We were lucky to catch up with Marina Allen recently and have shared our conversation below.
Marina, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
Even when I was still living in Russia, I remember helping a friend with her wedding flowers, and I realized how much I enjoyed it. Flowers had always brought me joy, but at that time, I was working in a completely different field.
When I moved to America, I started thinking about what I could do that would bring me true fulfillment. It wasn’t about starting a business or making money — I was looking for something that would make me happy. Reflecting on my past experiences, I remembered how much I loved working with flowers. That’s when I decided to explore floristry, and over time, what started as a passion grew into a business where I now get to create beauty and bring joy to others.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
Hi, I’m Marina, the owner of Malina Flowers in Austin, Texas.
When I moved to the U.S., I wanted to do something I truly enjoyed. Back in Russia, I once helped a friend with flowers and realized how much I loved it. Even though my career was in a completely different field, I decided to follow my passion — and that’s how Malina Flowers was born!
At Malina Flowers, we offer same-day delivery across Austin.
What sets us apart is our unique European-inspired design. Our style is all about natural elegance, carefully combining colors and textures to create arrangements that look effortless yet sophisticated. This design approach is becoming a trend, and many are looking to recreate this timeless look.
We work only with the freshest flowers from the most elite farms, ensuring that every arrangement is of the highest quality. Each bouquet is meticulously crafted, checked from every angle, and approved by both our lead florist and manager before it leaves our studio.
Our florists go through a year-long training program to perfect their skills, and no bouquet is sent out without a final quality check.
We care deeply about our customers and want each bouquet to be more than just flowers — we want it to create emotions and memories that last forever.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
1. Creativity, Attention to Detail, and Always Surprising the Audience
Creativity is at the core of floral design. It’s about combining colors, textures, and shapes in a way that captures emotion and tells a story. I’ve learned that paying attention to the smallest details — ensuring the arrangement looks stunning from all angles — sets a great florist apart. Additionally, I believe in the power of surprise! Creating unexpected, breathtaking designs keeps clients excited and engaged. For those starting out, I’d recommend constantly exploring new trends and techniques to keep your work fresh and memorable.
2. Building Relationships and Engaging Through Social Media
It’s not just about selling flowers — it’s about creating an emotional connection with clients. Listening carefully to their needs and translating that into personalized arrangements builds trust and loyalty. Equally important is maintaining an active and engaging presence on social media. Platforms like Instagram help showcase your work, attract new clients, and build a community. For beginners, I suggest regularly sharing behind-the-scenes content, customer stories, and showcasing your creative process to connect with your audience.
3. Time Management, Organization, and Staying Consistent
Managing a floral business requires staying organized and delivering on time while maintaining high-quality standards. Whether it’s sourcing fresh flowers, arranging bouquets, or managing deliveries, efficiency is key. I’ve learned that having clear systems in place helps ensure smooth operations. For those just starting out, I recommend creating workflows, setting realistic deadlines, and maintaining a detailed calendar to stay on track.
Advice:
Embrace creativity, connect with your audience, and stay consistent in your quality and communication. Over time, these skills will help you build a recognizable brand and a loyal client base.
Alright so to wrap up, who deserves credit for helping you overcome challenges or build some of the essential skills you’ve needed?
I would say that my husband has been the most helpful person in my journey. He has always supported my ideas and encouraged me to take risks, even when I doubted myself. His belief in me gave me the confidence to start my floral business and continue pushing forward, even during challenging times. He’s not only been a source of emotional support but also a sounding board for new ideas and strategies. Having someone who truly believes in your vision and is there through all the ups and downs makes a world of difference.
Contact Info:
- Website: https://malinaflowerstx.com
- Instagram: malinaflowerstx
- Facebook: Malina Flowers
- Youtube: @MalinaFlowersTx
Image Credits
Olexiy_kryvych
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