Looking for the perfect bouquet? SLO floral designer talks Valentine’s Day flower trends

A couple of blocks from the heart of downtown San Luis Obispo sits a charming, old-world flower shop with black-and-white striped awnings and flower box-framed windows.

The building’s style, as well as the nature-inspired floral designs created inside, flow from the imagination of Asha Renew, owner and designer of Wilder Floral Co.

Her shop’s European style takes its cues from a flower shop Renew visited while on vacation in Italy.

“I went inside and the owner gave me a bouquet,” Renew said. “The whole thing glowed like a little jewel box. I loved that vibe and wanted to bring it here.”

Renew, a former graphic designer, opened Wilder Floral Co. in May 2014. She and her husband purchased the store from the previous owner, who was retiring.

Renew’s decision to launch a floral design business came about rather abruptly once the shop became available. But the seed of the idea was planted back in her childhood when someone anonymously left May Day flowers on her doorstep.

“I was looking to do something more creative that had greater purpose,” Renew said. “That moment when I found the flowers on my doorstep, that’s how I wanted to make others feel as well — surprise, awe, curiosity and a child’s sense of wonder.”

Not only does Renew create beautiful, natural-looking floral arrangements, but she also sources all of her materials locally so they are at their peak of freshness.

Since Renew lives in Nipomo, where many farms are located, she’s able to go out in the morning and collect fresh plant materials directly from the farmers.

“I’m like a chef who collects ingredients to make something really special,” Renew explained.

SLO flower shop offers Valentine’s Day arrangements

Valentine’s Day and Mother’s Day constitute some of the biggest segments of Wilder Floral Co.’s business.

Renew said the shop has been planning for this year’s romantic holiday since November 2019 by creating floral designs, working with local farmers to find out what’s in season and getting dibs on needed materials.

In fact, the shop is so busy during the short Valentine’s Day season window that Renew and her staff have to fashion arrangements in four to 10 minutes just to keep up with demand.

Along with the usual reds and pinks, Renew said lavender and peach colors are popular in 2020. She plans to use those colors in her designs along with her own take using burgundies and pinks.

Renew said she tends to avoid straight, upright floral arrangements. Instead, the one-time yoga instructor prefers a style she calls “warrior pose” — a low and wide design with an “S” curve to make the arrangement feel like it’s growing organically.

Arrangements run from $50 to $130 and can be viewed online at the Wilder Floral Co. website.

The shop is closed through Wednesday for Valentine preparations. It will be open Thursday and Friday from 10 a.m. to 4 p.m.

Wilder Floral Co. thrives on weddings, online sales

While holidays mean busy times for Wilder Floral Co., local foot traffic remains fairly scarce, Renew said.

Instead, the small retail shop has relied on e-commerce for the majority of its business since the beginning.

Renew employed her graphic design skills to set up a website for shopping online as well as an Instagram account. The shop makes deliveries in San Luis Obispo County from Paso Robles to Nipomo.

Renew and her staff also do deliveries and on-site set up for large, elaborate weddings throughout California.

Many of these event are destination weddings from clients as far away as Florida and even Australia who found the company online, Renew said.

Wilder Floral Co.

1349 Chorro St., San Luis Obispo

805-784-0415 or wilderfloralco.com

This story was originally published February 8, 2020 at 5:15 AM.