Emily Pennington on Life, Lessons & Legacy

Emily Pennington shared their story and experiences with us recently and you can find our conversation below.

Hi Emily, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What is a normal day like for you right now?
A typical day for me is a mix of beautiful chaos. One moment I’m unloading buckets of flowers that weigh more than I do, the next I’m designing a giant wedding arch or planning our next big shop event. Somewhere in between I’m answering emails with one hand and making a bouquet with the other. It’s messy, creative, and nonstop — but it’s also full of those little magical moments that remind me why I love this work. No two days ever look the same, and honestly, I thrive on that kind of whirlwind.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Emily, the owner of Asteria Florals — a flower shop and wedding studio in Sacramento where we believe flowers should feel alive, intentional, and a little bit magical. What makes us different is that we’re not just creating pretty arrangements, we’re building experiences: from large-scale weddings to intimate flower classes to our monthly SUNDAY coffee pop-ups. My story is rooted in wanting to create a space that feels like a third home for people — a little wild, a little romantic, and always welcoming.

Great, so let’s dive into your journey a bit more. Who were you before the world told you who you had to be?
Before the world told me who I had to be, I was a kid with my nose always in a book. Reading was my escape — I loved disappearing into other worlds and imagining what else might be possible. Somewhere along the way, I traded that imagination for a corporate career and the idea of ‘success’ that came with it. My pivot came during Covid, when I was finally released from that world and given the space to ask myself what I really wanted. The return has been powerful: I get to merge my creativity with everything I learned in the corporate world, and together that allows me to build something that feels both magical and intentional.

What’s something you changed your mind about after failing hard?
I’ve always said that failing is a social construct — you’re the only one who gets to define it. For me, one of the hardest so-called ‘failures’ was walking away from a corporate career I had invested years into. At the time it felt like losing everything I had worked for, but over time I realized it was actually the beginning of something bigger. What I changed my mind about is this: failure isn’t an ending, it’s just information. It shows you what’s not working so you can pivot, redefine success on your own terms, and keep moving forward.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
One of the biggest lies in the floral industry is that we’re all in competition with each other — that there’s only so much work, so much success, and so many clients to go around. The truth is, there’s space for all of us, and community will always take you further than competition ever could. I’ve found that when we share knowledge, resources, and support, everyone grows. Flowers are about connection, and the way we run our industry should be too.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. If you knew you had 10 years left, what would you stop doing immediately?
Honestly, nothing. If I only had 10 years left, I wouldn’t change a thing — and I think that’s how it should be. You shouldn’t live a life you’re unhappy with just because you assume you’ll have more time later to fix it. Every season of life deserves joy, purpose, and presence. I’ve worked hard to create a life that feels good now, not one I have to wait for.

Contact Info:

Image Credits
https://www.morganalanna.com
https://allexacrosson.com

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