Daily Inspiration: Meet Heidi Toren

Today we’d like to introduce you to Heidi Toren

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
We are a small, family owned, floral design company. After decades of doing floral arrangements for weddings, events, and just because we love to do them, we decided to make it official and begin marketing ourselves as the Flower Fairies. We have a ton of fun, creating personal designs for people and we offer subscription services and services for events and weddings.

Our Story: The Flower Fairies

The Flower Fairies officially debuted on February 18, 2023, but the journey behind the business began long before that date. Founded by Heidi Toren and Jodi Perez, two sisters-in-law with a shared love for floral artistry, The Flower Fairies blossomed out of years of creative collaboration.

Their first official production set the tone for the artistry they bring to every project: an elegant yet rustic outdoor wedding tablescape. The 50-foot-long dinner table was graced with an array of miniature seasonal flower arrangements in vintage-style glass vases, paired with votive candles, taper candles, and larger long-stem floral centerpieces. The entire space radiated vibrancy and subtle whimsy, perfectly complementing the beauty of the outdoor venue, while twinkling lights in the surrounding trees brought the setting to life as the sun began to set. It was a scene straight out of their clients’ dreams, and they were thrilled with the result.

The idea of The Flower Fairies, however, has been a long time coming. Heidi and Jodi have been weaving their creative magic together for years. The name “Flower Fairies” was born after a visit to their newly married niece’s apartment. Bringing flowers, love, and a little “auntie” magic to bless the couple’s new home, the pair became affectionately known as “The Flower Fairies.” Soon after, Heidi was asked by another niece to coordinate her wedding, with Jodi joining in the floral design. The wedding was a resounding success, and from there, the duo’s reputation for stunning floral design grew. Over the years, they were continually recruited to provide event services and custom florals for weddings and other special occasions.

A significant moment for what would later become The Flower Fairies came in 2015, when Heidi and Jodi created the breathtaking floral arrangements for the wedding of Heidi’s son, Aaron, and his bride, Jade Toren. The beauty of their creations left a lasting impression on Jade, who soon found her own place within the family business.

Jade Toren plays an essential role in the Flower Fairies family, blending her passion for creativity with her professional skills to help the business grow. In addition to being part of the family, Jade manages the Flower Fairies’ digital content creation, designed and oversees the website, collaborates on new creative ideas, etc. Her work ensures that the Flower Fairies’ brand reflects the same beauty and care that goes into each floral arrangement.

Through their years of experience, Heidi and Jodi have discovered that floral artistry and designs are their true passions. More than just a creative outlet, working together as family has become priceless. Their collaboration often extends to other family members as well—most notably, the logo and abstract flower art featured on their website, designed by one of their sisters through her artistic venture, Tall Trees Lane Design.

Fast-forward to today, and The Flower Fairies is the culmination of years of honing their craft, serving a variety of clients, and perfecting their unique approach to floral design. Whether it’s creating custom bouquets and boutonnieres, designing inspired centerpieces, or crafting one-of-a-kind floral installations for large backdrops, the Flower Fairies’ passion for natural elegance and the playful qualities of flowers shines through in every project. With over 20 years of experience, they bring unmatched expertise and creativity to every design, always working to make their clients’ floral dreams come true.

Their goal is to transform special occasions—both large and small—into memorable and magical moments. Specializing in celebrations where nature’s beauty is the centerpiece, The Flower Fairies curate floral artistry that elevates each event into something truly enchanting.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
We feel like everything is coming together so far. Our limiting factors are working with time sensitive materials in our homes or garages or wherever we can do them. We don’t have a dedicated space, but we do have a warehouse space, full of event supplies, and look forward to using them.. Not having a dedicated space can pose a challenge because the materials are often temperature sensitive as well. It’s a real adventure!

Appreciate you sharing that. What else should we know about what you do?
I think my role is being the visionary fairy! I have considered doing this for a long time, but didn’t know if I could handle the business on my own. I happen to have some extremely creative and capable partners. We love being together and we work well together. All of us have a creative bent, but we all possess strengths in other areas to. Mine is the big picture and connecting with potential clients.
I am so inspired by the creativity of my partners. We all feel blessed to be in this business together. We don’t take for granted the relationships we have and they play a vital role in keeping the business going. I’m so proud of them!
We really strive to customize each piece to the client’s style. We aim to use sustainable material from local sources when possible and utilize unique vessels and other embellishments in our designs, such as vintage silver or glassware. We love to think outside the floral industry box.

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
Because this business is driven by events in the lives of people, I think the need will always be here. Florals add a unique, life giving and elegant touch. There are always new trends and classic looks which make it fun! Personally, I would love to grow this business to a point where I can hand off the physical tasks to others who love doing this work. I’d love to stay involved in the creative side, by keeping track of trends, marketing opportunities and other ways to bring beauty to everyone’s space. My hope is to become profitable in the next five years and expand.

Contact Info:

• Website: https://www.TheFlowerFairiesKC.com
• Instagram: https://www.instagram.com/theflowerfairieskc/
• Facebook: https://www.facebook.com/profile.php?id=61563533386158
• Yelp: https://www.yelp.com/biz/the-flower-fairies-shawnee-3?uid=2BBRsHa-TTHrmNmpMeE3Ww&utm_source=ishare