Today we’d like to introduce you to Lindsay McWhorter.
Hi Lindsay, please kick things off for us with an introduction to yourself and your story.
I started the business in 2016 when I moved to Joshua Tree, CA. I had purchased a vintage trailer, which became my studio, as well as a pop-up flower shop (hence the name “hitch”). Since Joshua Tree is such a destination, I began taking on intimate weddings and elopements (another play on the word “hitch”). In 2019, I moved back to the Detroit area more permanently and began establishing my brand here. I collaborated with local photographers, providing floral sets for their editorial shoots in exchange for content and exposure. I tried to take on as many pop-ups as possible, selling dry bouquets and networking within the community. I now have a fully functional, private floral/ceramic studio that I share with my partner and ceramic artist, Bobby Veresan.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
I think the biggest struggle is making money but still staying true to my brand. My work is “niche,” and it doesn’t appeal to everyone. Most brides don’t want rainbow-colored amaranthus and tinsel for their wedding flowers, and the industry for editorial floral/set design in Detroit hasn’t caught up to California… yet. Making stuff that I personally love doesn’t always get me the job, but I’ll keep trying to get people to catch on.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At the end of the day, I guess I specialize in resourcefulness. Using things in unexpected ways, challenging myself to make something interesting with limited materials, incorporating unnatural elements with natural ones. The ability to see beauty through a different lens is something I am grateful for.
Are there any books, apps, podcasts, or blogs that help you do your best?
Instagram/social media has been a blessing for my business but also a curse for my personal life. Setting boundaries is key.
Contact Info:
- Website: www.nichehitchfloral.com
- Instagram: https://www.instagram.com/nichehitch/?hl=en
- Facebook: https://www.facebook.com/NICHEHITCH
Image Credits
Anthony Kabiity
Jessica Malek Mercenary
