This week, we’re so excited to spotlight one of our favorite floral designers – she’s incredibly creative, talented, and makes her clients ridiculously happy. Here’s what Sidra Forman had to say about her unique journey from lawyer to restaurateur to floral designer extraordinaire!
How did you get started in the wedding business? I had a restaurant, Rupperts, in downtown DC for several years where I did lots of big flowers. Guests starting asking if I would do flowers for their events. At first I said no, then started doing a wedding here and a wedding there…When we closed the restaurant I could not imagine going back to being a lawyer (my previous job). I started accepting more flower jobs and my business grew.
What do you do when you are not working? Hang out with my family, exercise, eat, travel whenever possible, read, dream… normal stuff.
How would you describe your approach to weddings? I like weddings because they are collaborative. I always start by listening.
What inspires you in your work? Flowers and foliage–– they are always changing and never static.
What do you find the most rewarding about your job? Making people happy which makes me happy.
What do you think sets your company apart from other florists? I am not sure what anyone else does but my work always starts with gathering the best ingredients possible. I source from near and far– my backyard, the Dutch auction, small rose farms in California and Oregon, local growers, Southern Hemisphere sources...
What do you love about weddings? Flowers are a big part of weddings and it is fun to be in the mix of it all.
What is the coolest thing you've ever seen at a wedding? Flower-wise? Everyday I think I see the coolest thing. Last weekend I got these gorgeous French green and white ranunculus that I had never seen before - at the moment they were the coolest thing. Today I was plotting with a spring bride about a foliage garland to be hung from a branchy chuppah in the woods in rural Maryland… I am hoping that when I make it that will be the coolest thing… and on and on...
What's the best piece of advice you can give to couples planning a wedding? Have fun with the process and choose people to work with that you enjoy.