Say It With Flowers! Meet Caroline, Owner of Caroline James Floral
"I am a creative, I am a people person, and someone who loves beautiful things—and I think florals just kind of ties all of that into a bow."
The scent of sweet flowers filled the air as I observed Caroline James thoughtfully curating the floral arrangements she was preparing to deliver. With Thursday being flower delivery day, she invited me alongside her for an afternoon drive to hand-deliver the beautiful bouquets she had so lovingly prepared. As we began driving through the winding streets of Austin, I found myself in a delightful conversation with Caroline, the creative inspiration behind Caroline James Floral. With her infectious enthusiasm and a knack for storytelling, she recounted the special, defining moments that led her from a corporate career to becoming a thriving florist in two vibrant regions—Austin, Texas, and the Rocky Mountains of Colorado.
With excitement and curiosity, I started our conversation by asking Caroline, “Why did you decide to start your business, and how does what you do align with who you are?” Pausing to gather her thoughts, she said, “At the end of the day, if you were to ask me who I am, I would say I am a creative, I am a people person, and someone who loves beautiful things—and I think florals just kind of ties all of that into a bow."
"If you would’ve told me a few years ago that I would be a florist owning my own business, I would NOT believe you, and would probably laugh too!" Caroline chuckles, reminiscing about her unconventional start. “In actuality, I have not spent my whole life dreaming of doing what I’m doing,” she laughed. “I tell people I think it’s the BEST happy accident that has ever happened in my life!”
Her journey began serendipitously, as she tells it. “How did you find yourself in the flower shop?” I asked. Caroline mentioned to me that when she moved to Austin, she happened to live right across from a floral shop where she could see the shop just outside her window. “I would just walk into Austin Flower Company, peruse, and drop entirely too much money on flowers! Then I would take them home and arrange them for fun,” she said, smiling.
“I used to buy my grandmother flowers from the grocery store for holidays. She always said she didn’t want anything that she would have to get rid of one day, that she only wanted things that can be used up, so I was like, GREAT, you're getting flowers!” she said, laughing. “I did that for years, and one year specifically, I decided to make her a more personable arrangement for Christmas.” With joy and encouragement from her family at the stunning arrangements she created, Caroline's business grew from this special place, evolving into something bigger than she would have ever imagined. “It just snowballed,” she said, “and I feel like a lot of things in my life lined up at the right time for me to be able to step into this.”
From there, as Caroline's family began asking her to make floral arrangements for various celebrations, she began doing deliveries solely for her family. “It was fun!” she said. “At the time, I was working full time doing operations for a fitness company, which was entirely the wrong fit.” The pivotal moment arrived when Caroline, amid her corporate job's discordant demands, seized an opportunity to arrange flowers for a colleague's wedding, a 150 person event at Laguna Gloria. Caroline initially told her, “Hey, I don’t have a business, not really a florist... but, I’ll do your wedding florals, and I’ll probably give you the best rate that anyone would ever give you, because I’ve never done a wedding before!”
“Leading up to that day, I had so much imposter syndrome,” she confesses. I had no idea what I was doing. I think I must’ve cried like 20 times! I told myself, 'I just have to get through this; I’ll never have to do another wedding again!' Then, the wedding day came, and surprise! I loved it! I was thriving. I loved the rhythm and seeing the final product come together. All of the 'impostor syndrome' I had during the months leading up to it just melted away.” She thought to herself, “I’m obsessed with this–this is my dream job.”
From that milestone, Caroline's reputation blossomed through word-of-mouth referrals. People started asking her to do their weddings, and soon, Caroline's 'side hustle' became a thriving business. Balancing her blossoming business with the security of her corporate job proved challenging until fate intervened in 2022 with a corporate layoff. "I was sad to leave my team, but deep down, I was relieved," Caroline admits. It was the opportunity she needed to fully commit to her passion.
“So, you called it a 'happy accident!’” I said, smiling at the expression she had used before. “Explain that… who was in your corner, and who can you turn around and thank? Who has been supportive throughout this journey?”
"I am really fortunate to have a family that enables me to trust my gut and be bold in decision making, even if it doesn’t fully make sense,” she said, her eyes gleaming with appreciation. “To this day, my whole community, friends, and family are very supportive and order flowers from me. They’ll come out, freelance, and help set up tables at weddings. They want to show their support tangibly and verbally, and it's really sweet. I'm really grateful for it.”
Transitioning from stable employment to the unpredictable world of entrepreneurship wasn't without its negatives. Caroline acknowledges the fears she had as she processed leaving her corporate job. She is immensely grateful that what could have been a shocking downfall turned into one of the best decisions that could have been made for her future.
When I asked Caroline what advice she would give to those who are dealing with the fear of the unknown, she took a moment to reflect and said, “I feel like the biggest piece of advice that I could give would be realizing the first couple years are always really hard, but, I’m sure it’s hard after the first couple of years as well. There’s always work to be done, and it is up to you to ensure that it happens. You have to wait for the payout. Knowing that is a big piece of it, which is scary.” Caroline also advises entrepreneurs to focus on finding mentors in their craft who have done the same thing and to learn as much as you can from them.
“I was really fortunate to be able to start my career freelancing a lot for other florists around Austin and had some really incredible mentors in the community that I still hold really close to this day,” she shares. “I have learned so much from them and was able to make decisions for myself based on certain experiences they had, as well as certain advice they were willing to give me.” In finding a mentor, Caroline suggests finding others’ work that you admire, being bold, and reaching out to them. “Some of my flower friends that I really love and hold really dear, I DM’d on Instagram. I was like, 'Hey! I would love to come out, if you ever need hands, let me know!' and it just goes from there,” she says.
Reflecting on her growth, Caroline muses on overcoming imposter syndrome—a hurdle familiar to many starting out in new ventures. "I feel like when I first started out, that pressure really sat on my shoulders.” She admits that she would often tell herself, “'okay, I'm not qualified for this; I'm not fit for this,'” but the more she worked around other people, the more she realized the reassuring reality that everyone, to some extent, has felt that way as well. “You will always be your toughest critic,” she stated. Caroline shared with me how, with every wedding and event, she grew in confidence. She emphasized how surrounding herself with mentors and a supportive community helped her silence those doubts.
Caroline's approach to her craft goes beyond creating beautiful arrangements; for her, it's about forging meaningful connections. “I think one thing that I really value within my industry, specifically my work, is that I really value personal connections with others. At the end of the day, the work will get done, and it will be done well. If there's a mark that I leave on the industry in my little corner of Caroline James Floral, I just want to be able to enjoy time with the people around me.”
Upon arriving at our floral delivery destination, I ask, “is there anything you want anyone to know about? Any upcoming events or something you're looking forward to?”
She smiles enthusiastically. I opened a market in Colorado, and am starting up there this summer [2024], so I am excited for that! I love getting to do what I do. I love getting to meet new vendors, and working alongside other creatives, so, if you want to do any fun projects, hit me up!”
For those intrigued by Caroline's floral artistry, you can connect with her on her website at CarolineJamesFloral.com or follow her floral adventures on Instagram @carolinejamesfloral. Whether you're planning a wedding or simply seeking to brighten someone's day with a thoughtful bouquet, Caroline James Floral promises not just a bouquet but a heartfelt experience crafted with love and creativity.
Caroline James Floral isn’t just a business—it’s a testament to how following what you truly love and are passionate about can lead you to your dreams while embracing the unexpected and finding beauty in every detail. With her infectious energy and unwavering passion, Caroline continues to inspire and uplift, one exquisite arrangement at a time.
Learn More About Caroline James Floral