Meet Clare Pravato of Clare Pravato Design

Today we’d like to introduce you to Clare Pravato

Hi Clare, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?

Many of my past jobs + internships have been in creative industries, such as bridal fashion, wedding venue coordination, and event planning. Right after college, I started my floral design journey by working at two different studios that introduced me to the basics of flowers and design. While I loved working with flowers, I felt that I should try to utilize my degree in event management, so I exited the flower world and worked in an event planning office for a year and a half. I am really grateful for the people I met and opportunities I had there, but a huge part of me just didn’t feel right working 5 days a week in an office setting on a computer for most of the time. I know…but it’s the American way, right? But not the Clare way 🙂 I had a fire in me to figure it out, and do whatever I could to create a life and career I loved that provided me with a great deal of work/life balance, and didn’t feel too much like “work”.

I briefly looked online for job postings in the floral industry, and nothing had come up that felt right. After a few weeks, my mom encouraged me to check again – and there it was: the job posting that would lead me to where I am today. It was unsettling to leave a salaried job with lots of potential for growth to start as a retail designer at a flower shop, but boy did that decision change my life in the BEST way. Over the course of my 5 years at University Flower Shop, I developed extensive knowledge about flower types and care, gained experience in client and vendor relations, learned many techniques and skills, mastered the finer details of wedding and event work, and really developed my own design style. Each passing day set me up for success to one day run my own business.

After working as a lead designer for a few years, I was talking with my boss about next steps, and her knowing that I really wanted to have a flexible work/life balance one day, she said “I think you should start your own business”. That kind of support from a long term mentor was just the boost I needed to realize that yes, that truly was the next step to help create the life I wanted. Over the course of a year, I slowly transitioned from being an employee and having my floral business on the side to running my business full time and freelancing for other floral studios on the side. It’s been a beautiful balance, and I’m so happy to be where I’m at.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?

My journey has been undeniably blessed. I’m thankful for every job that helped me develop skills that would come in handy for starting my own business, every encounter that led to a valuable connection, every transition that led to something better. So many things happened for me in the perfect order at the right timing which set me up for success today. I fully recognize how fortunate I am, and that it is not this way for everyone.

I would say that the biggest struggles along the way have been managing finances during slower times, figuring out behind the scenes business details (legal business structure and taxes, website development and SEO, accounting, etc. – my brain hurts just thinking about these things and I am still most definitely figuring it all out – ha!) and pushing myself to stay motivated, organized and on top of things during busy times.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business? What sets you apart from others?

I design whimsical, romantic and garden inspired florals for weddings and events. For the client who wants high style, artful, and elevated floral designs that look like they came fresh out of the garden, I’m your gal. I believe that my passion for design and eye for color, along with meticulous attention to every last detail results in unique and intentional designs with character and charm. For the couple who wants their florals to look straight out of a magazine/Pinterest board, let me just say….I was that bride 🙂 So not only can I relate, but I feel that one of my strengths is being able to capture a vision & translate it to reality in a way that exceeds expectations. I thoughtfully source unique flower varieties in nuanced shades to achieve beautifully curated color palettes. I really prioritize flower quality and use local flowers as much as possible – this makes a world of difference in terms of texture, freshness and color variation…my designs would not be what they are without the seasonal, locally grown Michigan blooms. I also grow a lot of my own flowers for design work – it’s so helpful to be able to go out back and fresh cut flowers as the perfect finishing touches!

Within your industry, what sort of changes or trends are you expecting over the next 5-10 years? 

It’s already been heading this way for a while, but the floral industry is continually shifting towards being more sustainable. Managing and reducing waste, using natural alternatives to toxic and/or bad for the environment floral supplies, sourcing local flowers, etc. I think there are definite leaders in our industry that will continue to pave the way for all florists to be more sustainable.

Trends I personally love that I hope will continue to stick around include:

– organic, airy, free flowing designs

– floral focused designs: relying less on common varieties of base/structural greenery, and letting the flowers speak for themselves, or incorporating more unique foliage that compliments natural and organic designs.

– minimalism (think color blocking, single ingredient bridesmaid bouquets, centerpieces focusing on 3-5 speciality flower varieties, ikebana inspired designs using flower frogs, etc.)

I hope that the flower industry can continue to evolve in a way that showcases the beauty of flowers to the public beyond alstroemeria, gerbera daisies, lilies, carnations and red roses. So many shops already do this, and there’s absolutely a time and place for all flowers and each type is special to different people for different reasons, but there is a whole world of breathtaking flowers in every color, texture, and shape imaginable. For example, I’m a hugeeee fluffy carnation fan – and there are so many colors beyond the primary shades people are used to seeing. I hope that the public can continue to be exposed to more and more unique, beautiful flowers that are readily available beyond what is traditional and commonly used.

Something I also hope for the flower industry would be an increase in organic farming practices, and a reduced use of chemical pesticides, as well as an increased awareness of how florists can better protect themselves against this exposure.

Contact Info:

• Website: https://www.clarepravatodesign.com/
• Instagram: https://www.instagram.com/clarepravatodesign/