An Interview with Urban Allure Events Floral & Design
Written by Curator: Gina Anderson of Urban Allure Events
I have been a full-time wedding planner with Urban Allure Events for some time and as a team we are SO excited to be adding an amazing new service to the wedding industry. Urban Allure Events now has a Floral + Design department! I sat down with Michelle Brown, the Director of Design and floral maven to learn more about her creative vision, her ideal client and what really makes her unique in the floral space.
Tell us about you - How did you get started in the event design industry?
My name is Michelle Brown and I’ve been a florist since 2008, and like most people in this industry, I kind of “fell in”! I worked at a flower and gift shop around the corner from my parents home for a handful of years - and wasn’t allowed to even TOUCH an arrangement for months. At that time, I didn’t know there was an entire event world! Staring at photos of events designed by Preston Bailey and Karen Tran, I made it my goal to break into that world.
After ten years, I feel like it’s safe to say that I’m IN!
I’ve been a part of teams through the full event spectrum, from luxury, multi-day affairs with 500+ guests, to intimate micro-weddings with only a handful of loved ones like we saw through the pandemic. I love the challenge of event production - it exercises my left brain - and the balance of fine art elements in floral design. Every weekend is different and exciting - unique couples, beautiful event locations, and being able to partner with such wonderful event professionals!
What makes you unique?
I fully believe that listening and empathy is one of our strongest skills as human beings. When meeting new people of every kind, I always come from a place of: “What can this person teach me?” “How can we collaborate?” I start there, and everything else seems to fall into place!
Who is your “ideal client”?
I find that the best collaborations happen with individuals who are creative, colorful, conversational, trendsetters, and one-of-a-kind!
What are your favorite flowers?
This is always the most challenging question to answer, because each flower is beautiful in their own way! Some of my forever favorites are ruffly garden roses, tulips (like in my mom’s garden), and dancing ranunculus.
What can I expect from a “Full-Service” decor company?
Each company is structured differently, but Full Service usually indicates that service is all encompassing.
At Urban Allure, this means that we work with our clients and couples starting at the initial planning stage to help conceptualize and cultivate the event vision, and bringing that vision to life on event day! That process includes partnering with the perfect vendors, sampling floral centerpieces so everything is just right, and ensuring that all the details are handled with an elevated level of care and attention so ZERO stress falls on you and your guests!
On a side note, we service all couples, even couples planning their wedding with another planning firm. ALL are welcome and we would love to design your décor with you!
Do you service outside of the Chicagoland area?
Absolutely! While Chicago is our “home base”, we are available for events throughout the Midwest and nationally! (We’re searching for our dream Mountain Couple! Is it you?)
How can someone learn more if they would be a good fit with Urban Allure Floral and Decor?
Definitely check out our website and start a Floral Design Inquiry form! From there we start connecting about your wedding floral needs and wants, vision and style.
Follow along with Urban Allure Events Floral + Design on their main Instagram AND follow Michelle on her florist page also!
Photography credit:
Loren Weddings
Mandelette Photography