Genevieve Wilson is the founder, owner and creative visionary behind Apricot Floral. Her impressive aesthetic offers a unique and thoughtful approach to the power and beauty of flowers and, in turn, she has taken over the floral industry scene — from local weddings to celebrity weddings in destinations around the world (hello, Joe Jonas and Sophie Turner). We chatted with the creative entrepreneur about her career, how to style flowers in our homes and more.
How did you get started in the floral industry?
I have been in the floral industry for seven years and started right after school with an internship with Munster Rose, who at the time was the top florist in Minnesota. I was going through the same turmoil that most folks go through after finishing school about where to go next. I wanted to use the opportunity to do something that I love with my hands, and thankfully it stuck.
What attracted you to the floral business?
I love the idea of being able to use my creative side while also using my analytic side of running a business. Also, the community is incredible. The florists in Minnesota are so supportive and encouraging. It’s really a hard industry to say goodbye to once you are in it.
How did you develop Apricot Floral’s signature style?
I have freelanced for some of the top florists across the country and have been on some of the most prestigious job sites. Having to execute someone else’s style is more difficult than executing your own. I would say my style is using interesting textures and colors. Honestly, the more color, the better for me. The best compliment I can ever receive is when someone sees my design in the real world or in print not knowing it is my design and saying it “looks like something Apricot Floral would create.”
To date, what has been your career highlight?
There have been multiple personal highlights for Apricot Floral, like being nominated by Minnesota Bride as best new vendor alongside the best in the Minnesota wedding industry. With freelancing, I would say it would be managing Joe Jonas and Sophie Turner’s wedding in Southern France. It was a ton of work, but the payoff was absolutely incredible to witness.
Where do you look for inspiration?
Inspiration is all around me. Coming up with a concept and visualization for a wedding is my favorite part. For instance, I have a 2021 couple who love the outdoors and the Minnesota lakes, so I incorporated that in their design — making subtle nods to the colors of the lakes and trees while incorporating little moments on the tablescape that represent water.
Do you always have fresh flowers at home?
If there are leftovers from the week, I love to place them around my house. No flowers go unused in my book. I also have an incredible cut flower garden in my yard. When the flowers are at their peak, I like to give them a fresh cut and place them around the home. I mean, who doesn’t love kitchen and bathroom flowers?
What are some tips for styling flowers and plants at home?
Take into consideration your space. You don’t want the flowers to become burdensome. You want them to enhance your already lovely space. For instance, with our dining room table, I like to add a nice big vase of flowers. With our bathroom, a bud vase with a bloom serves beautifully. And most of all, have fun with it. Styling in your own home can feel incredibly rewarding and meditative.
Do you have a favorite summertime flower?
The hardest question for a florist! In early summer, I love echinacea, peonies and columbine. In late summer, I love cosmos, dahlias and foxglove.