LuAnn Dickson, Owner, Verbena Floral Design

What She Knows: Petal power is not just for perfect parties.

As Told to and Edited by Jennifer Simonson

Photos by Korey Howell Photography + Courtesy of Verbena Floral Design

At 26, LuAnn Dickson left her corporate job to buy Verbena Floral Design in Central Austin. Now she runs a successful floral business whose clients range from large corporations to private, high-end weddings to individual arrangements. Weaving her experience from being a corporate buyer and project manager into a childhood growing up around flowers, she created her perfect job. Her days are filled with transforming_ carnations, tulips and roses into emotional statements and nothing could make her happier._

Cherry blossoms symbolize the transience of life because of their short blooming time. “A customer once asked me why someone should spend so much time and money on flowers when they are going to die a few days later. I_ think what is so special about them is that they are temporary. Their beauty only lasts so long, then they are gone. For centuries, people have been using flowers to help celebrate good times and bad times. Flowers accompany us in every major life event birth, graduation, holidays, marriage, illness and_ death. Flowers help celebrate life at that moment, and like that moment, flowers only last a short period of time. You have to enjoy them for the time you have.”

Edelweiss flowers symbolize daring and courage. “I started my career in the corporate world. My first job after college_ was as_ a buyer and my second job was_ as a_ project manager. Both companies I worked for went out of business after I left. The_ management and mismanagement of the companies I worked for made me disinterested in working so hard and for so many hours for something. It was very disheartening. When I decided I wanted a change, I looked into buying a flower shop. My mother managed a flower shop when I was young and she_ was always making floral arrangements for different occasions, so I grew up around flowers. I wasn’t really nervous about the career change because I felt like it was the right thing to do._ I had a very supportive husband and I was confident in the whole thing. I_ thought, ’what is the worst that could happen? It could go under?’”

The fern symbolizes confidence. “My family instilled confidence in me at a young age where I think some women struggle with that. I grew up in_ an Italian family and lived in the same house with my parents, grandparents and great-grandparents. We lived in New York City in what was called a “mother-daughter house.” It was basically a three-story building with an apartment on every floor. The women around me were very strong women. While they always_ took care of the men in their lives, they were very independent thinkers and passed that on to me.” _ _

Impatiens symbolize motherly love. “I am 29 years old and have owned Verbena for more than two years._ A lot_ of times when people find out_ my age they say I’m really_ young to have my own business, but that’s all relative._ My mom died of cancer right before my senior year in college. She was only 49 years old._ That really put everything in perspective for me._ If you want to_ do something in your life you better do it, because you_ never know when your time is up. I try not to delay things, and live life to the fullest with what I have been_ given._ What I am doing is_ kind of a tribute to her. I think she would be very_ pleased. She lived a very full life and didn’t let anything get in her way.” _

The peony symbolizes happiness. “I work hard. I work six days a week, but that is what I want to do. It does not seem like work as it has at my other jobs. This is something I really enjoy doing. We share and help enhance people’s happiest moments._ When_ we can make a bride happy on her wedding day, when she is blown away_ by the job we_ have done, that makes it all worthwhile._ That feeling will keep me going_ for a long time._ Wherever life takes me I hope this is something I continue to do.”

The rose symbolizes eternal love. My husband Andrew and I met through friends right before college. We dated while we attended the University of Florida and married a few years after college. Our work schedules sometimes clash. He works during the week and travels a lot while I work a lot of weekends._ We make sure to spend quality time together at night and go on little trips as often as possible. Sometimes he spends Saturdays with me delivering flowers and decorating tables. A husband who has helped me every step of the way is my best asset.”

Verbena Floral Design 512.420.0720 www.verbena.com