Sarah Winward
Sarah Winward is a floral artist and event designer based in Salt Lake City, Utah, known for her natural, seasonally inspired flower arrangements. Featured in Martha Stewart Weddings, New York Times Magazine, and named Top Florists in Vogue, Sarah specializes in destination weddings, creating flowers that evoke the beauty of freshly gathered garden blooms and celebrates their natural diversity and unique imperfections. Having worked in a variety of settings around the world, Sarah believes flowers should always feel connected to the space they occupy. She carefully sources blooms that fit the vision for each event, often incorporating locally found materials to create designs that blend seamlessly with their surroundings.
For Sarah, each floral arrangement is more than just a decorative piece; it’s an immersive experience. She enjoys working closely with couples to craft custom designs inspired by their personalities, the season, and the local environment. Every bouquet or centerpiece is carefully layered to create beauty that can be felt as much as it is seen, inviting guests to engage with nature in a deeper, more meaningful way.
Show Notes
Image by M K Sadler
Sarah’s aesthetic has been a journey and continues to evolve. It’s ok to change and find new ways to grow your look.
Look at your designs and planning as a way for your clients to connect to nature. So many people don’t have that luxury.
Stay in your lane. Sarah really loves flowers and prefers to be part of the collaboration on an event, but wants to be able to focus on the flowers and finds that rewarding.
Carve out extra time to visit nurseries, find local landscapers, or perhaps foraging areas, especially when working with a destination wedding.
When working with super delicate flowers, plan to have extra. It’s important to realize that some flowers just have limitations and you have to make allowances for nature.
I loved it when she says that when working with clients, she tries and sells them on the experience she’s creating. More than just flowers.
When discussing budget, it’s important to cut in areas that don’t need a statement. Allowing a larger focal piece or show piece to create that wow moment for your guests. That will be memorable.
As your business changes it’s important to continue to evaluate where you are and make the necessary changes. Don’t wait till the end of the year.
Doing mock-ups for wedding clients is really more helpful than inconvenient. You can avoid a lot of possible problems with color or style before the special day.
Follow what you love and try looks and designs that feel right for the kind of business you want to create. Don’t put yourself in a box, this is an art
