MEET CAROLINE O’DONNELL OF WILD FOLK STUDIO

‘Hi, I’m Caroline, the self-taught floral designer and stylist behind the Boston based, artisan floral studio Wild Folk. I offer floral styling for weddings and events big and small, and local floral deliveries.  Wild Folk is an environmentally conscious studio; using in season flowers and buying blooms from local farmers and growers whenever possible. I also deliver most of my floral arrangements on foot or public transportation.   

Thanks so much, Janie, for having me!’   

TBC:  What’s a typical day like for you?

Caroline:  A typical day for me is usually quite long. I wake up around 7:00 AM, take my puppy Bear out for a walk and grab a coffee. Then I’m off to the flower market around 7:30 AM. I spend the rest of my morning arranging flowers for the deliveries I have scheduled for the day, and try to answer a few emails. Then I hop on public transportation to hand-deliver my blooms. When possible, I prefer not to drive, so most of my deliveries are done by public transit or by foot, if it’s close enough.

Once all my deliveries for the day are done, I switch gears for a few hours to my other job. I also serve as the Director of Communications for a sustainability non-profit here in Boston.

In the evening I transition back to Wild Folk, either meeting with one of my wonderful brides or a potential client, writing proposals, and planning out a delivery schedule for the next day of deliveries.I break for dinner and some quality time with my significant other, Mark, when he comes home.

Before the night is over, I head back to work finishing up any loose ends and try to get a blog post written. My head hits my pillow around 1:00 AM, if I’m lucky.

TBC:  Describe your client?

Caroline:  My clients are typically down-to-earth and think outside the box. They have a vision, but allow me creative freedom to take that vision to the next level and bring it to life.

Caroline:  In nature. I love incorporating elements of my surroundings into my arrangements. I am continually inspired by the New England seasons.  

TBC:  Name one of your favorite “vendor” sources that you just can’t do without.

Caroline:  Jacobson’s Floral, right next to the Boston Flower Exchange, has everything a floral designer could ever need. I am there almost every day.

Caroline:  I have an eclectic garden aesthetic. I like my blooms lush and wild. I gravitate towards mixing textures.  

TBC:  What wedding trend would you like to see disappear?

Caroline:  This is a tough question, because really, it’s all about personal opinion and style. What I think may be overdone, a bride might love. Mason jars are one example. I love mason jars, but you see them all over every wedding blog. I think it’s important, that if you want to use a popular trend for your wedding day, you find a way to make it different, make it your own.

TBC:  To date, what has been the highlight of your career?

Caroline:  Booking my first big event was the absolute highlight so far. It’s when I realized that I am actually making this of mine dream happen. It felt unreal, and there may have been a few tears.   

TBC:  What was your “big break”?

Caroline:  DailyCandy wrote an article about my local delivery services; it opened many doors for me, and I am so incredibly grateful.

Caroline:  Work hard, really hard, and stay true to your design style. It seems so simple, but it’s not as easy as it seems. Don’t design based on the latest trends, or what you think your clients want to see. If you stick to what you are good at, you will attract the right clientele for you.  

TBC:  When I’m designing, I love to light my candles and play “old school” music.  Do you  have a ritual that you like to do when designing?

Caroline:  Music is always playing in our house, especially when I’m creating arrangements. Lately, Frightened Rabbit has been on repeat. I also find I tend to sit on the floor when designing.

Caroline:  I love making the floral vision come to life. You spend weeks and months planning with your clients and there is something magical about seeing it all come to fruition. I also love seeing the look on the brides face when I bring her, her wedding bouquet.   

Caroline:  I’m in shock everyday that I’m living my dream, so hopefully I won’t have to make a change, but if I had to, I would continue my work in sustainability and the environment.  

Caroline:  Wedding weekends are hectic, but undoubtedly a blast. I only book one wedding per weekend. I like to give my clients 100% of my attention on their big day. I have brilliant and creative friends that help me make a wedding happen. We work together ensure the designs are perfect, and that all arrangements safely make it the event. We spend as much time as we can setting up the flowers exactly how the couple and I envisioned. We pay close attention to every detail. Once we’re done, we celebrate!

Caroline:  Coffee, for sure.

TBC:  Do you prefer blogs or magazines?

Caroline:  I love both, but it’s nice to step away from the computer and read a good magazine.

TBC:  Chocolate or Vanilla?

Caroline:  Chocolate.

TBC:  And, I have to ask…what’s your favorite flower?

Caroline:  Well, today it’s Hellebores. It may change by tomorrow.