Girls, Girls, Girls took a trip to the West Coast with the photographer Emily Berl to visit Heather Williams, the brain behind Los Angeles floral and event design company Twig & Twine. We caught up with Heather in the beautiful Arboretum, where she explaines her passion for flowers, the developing floral scene, and personal style.

How did you first become interested in floral arrangement? Has this been an interest since you were very young? 

I started working at a flower shop in San Francisco about nine years ago. It wasn't something I necessarily sought out but the opportunity presented itself, I needed a job and I thought the idea of learning more about flowers and design would be interesting. This was prior to the rise in popularity of being a florist so the thought had really never crossed my mind, but it seemed like a good fit since I had studied design and fine art since a young age. Sometimes the best things happen when you're not looking for them.

Do you have a philosophy when it comes to arranging bouquets?

There aren't really any rules when it comes to floral arranging. I try to design with the elements and principles of design in mind — shape, balance, texture, color, etcetera — so that the arrangement is pleasing to the eye, but working with such a unique product makes you bend those rules often. Overall, I feel that's a major crux of creativity anyhow – bending rules. I do tend to work within a more monochromatic color scheme, create balance in an asymmetrical fashion and let the product dictate the design as basics, though.

If you couldn’t be a florist, what would your alternate profession be?

Tough question. A chef? A prop stylist? A creative director? A veterinarian? A buyer? It would have to be something that I am passionate about and doesn't involved a cubicle.

Favorite flower?

I'm a sucker for spring flowers. Ranunculus, peonies, hellebores, muscari, fritilaria … they all make me melt.

What is the floral scene like these days? Are young people more or less interested in flowers than previous generations?

I definitely think the floral industry has gotten more popular in the last five years. I can't speak much beyond the nine years that I've been in this industry but the amount of people calling themselves "florists" recently has grown immensely. It's become much more competitive but it's a very tough job so only the talented and truly dedicated florists end up staying in the game.

Freud once said, “Flowers are restful to look at. They have neither emotions nor conflicts.” Thoughts?

Flowers are most definitely emotional. Maybe not the actual flowers themselves but flowers are given or created for times when human emotion can be at both highs and lows. Whether it be a joyous occasion like a wedding or birthday or a more sombre time when a dear friend has lost a loved one, flowers heighten the moment and add sentiment.

How would you describe your personal style? How is that style reflected in your work?

My style is fairly practical due to my no-nonsense personality and the nature of my job. I wake up before the sun rises, work on my feet most of the day, get dirty and need to be comfortable. I couldn't be bothered with fussing over my hair or clothes on a busy work day but on weekends I enjoy dressing up a bit more. Comfort is still key though. I love a bold pop of color with a fairly simple outfit or even an interesting neckline on an otherwise mundane shirt. I wouldn't say my floral design style is minimal in that same sense but it follow suit with the subtle attention to nuances.

What is the most exciting project you’ve worked on thus far?

I think opening my shop, Twig & Twine,  has been the most exciting part so far. It's not necessarily a single project but rather a longer term change in my business. I am able to offer something larger to the public and spread my name to new clients, which has been great.

What projects are you looking forward to?

I have a few ideas on my plate for the future in terms of expansion with my brand. They are still in the very early stages of development so I'm not going to share anything specific but I am hoping to create new services that are in line with what I already offer. I'm the type of person that always needs to be challenged or else I get bored with my job. There's always something on my horizon.