Dawn Weisberg
Tularosa Flowers
Dawn Weisberg is the owner and flower mastermind behind Tularosa Flowers, an award winning luxury wedding design company located in Southern California. Dawn's style is an effortless maximalism combining Old World European style with bold California color. In 2023 Tularosa Flowers was named one of the top 50 Wedding Florists in North America by Florist Review Magazine and top 5 Wedding Florist in San Diego by California Wedding Day Magazine. When it comes to floral design, Dawn believes in creating a sense of wonder and amazement for her clients events.
"Flowers have the power to heighten emotion and inspire the memories that color our lives.”
Tularosa Flowers's owner chose to pursue her genuine passion for flower design after a successful career in film and television that spanned twenty years, during which she designing everything from costumes and sets for Film, Theater, and TV in LA and NYC, to two nationally distributed lingerie lines, commercial design for restaurants and private residences, and landscape design before founding Tularosa and embarking on her flower journey.
Image by levie_photography
Dawn received her Master's Degree in Theatrical Design from New York University's acclaimed Tisch School of the Arts. Her schooling was based on European Classics. She studied fine art in Italy and apprenticed in a Costume and Mask Studio in Venice. Dawn's distinct and unique perspective on life and flowers along with her breadth of expertise enables her to offer a visionary edge to her work and clients
Nowadays, Dawn brings nature's beauty to life by applying a cinematic viewpoint to floral and wedding design. Dawn combines her theatrical design background with her love of nature, haute couture, art and architecture to create one-of-a-kind immersive transformational experiences for her clients.
Image by levie_photography
Through her self-built flower company Tularosa Flowers, Dawn looks to exhibit the exquisite perfection of each petal in her floral designs. Tularosa’s wedding styling and floral design have been featured in all of the top wedding publications, including Martha Stewart Weddings, Style Me Pretty, Once Wed, The Knot, Brides, Ruffled, Green Wedding Shoes, California Wedding Day, Inspired by This, 100 Layer Cake, June Bug, Wedding Chicks, Hey Wedding Lady, Smashing the Glass, and the Gay Wedding Guide, as one of the nation's top and premier floral designers. Dawn has appeared as a wedding trend expert on CBS and FOX, marking an impeccable and outstanding point in her floral career.
Image by levie_photography
Show Notes
It’s ok to start your business utilizing your resources and what you have available to you. You may have to make some adjustments till you can make certain investments, but that’s ok.
Treat people with kindness, from your employees to your vendors and especially to your clients.
You have to show the work that you want to create. It allows your clients to see that you are able to create the moment that they are looking for.
Dawn won’t post, tag, or pin any of the work that she doesn’t want to do. It’s so important to only put out the images and photo shoots that you want to do more of that work.
Styled shoots were a key to growing her business. Don’t be intimidated by the process or by being told no. Think of it as one of your auditions.
It’s our job as a florist to educate your clients about what would fit in their budget and what flowers would achieve their desired look that fits.
There’s enough negative energy in the world trying to mess with our mind and our attitude. We don’t need to add more negativity and let comparison rob us of our joy or ambition to grow our business.
It’s important to educate yourself on different styles of photography. When summitting a shoot try and do some research and learn what a publication might be looking for in the styled shoots they publish.
Understand where you are in your journey and don’t compare yourself to others that are years down the path.
