Luxury copywriting — there’s no other way to describe this project for Glenna Joy Flowers, a wedding florist, stylist and flower farmer in California.

I often say that it’s bittersweet when projects end and that’s exactly how I feel about this. First off, I got the chance to chat all about flowers, weddings and styling with a fellow dog lover from California? I felt like I was dreaming the entire time and now I’m waking up to a gorgeous website, all thanks to the talent of Jacki from Foil & Ink, one of my favorite Showit web designers.


Let’s get to it! These were the notes we aimed for within Glenna’s copy.

  1. Personable
  2. Down to earth
  3. Sociable

Luxury copywriting for a wedding florist

The recipe:

Before I begin every project, we lay down the rules. What are we really going for here? And this is what we decided on.

  1. Create a modern, creative and sophisticated website
  2. Establish a tone that feels like laid back California luxury
  3. Inspire clients — encouraging excitement for their big day with industry inspo
  4. Build a professional site that showcases Glenna’s talent and drives referrals from vendors at the top of their class
  5. Establish clear expectations, avoid common budget questions and explain the process upfront

The entire time, I kept going back to that second phrase — laid back California luxury. And it kept me right where I needed to be, for a brand statement like this.

Luxury copywriting for a florist on a Showit website

The brand statement:


“Our mission is to create creative, modern, romantic and organic styled floral arrangements all while building trusting relationships and providing an amazing client experience.”


Hello — I’m Glenna, a florist in Santa Barbara and beyond who pairs modern, luxury florals with a relaxed process to get you that trendsetting wedding look you’re daydreaming about. I’m known for creating magic with homegrown flowers straight from my garden, combining an elegant, editorial look with a down-to-earth, artisanal approach. Locally sourced and styled to match the joy felt after ‘I do,’ let’s personalize your flowers with unbound textures and natural hues.”

The Brand Voice Handbook

Of course, after the project was done, we put together every strategic element necessary into an ever useful messaging guide. Sneak a peek at Glenna’s guide below!

Brand messaging guide

Luxury copywriting looks good on this website

I still can’t get over how it all turned out. View the new site here.

Luxury copywriting for a florist, stylist and flower farmer

  1. Haily Larsen says:

    You do such a great job, Super interested in your work with our website!

  2. Haily says:

    I am super interested in your work, you do an amazing job and I am ready for a little(a lot) change in our website!

    • Lauren Kutschke says:

      Hi Haily! Thank you! I’ll send you a quick email to chat about the process and your needs. Can’t wait to meet you!

Leave a Reply

Your email address will not be published. Required fields are marked *

Site Credits

Located in Fort Worth, Texas
© 2024 SALTED PAGES, LLC. All Rights Reserved.