As significant Hollywood events and celebrations continue to be canceled, those responsible for putting on a show have been forced to rethink their businesses. So some, like Amelia Posada and her floral design company Birch and Bone, have entered the world of retail.
Birch and Bone is a studio event design company that specializes in site-specific installations. "I do stuff like the Grammy brunch every year and movie premieres. I want everybody's first impression of Birch and Bone to be a good one," Posada said. "It's incredible to work with flowers for a living, but nature doesn't always provide the palette that I'm looking for, so I include things like spray paint into my designs to make them stand out."
This past March, Posada was supposed to be putting something together for the James Bond premiere, but it got pushed back indefinitely. "I soon began to see all of my events for 2020 be canceled or postponed. In late April or early May, I knew I had to pivot my business," Posada said. "I had to go from these huge budget events to slinging $30 bouquets, $50 bouquets, driving from Sherman Oaks, and to the South Bay. I was working 15-hour days, six days a week, to try to scrape anything I could to continue to pay my rent and survive."
Even though Posada has faced some tough times, she continues to grow in her current endeavor. "I have a system, and I had to launch an e-commerce website," she said. "Aside from my weekly accounts, which are my staples, it varies each week. For example, this week and last week have been very slow. I only have four additional orders this week, whereas last month, I had 10-15 additional orders every week."
Posada is feeling hopeful that business will pick up with the holidays are approaching. "I hope the holidays have people feeling generous to gift people and treat themselves. I'm known for my winter and fall reefs. I love this time of year," she said.
"My cousin, who is an avid gardener, grew 500 poppy pods for me and drove them out from Texas. People have been at home and doing the same mundane routine for so many months now," added Posada. "Every time I deliver weekly flowers to people, it brings something new to their home. It's new, and it's colorful, it smells good. It has been made specifically for them, and I think that's just an immediate mood elevator for people."