Inside An Eclectic Los Angeles Floral Shop

If walls could talk, you’d be part of quite the conversation upon entering Los Angeles-based floral design studio and gift shop Twig & Twine. Filled to the brim with bespoke items and buckets of blooms aplenty, this treasure trove is anything but ordinary—and neither is the woman behind it! Heather Williams opened her Virgil Avenue shop in 2013 and has been making a name for herself ever since. (Her loyal regulars are just one testament to her knack for impeccable floral arranging and shopkeeping!) Today she’s letting us in on her life as a florist, shop owner and inspired L.A. resident.

Photography by Monica Wang

Let’s rewind to the beginning. When did you first dream up the concept behind Twig & Twine, and when did you open shop?
I started as a studio-based florist when I was still living in San Francisco. I focused on providing florals for weddings and events with the occasional one-off delivery, and on house accounts and styling work. When I relocated to L.A., Twig & Twine came with me, and I was fortunate enough to flourish in my new setting. I had outgrown my at-home studio a few years back, and while looking for a work space, I came across an empty retail location in my neighborhood on the same block as Sqirl. I immediately called and looked at the space the next day. It all happened really fast, but it felt right. There wasn’t much thinking behind the decision—just doing. I signed the lease in the summer of 2013 and opened the doors that fall.

 

Your passion for floral design and natural elements is so evident in your work and store. When did your interest in this arena really begin to (pardon the pun!) blossom?
I grew up in a very rural part of California with a mother and grandmother who love to garden. I have always been surrounded by flowers and nature, but didn’t understand their true beauty until I became a florist. It wasn’t something I necessarily sought out, but it all made sense once it fell into place. I became a florist almost nine years ago, well before it was cool or trendy to be a florist. I needed a job, and a talented florist offered me a position at her shop. I had a background in graphic design, and I soon realized that I was still creating and designing as I would in any other field—flowers and plant materials were simply my new medium.


We love the beautifully curated and layered design of the shop itself. How would you describe the style of your brand as a whole, and how has that style influenced the brick-and-mortar presence of Twig & Twine?
I’m not sure of the best way to describe my style, other than to say that I just go with what feels right to me. I’m not trying to adhere to a particular look, but definitely know when something is a good fit. I live in the same neighborhood of my shop, see and speak with my customers regularly and think I have a fairly good eye—so I often stock my shop with goods that I would want to buy for myself or give to my friends as gifts. A customer said my shop felt “personal” the other day, and I thought it was a wonderful compliment.

 

What is the most popular item or collection with your customers? And what’s your personal favorite item?
Of course, the flowers are always a big hit at the shop, but other popular items include an array of great coffee table books and cookbooks, Turkish towels, Compartes chocolates and Baleen jewelry. It’s difficult to name a personal favorite, but I just got these lovely necklaces in by a Greek shop called Floti that I’m really loving. They’re the perfect addition to any spring or summer outfit.

 

What’s your favorite flower? And do you have any quick tips for at-home floral arranging?
Naming my favorite flower is impossible. There are too many! But I really am a sucker for spring flowers. Ranunculus are definitely among my top three favorites, but muscari, fritillaria, magnolia blooms, poppies and hellebores all make me melt.
For the home, I’d suggest keeping it simple. I prefer arrangements comprised of one type of flower at my house. Little bud vases with a few blooms in them tucked throughout your space make a world of difference when it comes to brightening up a room.

 

We can tell that you take extra care to make your shelves look artful yet effortless. What are your tricks for arranging commercial displays and shop windows?
Again, I just go with what feels right. I tinker with items until they feel balanced in height, weight, color, etc. Achieving that harmonious balance while also properly displaying your products can be tricky, but after a bit of tinkering, it usually works itself out. Also, grouping colors together is really easy on the eyes. I tend to do it with the flowers and also the items displayed on the shelves.


What inspires you?
The flowers themselves are always inspiring. And new seasons, beautiful colors, shapes, textures.

Describe the shopping community of the Silver Lake district of Los Angeles. What are some of your favorite places to browse?
I love to shop, so when I have time, I like to pop into the neighborhood spots—ReForm School, Mohawk General Store, Bucks & Does, Lawson-Fenning, Myrtle and OK. I think the shops cater to the neighborhood pretty well, and there’s a good array of options and price points. It’s great that I don’t have to travel far to do a little afternoon window shopping.

What book(s) have you recently read and loved? What would you recommend our team and readers dive into next?
I recently finished a book entitled “What I Was Doing While You Were Breeding” by Kristin Newman. Being in my mid-thirties and single, I was immediately drawn to the book because of the silly title. The majority of my friends have had babies in the last two to three years, so it was right up my alley. The author is a comedy writer, so the book was funny and very relatable. It’s the perfect quick summer read, particularly for a single 30-something woman.

 

Do you have regular customers? What would you say Twig & Twine is known for in the community?
I definitely have regulars, and they are great. I’m always happy to see them when they pop into the shop. Most of my regulars come in for flowers. Others live in the neighborhood and pop in to say hello. It’s nice to feel like you’re part of and contributing to the community.

 


What do you hope your customers leave with, in addition to beautiful flowers and lovely treasures?
I hope that my customers leave with a unique gift or item that they feel proud and excited to give to someone—whether it’s a unique arrangement that we’ve put together for a specific celebration or a bespoke gift that’s perfect for a certain recipient. I’d like people to leave with a smile on their face after peeking in on a bit of beauty on the rugged Virgil Avenue.

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