're reminded of the wealth of knowledge and insights awaiting listeners. Crafting a professional web presence, embracing strategic marketing techniques, and cultivating expertise and authority are just a few of the key takeaways discussed. Whether you're a seasoned workshop facilitator looking to elevate your offerings or someone just starting out in the industry, there's something valuable for everyone in this conversation.
Tune in to the full episode on Paper Talk Podcast to delve deeper. Don't miss out on the opportunity to enhance your workshop promotion strategies and take your facilitation skills to new heights.
Be sure to listen to the entire episode for many more insights. For more inspiring discussions and helpful tips, be sure to join us on the Paper Talk Podcast or in our Facebook group. Please also consider donating on our website to help us keep producing great content like this. Together, we'll continue to grow, learn, and celebrate the artistry of paper flowers. Thank you for being part of our wonderful community.
In the episode, we explore the nuances of various brands and models of cameras that shape our visual narratives. The wide range of features available on cameras can leave you feeling overwhelmed, but we talk through the features that we prefer most in our cameras to give you an inside view of what to look for when it comes to your needs.
One aspect of choosing a camera is understanding why colors matter and how they contribute to the storytelling process. Quynh shares her expertise on Canon's color tones and why it plays a crucial role in her decision-making process. Meanwhile, Sara offers a firsthand account of her experience with warmer tones on Canon, leading to her exploration of Sony's offerings. It's a riveting exploration of how color nuances can shape the visual identity of content creators.
Tune in as we navigate the labyrinth of camera choices, decode the features that set each brand apart, and understand the thought process behind our camera switch-ups.
Ever wondered why natural light is a game-changer in the world of content creation? In the episode, we break down the importance of leveraging natural light and optimizing your room setup for both photography and video projects. Learn how to use the sun's gentle glow to enhance your visuals, creating a warm and inviting atmosphere that resonates with your audience.
You can also listen in on our lively discussion about backdrop choices, including the creative use of boards and fabric options. Uncover the secrets of manipulating shadows to add depth and dimension to your visuals. And learn how to play with different lighting setups to achieve the desired mood and ambiance in your visuals. Whether you're working with natural light or experimenting with artificial lighting, this segment is a treasure trove of tips to help you master the art of illumination.
Sound and microphones is a completely separate topic that we discuss on the podcast, including which equipment we use for recording this podcast.
Take these highlights as a starting point for your creative exploration. Experiment with your gear, embrace different camera styles, and fearlessly dive into the art of crafting visuals and soundscapes. Your unique perspective is your greatest asset, and we can't wait to see the masterpieces you create.
Be sure to listen to the entire episode for many more insights. For more inspiring discussions and helpful tips, be sure to join us on the Paper Talk Podcast or in our Facebook group. Please also consider donating on our website to help us keep producing great content like this. Together, we'll continue to grow, learn, and celebrate the artistry of paper flowers. Thank you for being part of our wonderful community.
As Quynh put it, “In 2021 the paper florist industry is going to make a stamp in the world.”
Stay within the season. Wintertime calls for darker and moodier blooms. Summer is brighter and airier. This is fairly common sense, but a holly wreath is going to get a better reception in December than in July.
Keep trying. Tonneli might not have a place for your work right away. She might wait for that theme to be featured or on-trend. Or she might tell you that she likes what you’re doing and wants to see more in the future. That isn’t a no! That means that what you sent might not be a good fit, but that she sees potential in future collaboration.
Our conversation also dipped into many other fascinating topics. A big one was sustainability. Besides her work as a marketer and writer, Tonneli owns her own farm, Salty Acres, which produces flowers, preserves the agricultural heritage of her community, and offers classes to educate visitors on a wide variety of topics.
One of her passions is finding ways to reduce waste, like saving parts of flowers that would be headed to the compost heap, drying them, and using them as edible confetti for baking. Tonneli sees this focus on sustainability as something that will only continue to grow in popularity across industries. That’s great news for paper florists, as our craft can fill in gaps for florists dedicated to buying locally and sustainably. We can create peonies in the perfect color in January, which makes for happy clients and florists.
Listen now to hear even more as we chatted about upcoming trends, running workshops during Covid-19, and more.
Here are some questions we asked Tonneli about herself:
1. Introduce yourself to us!
My name is Tonneli Gruetter (tawn-ah-Lee), I am a 3rd generation farmer, military spouse, & marketing expert living on Whidbey Island Washington where I work from my flower farm, Salty Acres. I specialize in corporate social responsibility helping clients of all sizes to better embody their values through the authenticity of philanthropic action. Through my work at Florists Review Magazine, I have found an avenue to fuse my passion for flowers with business.
2. You have a long list of experiences, from being a brand specialist to a digital marketer to a farmer. Can you tell us a bit about these identities?
Like so many young people finding a fiscally sound path to becoming your dream full-time is not something easily realized all in one step. For me pursuing a serious career in brand marketing helped me gain the work-life balance to afford to start a farm, and on-the-job skills needed to thrive as a modern farmer. From the outside, it seems crazy to compare launching successful video game titles at mega conventions like e3 to running a flower farm but really all the same concepts are there: be authentic, find your base, make it fun.
3. Tell us about Wildflower Media, Florists Review, Canadian Florist, and SuperFloral.
Our publications are for floral enthusiasts of every stripe. Each of our magazines has a slightly different voice, today I am here to speak most about Florists Review which is our sort of all-encompassing world of beauty and an excellent resource for anyone looking to learn about techniques regarding composition, design, how to use supplies, etc.
We also chat quite a bit about the business of flowers and entrepreneurship. Canadian Florist is similar but celebrates the unique voice of Canadian florists, to some, it may come as a surprise but many of the world's top talent in the field of floristry is Canadian. Last but not least is SuperFloral, our publication for mass-market flowers & large-scale growers.
4. You're the Director of Marketing at Wildflower Media. Can you tell us what that role involves?
I am responsible for helping our advertisers launch new campaigns, keeping our social media streams representative of current trends, covering top floral events in real life. Personally, it has been my mission to see our community become a home for all flower lovers not just the traditional florist and I'm proud to say that's very much visible in our work today.
5. How are Florists Review, Canadian Florists, and SuperFloral which all began as print publications, adapting to the digital world?
Our magazine is celebrating its 123rd birthday this year, we have a proud heritage but are quite delightfully modern. Recently we made the switch to being a primarily free-to-subscribe online magazine, supported by special edition book-azines, video library on youtube, and Instagram community devoted to sharing the work of floral artists.
6. Since you are in print media, we have to ask: Are print publications still relevant given the trend to move to digital media?
There is something inherently magical about print. We've all been there when a friend sends a link of something you MUST read... yet you don't even open it, or perhaps it only gets a quick scan. When someone shares information via print it becomes something to take your time with a view more than once, it becomes a resource. That's exactly the direction we are going with our books & special edition book-azines.
7. It's a well-known fact that many florists/contributors want to be featured in one of your prestigious magazines.
There are many reasons to be featured, but I think even more than clout or prizes (tho who doesn't want to visit a flower farm in another country or receive luxurious roses for free?) is that we represent an extraordinarily supportive community. Our readers are an active part of that community but when you are featured it brings you to another level where you are able to tell your story and we're all here to cheer you on. When we feature a floral artist they get a lot of visibility, not just in our world of flowers but also in the realms adjacent to us such as weddings, events, and brand collaborations.
8. It would be such an honour to be featured in your magazine! So how do florists get featured in one of your magazines? What do you look for when determining who/what to feature?
We have a few different ways to become featured, and also a few different people on the job to ensure we stay fresh & inclusive. To be considered for our magazine we have an online portal on our website under the "contact us" page, as well as frequent design contests. As for our Instagram, that's really my world. I suggest creators reach out however feels right to them to either use DM, tagging @florists_review, or using #floristsreview... I also spend significant time visiting florists when I travel IRL & tracking emerging online floral trends.
9. Our listeners are mainly paper floral artists and entrepreneurs. Do you have any specific tips on how they could be featured in a prominent magazine/blog, like yours?
Absolutely! Above all else: collaborate. You can magnify your reach so much by collaborating with other creatives & tagging the brands or products included. There are many flowers I hold beloved as a grower myself such as poppies, but I nearly always dissuade customers from purchasing them for weddings due to their delicate nature... this is exactly the time I know I'd love to have a paper floral artist I could direct my customers to bring into our conversation.
I always tell creators to treat social media like real life but with fewer rules. If you interact with an account with a large following or strategic reach you wish you could be involved with, let them know. Don't be afraid to "slide into the DMs" with something you have an idea about if it's sincere. Worst case scenario is they ignore you... and most of the time {trust me} they won't.
10. Lastly - What are your favourite flowers to design with? What is your favourite flower?
I design mostly using Dahlias as they make up the lionshare of my farm but I love impractical flowers, silly, flowers, and flowers with TERRIBLE vase life. In the last year, I've had an obsession with an impossible to grow Australian native called the flannel flower. I also love Wisteria, bearded iris, & poppies. I'm trying my hand at a few new things like hothouse tuberose and heirloom chrysanthemums this year, we'll see how those adventures go.
4. How have you had to adapt your business in light of the Covid-19 lockdown?
Surprisingly, there was no lockdown in Korea at all. But people were advised to work from home and stay away from crowds. Everyone was going online for everything. So, in the earlier stage, I focused more on my online course and connecting with my followers and students. Is online platforms. When I was able to resume my offline classes, I followed the precautions and measures that were set for public meetings.
5. You recently began offering in-person workshops again. When did you decide it was an appropriate time? What challenges do/did you face?
Honestly, I wasn’t ready to have the classes any time soon. I was skeptical and worried even now. Students were waiting for me to resume classes and always checking on the dates. The drop in the number of Covid cases helped me decide to start my classes again. At that point in time, we were looking at less than 20 infected cases per day. It was progressing really well but we can’t let our guards down isn’t it?
I sanitise the entire room (yes, including the doorknobs and all my tools before and after workshops. I also prepare sanitisers and extra masks just in case. My classes are held in smaller groups (maximum 3pax) now and we practice social distancing. The biggest challenge is not knowing if anyone is carrying any virus including myself. We are all risking at this moment to have any face-to-face workshops. But these small measures, gives us peace of mind. Not just for myself, but also for all the participants in the same room.
6. Tell us about the International Crafts Design Association and its designation.
It is a private association registered and approved by the Korean government. The purpose of the association establishment is to promote the development of craftworks in Korea. Having a registered association, I’m able to issue official certificates to prove that the student has completed the full course and is capable of teaching what she/he has learned.
The course consists of general paper flower fundamentals, basic to intermediate skills. They will learn up to 10 different types of flowers and a few types of foliages. After which, they will take a written test and once they pass, they will receive the official certificate. They will then become certified Instructors under ICDA and be able to teach what learned from them.
7. What made you decide to implement certification of completion for your workshops?
In the beginning, I didn’t think issuing a certificate of completion was necessary. However, in Korea, having a certificate plays a big role if you want to teach. It is a kind of recognition and people acknowledge that you have gone through the whole training to become a certified instructor.
8. Is there anything else you'd like to share with us?
I may not be the best person to go to, but if you need any listening ear/advice, do drop me an email. I’m willing to share my experiences. We are in this together. Have faith and we can get through this together. Stay safe!
In 2014, Missy left her full-time career in corporate marketing and struck out on her own with Missy Palacol Photography, capturing rich and memorable imagery for brands. In 2016, she co-founded Kalyx Group, where she combines her enjoyment of photography with her deep knowledge of marketing and digital storytelling.
2. Tell us about your brand and marketing business, Kalyx Group.
We founded Kalyx Group in 2016. We’re are a team of brand and marketing strategists with over 30 years combined experience helping companies – from global Fortune 100s to local startups and solopreneurs – develop and implement strategies that drive results. We especially have a passion for small businesses – we bring a simple, effective, affordable approach to marketing that starts with brand clarity and ends with a well-thought-out strategic marketing plan. It’s our mission to help brands streamline their marketing approach by consulting on the right tactics to employ at the right time.
3. Given the consistent disruptions we’ve seen in 2020, how should brands think about shifting their marketing for the new normal?
We are in the acknowledge-and-adapt phase of the Covid-19 pandemic. But we also have to plan for life beyond the crisis. As we navigate what we know, businesses must work externally to keep their brands and customer journeys as a whole as possible, while working internally to do three things:
Understand the impact of business interruption and continue to triage the unexpected.
Lean into digital ways of working and connecting with customers, knowing that this will likely have lasting effects.
Mitigate risks to the customer experience by thinking realistically from the outside in.
4. How should brands think about building resilience in the new normal?
If you use this time to reset and reimagine your new interactions with your customers, you can actually survive and thrive in uncertain times. With any business, the customer journey and keeping your customers satisfied are important to your business’ growth.
For example, we work with a local gym that offers a bootcamp program. Before the pandemic, all classes were in person. Like most businesses, they had to figure out a way to switch to an online model in order to survive these uncertain times. The goal with their new online class model was to not only support their existing clients but draw new clients in too.
We helped our client think about a tiered model that would incentivize their existing clientele to still pay the monthly fee for a new online class by offering extra value -adds to their clients through things like weekly check-ins and bonus content. These efforts helped their brand to continue to build trust with their clients who then started recommending their online classes to their friends…and their client’s friends weren’t just fellow local people. Because of their flexibility with their business approach, they grew their business outside of their local area and are now able to reach new clients nationally – this was an unexpected outcome for them and not just helping them survive right now, but thrive!
5. Should brand’s stop advertising during uncertain times?
The brands that are finding success through these uncertain times didn’t completely halt their advertising, but they did take a pause. It’s kind of like crossing the street of a busy road, it’s best to stop, look, and listen first before you proceed. You want to make sure that your marketing efforts are not only relevant but don’t become tone-deaf to the times we were in.
Once you’ve figured out how to make any necessary shifts to your marketing then, advertising in uncertain times like today can be really successful. For starters, social media platforms like Facebook and Instagram have seen a huge increase in daily users since the beginning of the COVID-19 pandemic.
With more people working from home and looking for ways to stay connected they are turning to social media for that. And a lot of businesses and brands have pulled back on their marketing spend, so advertising avenues such as paid or sponsored ads on Facebook and Instagram have come down in price lately, meaning your $50 budget for a sponsor ad currently goes further than it used to in pre-pandemic times.
6. During these uncertain times, what would you say are the do's and don’ts?
The DO's
Pause and listen so you can approach any disruption in the best way possible for your business and brand.
Present with empathy and transparency when times are uncertain -People feel vulnerable right now. Empathy is critical. Most major airlines, for example, were quick to implement a “Peace of Mind Policy”, waiving cancel and change fees for those that don’t feel comfortable traveling during the pandemic or have a sudden change of plans because of the pandemic.
Associate your brand with good - People will remember brands for their acts of good in a time of crisis, particularly if done with a true heart and generosity. This could take the form of donating to food banks, providing free products for medical personnel, or continuing to pay employees while the company’s doors are closed. For example, consumers will likely remember how Ford, GE, and 3M partnered to repurpose manufacturing capacity and put people back to work to make respirators and ventilators to fight coronavirus.
The DON'T'S
Don’t try to do it all. Call in an expert to help if you aren’t sure how to proceed.
Don’t completely stop all of your communication, advertising or marketing efforts in uncertain times – it’s in these times, more than ever, that your consumers what to hear from you.
Don’t stop creating content - instead, double down on content creation, and make sure some of your content addresses key questions your customers might have as they go through the disruptions we are currently facing while also creating other types of content; these pieces of content will give you a massive advantage when things settle down.
READ THE PODCAST TRANSCRIPT HERE
GET YOUR FREEBIES!
HEAD OVER to the Kalyx Group website to download a free PDF copy of the Brand Readiness Checklist: How to Prepare for Disruption!
Learn more by following Kalisa, Missy, and the Kalyx Group on social media:
In 2014, Missy left her full-time career in corporate marketing and struck out on her own with Missy Palacol Photography, capturing rich and memorable imagery for brands. In 2016, she co-founded Kalyx Group, where she combines her enjoyment of photography with her deep knowledge of marketing and digital storytelling.
2. Tell us about your brand and marketing business, Kalyx Group.
We founded Kalyx Group in 2016. We’re are a team of brand and marketing strategists with over 30 years combined experience helping companies – from global Fortune 100s to local startups and solopreneurs – develop and implement strategies that drive results. We especially have a passion for small businesses – we bring a simple, effective, affordable approach to marketing that starts with brand clarity and ends with a well-thought-out strategic marketing plan. It’s our mission to help brands streamline their marketing approach by consulting on the right tactics to employ at the right time.
3. Let's dive right into your expertise. Why are marketing and branding important?
First of all, we’d like to take a sec to explain the differences between branding and marketing. Many people think they are one and the same. In a nutshell, branding is WHO your company is and why it exists. It provides your business with a real identity. The ideas, the emotions, the beliefs, the values, the looks, the experience of your business. Marketing is HOW you build awareness. It’s the activities that you do to create the awareness and power of your brand. Marketing teaches consumers who you are and why you matter to them and the value of your goods and services.
Having a good branding strategy for your business helps to improve recognition in your industry, creates trust, communicates your professionalism, builds financial value, and inspires your potential consumers. Having a solid marketing plan that aligns with your brand strategy is important because it helps you let people know who you are, expands your audience, and reaches your sales goals.
4. What is the number one thing that new entrepreneurs do wrong?
We tend to see our entrepreneur clients try and do everything and then get so overwhelmed that they let their brand and marketing efforts fall by the wayside which leads to them working harder at operating their business without a plan in place. We get it, small business owners especially, are stressed, overwhelmed, strapped for time, and have limited budgets.
On the other hand, we see small business owners that do have a budget for branding and marketing support, hire a professional to help them, but the hired professional efforts fall short because of their lack of clarity of your brand – they aren’t sure who the brand is and how to reach that ideal consumer on your behalf. -Their marketing work ends up being more complex and time-consuming than it needs to be at your expense. Consistency always wins.
5. What is a realistic marketing/branding budget for a small business? What if I only have a small budget?
The good news though, is that a little effort can go a long way. Small business owners do not have to spend significantly more time or money to get better results. So long as you have clarity about what you want to do and a strongly defined brand.
For example, logo creation. If you have clarity of what your brand is and what it stands for, it’s easy to hire a logo creator through a service provider/platform to do that work for a few hundred dollars or less. If you haven’t done the work to define who your brand is and what your brand stands for, it’s very difficult for the service provider to do their job, which ends up costing you more because time is money.
6. There's a lot of hype about selling with a story. What are your thoughts on that?
We strongly believe in storytelling because it’s easy for the brain to understand and doubles down the, “know + like + trust formula.” Storytelling allows your consumers to get to know you better, which then turns them into liking you, and then the liking turns to trust and when a person trusts a brand, they are 100% more likely to buy from them.
READ THE PODCAST TRANSCRIPT HERE
GET YOUR FREEBIES!
HEAD OVER to the Kalyx Group website to download a free PDF copy of The Brand Audit Worksheet!
Learn more by following Kalisa, Missy, and the Kalyx Group on social media:
She even made me a pair of paper angel's wings so I could be one of the little angels at the Coronation of Our Lady of The Rosary, it's a Catholic thing! I guess the only books about paper flowers available at the time, 2013, were Livias's and Rebecca's. I bought them and I found some antique digitalized PDFs with paper flower making tutorials and used a lot of fabric flower-making tutorials as well to help me create blooms.
3. It sounds like your creations had a lot of potential from the start. How have you been able to make your paper flower voice stand out in the crowd?
I think it's due to several factors. I was exposed to a lot of plants and flowers when I was a child, I always have a good aesthetic sense, I'm not bragging just being realistic. As a child and in my teenage years I was exposed to art, music, architecture, design, and was very encouraged to create things with my hands. I was always drawing, painting, and being "annoyingly creative" sometimes!
I have a Fashion design degree, and that helped me with the technical part and also the bureaucratic stuff that is always a pain to deal with for me. A lot of the research part that I do when I wanna start a project, for example, comes from the methodology that I've learned in fashion school.
You have to use all the tools you have to make it work, I use my personal experiences and all the skills I acquired over the years to express something visually. I think that if you respect your creative desires and use the tools that you have in a good way, you can make good stuff and people can relate to it. Just do what makes you happy at first, and improve from there. It can sound simplistic and naive, but it's the truth!
4. What are some of the challenges you've faced as an artist?
Oh, I think the major challenge is about making money. In the beginning, it was painful. I had no idea how to price my product and how to keep track of my expenses and income. I had to figure it out by trial and error, and there were a lot of tears and self-doubt, lots of unwanted advice from people with zero experience in business but for some reason thought that they should give them.
The money factor and all that comes with it, made me have lots of negative thoughts about what I was doing and if it was worth all that pain. That can impact in a very bad way when you are the one dealing with all the demands of a business, but especially on your creative and productive side.
5. Since moving from Brazil to the United States, you've had to put your business on hold. How do you feel not being able to sell your art?
It was a tough decision to make! I was finally making money with paper flowers, I had lots of brides, art directors, prop designers that reached out for collabs and projects, I was getting recognized as an artist in Brazil and that is a big deal. But living abroad was in my plans, actually was something that my husband and I talked about since we met, so I've already had a plan in case that happened.
I also already knew that I was not going to be able to work under the visa I currently am, so I took advantage of this to focus on evolving my work. I wish I could sell my pieces, for sure, but I know I can't and I have to live with that. I focus on other things instead of trying to find some illegal way to sell my pieces, that's just not me!
6. Tell us about your hashtag #ordinarycolorful. What inspired you to start this hashtag?
I was just trying to elevate my photography skills. I love to organize things by color so I started to look for objects around the house that have similar colors and put them together like a mood board that I could take a pic from above.
I liked it so much that I decided to post some of those pics and it wasn't my intention to make it a collaborative project. It was Janita, @mywoollymammoth, that planted the seed in the back of my mind. I'm responsible for the name, but she is the one to blame, she encouraged me and gave a lot of support spreading the word about the #ordinarycolorful. So It's not just mine, it's Janita too!
7. You've been exploring different ways to present, style, and photograph your paper flowers lately, sometimes focusing on colour, and at times, parts of a flower, and you even had a series of flowers native to your homeland, Brazil. What drives you towards these experimentations?
I've learned over the years that if you have an urge to create something, you have to allow yourself to fail, to make things that have nothing to do with what you are currently working, to learn something new completely unrelated to what you do for a living. When you practice this, when you put yourself in an uncomfortable position, you free yourself and the way you relate to your work.
It also makes you not take for granted what makes you the person you are, your identity. I love to organize my thoughts by colors, for example, I do that since I was a child. This is something that I can do almost naturally, so why not take advantage of that? Or why not look to my homeland and try to replicate the beautiful plants and flowers that made my childhood so special?
8. As a seasoned paper florist, what advice would you give to a paper florist who is starting out today?
Enjoy the HUGE amount of information that you have available now and practice a lot! When I started there was so little info about paper flowers, it was basically none. Now, there's a lot of tutorials, books, videos available, a lot of good stuff out there, and some of that for free. Also, stop sharing the work you make to get other people's approval! Share for you, make for you. Use your personal references to evolve your style. I grew a lot when I stopped looking into other floral paper artists' work for inspiration. Look for other sources of inspo, music, architecture, fashion, etc.
9. Do you have any paper flower making tips to share with our listeners?
Be kind to yourself and practice a lot! Explore the materials, especially crepe paper. Stretch, torn, bleach, paint, fold, cut, glue, play with your papers!
10. Do you have a favourite tool you use on a daily basis?
I would say my hands, but having good scissors are a game-changer. And I don't have a brand that I recommend because it's a very personal tool. Try some to find the one that works the best. For me, the scissors have to be light and not too big, my hands are kinda small.
Thank you Anna for chatting with us today and sharing your invaluable experience!
Be sure to follow Anna and her beautiful paper flowers on social media!
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