Meet Trailblazer Stephanie Segall Kaplun

Today we’d like to introduce you to Stephanie Segall Kaplun.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I started Electric Deco Flowers + Design in Spring 2016 after a false start under a different business name. My business is born out of a lifelong love of flowers and a desire to express my creativity in a form that brings other people joy. As my business has grown, my desire to learn has also grown. As a result, I have participated in learning opportunities with several of my favorite florists. I love taking a client’s vision and enhancing it with my expertise. I have had the opportunity to flower many beautiful weddings – from the sweetest backyard ceremonies to large multi-day events. I also love to flower smaller events – from bridal showers to anniversary dinners. My aesthetic tends toward a more organic look and feels – lots of different blooms/foliage with lots of layers and textures.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has been a bumpy road getting my business to its three year birthday. I made the choice to pursue floral design as a second career, and as a side hustle, as opposed to jumping into it full time. The fact that I have a full-time job (that I love) on top of my desire to keep creating/growing as a florist can be overwhelming at times. It can often be a balancing act to ensure each of my passions receives the necessary attention to flourish. I have had to shift my mindset around what success looks like for Electric Deco, and that my company’s growth may have a slower trajectory than I would like.

My words of advice to other young, female business owners:
– Do Your Homework. Regardless of what product you’re selling or what service you’re providing, look into your local market. Are you offering something that the marketplace doesn’t offer, or are you entering a crowded field? This will allow you to develop a strategy to stand out. In addition, before you start designing your logo; be sure about your business name. Consult a copyright attorney to be sure that you’re not risking copyright infringement just by calling your business a certain name. Consider copyrighting your business name and/or logo. It’s an expense that can be tough to swallow, but it’s worthwhile for peace of mind.
– It’s Okay to Operate Slow, Steady and Small. As the years have progressed, I have become more selective about the weddings and events Electric Deco takes on. While I could book weddings most weekends of Houston’s wedding season(s); I don’t. It’s not a sustainable model for me, and there are other floral designers in Houston that can take that on and are excellent at it. When I receive an inquiry, I take time to consider whether the client is the right fit for my business and design aesthetic. I never want to let a client down by overextending myself or committing to a design vision that I don’t feel comfortable executing so I’m careful about the jobs I take.
– Do Not Give Away Your Gift. The number of “freebies” you may be tapped for will differ depending on what you’re selling, but you’d be amazed at the number of people who try to get something for nothing. Do not give away your gift. Again, do not give away your gift. If you provide a service (like floral design); reducing prices for an acquaintance undercuts your entire market. As one of the savviest business women I know says: “you’re creating a race to the bottom” if you’re not pricing your goods/services appropriately. Know your worth, charge your worth and keep firm to your boundaries.

Alright – so let’s talk business. Tell us about Electric Deco Flowers + Design – what should we know?
I specialize in bespoke floral design for weddings and events. I prefer to flower small events and weddings, as I can really focus in on the design rather than producing as many arrangements as possible. I provide a range of services from pick up bridal bouquets to full-service installation. I also offer design services; which ensures that an event has a consistent (and gorgeous) aesthetic. I cannot stress enough that there are many talented florists in the Houston area, and I’m lucky to count myself among their ranks. In terms of what sets my business apart is the fact that I only focus on a limited number of weddings a year, which allows me to really focus on the couples’ needs.

Which women have inspired you in your life?
My Mother. My mother is the most compassionate, kind and determined woman I’ve ever met. She’s also one of the hardest workers I know. She partners with my father to run a few furniture stores and works six to seven days a week. She has also ALWAYS worked to ensure I had as many opportunities as possible to learn new things and become a more well rounded human beings. She has taught me not to shy away from challenges, but to embrace them. She is also my biggest fan!

Audre Lorde. Audre Lorde’s writing really helped me shape my perspective on the world, and how women (particularly women from diverse backgrounds) interact and can lift each other up. She is the sort of intersectional feminist that I strive to be.

Kelly Sullivan of Botanique Flowers in Seattle, WA. I had the opportunity to spend an afternoon with Kelly in her cutting garden. It was one of my first floral design lessons, and what she taught me has stuck with me since the beginning. She is truly generous with her spirit and her talent. She was super transparent with me and was very clear in her vision for her business. She understood her brand identity and doesn’t try to conform to someone else’s ideal. She is truly a beautiful genius!

My friend, Amanda. Amanda is the sister I never had. She is smart, kind, fiercely loyal, and the best sort of friend. She will hold your hand when you’re down, while also helping to pick you back up. She is a High School Principal and holds her staff and students to some of the highest standards I’ve ever seen. She really and truly believes that if you set high expectations for people and support them in meeting them; the sky is the limit. Her humor, grace, and ability to roll with the punches is beyond admirable. Everyone should have a friend like Amanda.

Contact Info:

• Website: www.electricdecoflowers.com
• Phone: 908-675-0499
• Email: stephanie@electricdecoflowers.com
• Instagram: https://www.instagram.com/electricdecoflowers/
• Facebook: https://www.facebook.com/electricdecoflowersanddesign

Image Credit:
Joseph West Photography, Endless Exposure, Two Pair Photo, Two Pair Photo, Apryl Ann Photo

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