Owner and professional floral designer of Jennifer Designs, Jennifer Reed creates spectacular floral designs for weddings and events in her home base of South Jersey, often traveling to nearby cities like Philadelphia. Discerning brides specifically request her, because they know the true value of her work and her ability to design floral art that enhances a wedding style. Her clients love to rave about how she goes above and beyond with every little detail and how intuitively her floral designs complement their wedding style.
When I’m fortunate enough to work with a talented wedding professional like Jennifer that prioritizes her clients as much as her passion for her craft, I want to share the inspiration with everyone around me! So I asked Jennifer to share more about herself and her journey to becoming a remarkable floral designer and respected business owner.
My Experience as a Wedding Photographer Working With Jennifer Designs
I had the pleasure of photographing an intimate wedding in downtown Philadelphia at Talula’s Garden and the gorgeous floral designs Jennifer created. Jennifer collaborated with another floral designer to transform the already romantic space into this gorgeous, enchanting garden wedding specifically designed to fit the bride and groom’s style. She had even added small floral details inside the restaurant spreading the wedding to every part of the venue. Jennifer Designs has earned an impeccable reputation among brides and the wedding industry – and with good reason!
Jennifer Reed: Raised on Creativity and the Floral Business
Growing up in Cape May, Jennifer spent her early years surrounded by creativity and her father’s shop, Lavender and Lace in New Jersey. Since then, Lavender and Lace has become a landmark in the Gloucester County area and retained the business values that guided their success and influenced Jennifer’s understanding of the responsibility a business has when it comes to quality and customer service.
What is your story? How did you get started?
I grew up in Cape May and spent my summers and weekends in my father’s shop where I was surrounded by flowers and creative people. I would slowly pick things up while trying not to get in the way. I’ve been designing professionally for over 15 years. I LOVE creating whether it be painting, collaging, sketching and of course what comes naturally to me… floral design.
Do you have training?
While in college I explored many options but of course I was led right back to Design. I received my BA in Art at Rowan University and studied color, design and business. I don’t believe I would be the designer I am today without my degree. Before graduating college, I stumbled upon an opportunity to open my own shop and started a successful business doing weddings and events.
“I LOVE creating whether it be painting, collaging, sketching and of course what comes naturally to me… floral design.”
What is your process for designing the florals for a wedding or event?
Potential clients fill out a quote request, then I develop a preliminary proposal based on the information they gave me. The proposal is used to show the florals and supplies I am incorporating to achieve their desired look and if the client would like to meet, we will setup a time to discuss things further. A lot of time and care goes into these beginning steps because they are the foundation so they rest of my job goes smoothly and that my client’s vision is understood.
Roughly 2-3 weeks before the event, I order florals + supplies and receive them Tuesday of that week. The first 2 days are cutting and processing the flowers along with prepping centerpieces (the very unglamorous part). Each Day leading up to the event I have a set to do list to accomplish all my designs. I usually like to design my Bridal Bouquets first because I pick the nicest blooms and it sets the tone for the rest of the wedding.
“I usually like to design my Bridal Bouquets first because I pick the nicest blooms and it sets the tone for the rest of the wedding.”
The morning of a wedding, I’m usually a bundle of nerves no matter how many I have under my belt. I generally like to arrive at the Bride’s at the same time or before the Photographer arrives so they can start getting detail shots. Following that, I head straight to the ceremony site and then the reception. In some cases I have to go back to the reception venue to pick up any rentals or to help break down.
“Then I go home and pour myself a large glass of wine!”
Jennifer’s Best Advice for Brides, Her Favorite Venues, and What She Looks for in a Client
What are your tips to having a stress free wedding?
Trust your vendors. You chose them for a reason.
Who is your ideal client?
Ideally I would love my client to share my love for flowers and to understand the important role they play in their event.
Where is your favorite venue and why?
Oooooohhh, this is a hard one… I love so many of them for different reasons. I’ve been so fortunate to design in some gorgeous sites and so many of them have such wonderful staff. I love Congress Hall, Cape May for its location and decor, also the over-the-top grandness of the Hotel DuPont in Delaware. I also adore the beautiful light and gorgeous views at Trump National, Pine Hill, NJ… but if I have to pick my current fave, it’s Everly at Railroad, Tuckahoe, NJ just because of the sheer awe I have for the venue and owner. This gorgeous and eclectic Avant Garde site has so much thought and care put into every detail.
What would you want to share with prospective future clients?
I’d like to share that I understand how important this day is to them, and how much I appreciate them allowing me to be part of it. I give 200% to my clients and they not only get a floral designer but a friend.
Do you have a favorite flower?
Sunflower.
How Jennifer Currently Spends Her Time
Do you do florals for other events other than weddings?
I focus on weddings but I also do several types of events: mitzvahs, showers, anniversaries, but I also still do freelancing for my father’s business dealing with everyday designs as well. In addition to this, I also do home and hotel holiday decorating.
Where are you based out of and how far do you typically travel for events and weddings?
I’m based out of South Jersey, roughly 25-30 minutes from Philadelphia. I usually travel in about a 2hr radius, but I am willing to travel further and one day, I would love to do an event design on location.
Where is your favorite place to travel to near or far work or play!?
I always love to go home to Cape May, it’s truly where my heart is. I not only get to visit my family and friends, but it’s my happy place where I can clear my head.
