Creative Light.
A+V had the sincere pleasure of speaking with florist extraordinaire Michelle Selko-Cohen and we felt transported to magical gardens of her creation. What do fairies, butterflies, and bunnies have to do with your wedding florals? Everything, if you ask Michelle. We’re delighted to share with our readers our extensive interview and many images of her ethereal and whimsical arrangements and all the thoughtfulness and inspiration behind them. Enjoy!
Tell us about Creative Light and how did your journey begin?
Creative Light is a boutique floral & event design company specializing in organic movement, ethereal and English garden-inspired floral design. We allow the flowers to flourish, bloom and speak for themselves, curating moments that are inspired by love, nature, hope and light. At Creative Light we are always beyond grateful for the opportunity to work with our incredible clients and bring their florals dreams to life and their wedding planning dreams to the most magical reality. We pride ourselves on our passion, creativity, and genuine kindness that we bring to every project we take on.
Our goal is not only to create a beautiful event for our clients but also to help them find their own creative light and inspire them to bring their unique vision to life. We believe that our clients are not just customers but dear friends, and we cherish the relationships we build throughout the planning & floral process. We pride ourselves on our honesty, compassion, and loyalty to our clients. We believe that building a strong relationship with our clients is essential to creating an event that truly reflects their personality and style. Whether they have a clear vision in mind or would like us to take the reins, we are here to support and guide our clients every step of the way.
My childhood unfolded within the serene embrace of a charming English-style cottage nestled amidst the rolling hills of Agoura. Weekends were painted with the image of my mother tending to our garden, where fragrant roses and flourishing ivy adorned our home. Her gardening rituals were a source of solace, infusing within me a sense of comfort, hope, and tranquility. Witnessing the miraculous transformation from tiny seeds to vibrant life forms instilled in me an immediate appreciation for the beauty, vitality, and profound meaning flowers bring to both home and heart—even amidst life's most trying moments. College classrooms failed to ignite the excitement, joy, and passion I sought. Seeking a more hands-on educational approach, I embraced an internship offer at a wedding planning company—a step I couldn't resist. It was a realm where the art of planning, design, and the privilege of realizing people's most cherished and meaningful moments resonated deeply with me.
Among diverse experiences with different planners, my heart incessantly gravitated towards the flowers at each event. That same warmth, ease, and hope reminiscent of my childhood garden beckoned me. My journey led me to intern with florists and work in a flower shop, enriching my knowledge. Yet, I often found myself yearning to create differently from what conventional teachings prescribed. It was then I recognized the call from within—the need to heed the faint voice in my heart and embark on my unique path as a designer.
Listening to that inner light birthed Creative Light—an initial seed that flourished into something I'm profoundly grateful for and incredibly blessed to nurture.
How would you describe your creative aesthetic?
The aesthetic of Creative Light embodies an ethereal, whimsical, and organic essence that harmonizes with the natural way that blooms dance while capturing the feeling of ease and calmness as you would have walking through an English garden. I always laugh and say that I feel the way I create allows fairies, butterflies and bunnies to hop around and embrace the beauty of the nature that surrounds them. I simply want people to feel that the natural way a flowers curves, blooms, and flourishes is the exact way it should stay .
What are the services do you offer?
At Creative Light, we offer a range of services, including full scale floral design for wedding, intimate gatherings and an array of special events, event and wedding design, styling, coordination, full-scale planning, creative direction, photoshoot styling, and any moments that need the magic of florals. Our team is open-minded and always up for a challenge, excited to bring our clients vision to life in the most magical and meaningful way possible.
Where are you based? Do you also travel for events/weddings?
We are based in Los Angeles , California but I always say “we will go where the flowers and love is being called“. Traveling is a blessing of its own - being able to travel for florals and planning is an honor that should be cherished.
Tell us about your creative process from initial conversations up until the event / wedding day.
I believe in initiating the Creative process by deeply understanding our clients who choose to connect with us. Given the abundance of incredible floral designers and wedding planners, every connection is invaluable, and I approach each inquiry with genuine gratitude. We start by sending our clients a detailed questionnaire. We reassure them that they needn't have all the answers, but any insights they can provide are immensely helpful to kickstart the design journey.
Once our clients complete the questionnaire, we craft a proposal to elucidate our services and pricing. After they feel comfortable with the proposal, we schedule a Zoom or phone call to delve deeper into their queries, inspirations, and personalities. We collect their inspiration photos and strive to genuinely understand their vision, ensuring we can bring their dreams to life as magically as possible.
Subsequently, we create a design deck showcasing color palettes, flower selections, and the envisioned arrangement of elements on their special day. Then comes a pivotal moment—an in-person or virtual mock-up meeting where we meticulously craft a full-scale replica of the floral arrangements for their wedding. This moment is profoundly special as they witness firsthand the amalgamation of colors, various bloom types, and how everything enchantingly converges.
I make it a point to reassure my clients that I'm here for them at any hour, ready to address their queries or entertain a sudden change in their vision, even if it's at 3 AM. It's essential for them to feel at ease throughout this magical time. I aim to alleviate any stress because this period should be the most enchanting phase of their lives, and I aspire for every moment to resonate with that same magic.
What advice do you have for couples when choosing the style of their event?
When it comes to advising clients on choosing the style for their events, I always emphasize that it's their day, unique to them and no one else. Towards the end of our questionnaire, I pose a spontaneous question: “What are the first three words that come to mind when envisioning your special day? Answer quickly, without hesitation”. This prompt encourages people to let their hearts lead, bypassing the habitual overthinking that our minds tend to do. The abundance of social media images can sometimes sway clients towards what's ‘trendy' rather than what truly resonates with them.
I stress the importance of those three words because they represent their genuine desires. These words become our guiding star, helping us shape the perfect design that aligns with their heartfelt aspirations. In cases where clients aren't entirely certain about their preferences, I engage in a conversation about their sources of inspiration and what captivates them in life. Understanding their inspirations aids us in discovering their design inclinations and enables us to craft an experience that truly reflects their vision.
Do you find couples are increasingly interested in sustainable weddings? How do you incorporate sustainability into your work?
It's fantastic to witness a shift towards sustainability in events, especially concerning floral arrangements. Repurposing ceremony florals for the reception has become increasingly popular in recent years. Clients are eager to avoid the feeling of wastefulness that comes with discarding these stunning blooms after a brief ceremony, considering the effort each individual stem took to reach its final destination.
This trend resonates deeply with me because it extends the lifespan of the flowers throughout the entire wedding. It's a joy to orchestrate the movement of these beautiful florals from the ceremony to the reception, strategically placing them to captivate guests as they transition between wedding spaces. It's these moments that showcase the flowers' endurance and the significance of their reuse—a testament to sustainability and the appreciation of their beauty beyond fleeting moments in the wedding.
I love seeing the seamless transformation of these florals, giving them multiple opportunities to shine and adding a touch of enchantment to various corners of the celebration. It's a wonderful way to honor the flowers' journey and make each part of the wedding more visually stunning and meaningful.
Professionally or personally, what inspires you?
Life's transformative moments have sculpted me into a version of myself I cherish. These beautiful encounters flood my soul with an illuminating light, while the hurdles I've overcome have unveiled the reservoir of strength within me. Throughout it all, flowers have remained my sanctuary, a constant source of solace.
My deepest connection lies in nature—it's my ultimate muse, an endless wellspring of inspiration. Within its nuances lies a wealth of often unnoticed beauty—the painted hues of a sunset, the gentle whispers of leaves, the balletic flight of butterflies in the sky, the ocean's salty scent, and the rhythmic dance of waves etching stories on the sand. Even in the darkest corners, the sun's warm embrace and the way it fills the world with light sing to my soul and serve as my profound inspiration. I find it challenging to create during the night; my creativity thrives in the light of day, which ignites the creative flame within me. The way sunlight caresses mountains or the warmth that floods my heart—these are my guiding lights.
What trends are you loving at the moment?
One of the trends that captivates me the most is the concept of overgrown floral design with just three or four key elements. I find joy in utilizing a limited selection of special blooms and arranging them in a monochromatic manner, allowing these blossoms to overflow from their vessels. Clients have embraced this style, relishing the sense of unstructured beauty where flowers stand on their own, radiating their inherent charm and grace.
What can we expect from Creative Light in the future?
I envision Creative Light blossoming further, holding steadfast to our design ethos of letting flowers speak their natural language and refraining from imposing unnatural placements. I aspire for us not only to continue curating stunning floral designs for events and weddings but also to establish a storefront accessible to the public. This space would invite clients, customers, and floral enthusiasts to explore and cultivate their passion for floral design, offering opportunities to learn and grow amidst the beauty of fresh blooms. It's my hope that this sanctuary becomes a serene haven, a place where people find solace in nurturing blooms and mastering the art of creating floral enchantment.
Looking ahead, I dream of extending our magic beyond borders, venturing into other countries to serve clients and craft designs inspired by the unique offerings of these special places.