Today we’d like to introduce you to Julie Willi Martin.
Hi Julie Willi , please kick things off for us with an introduction to yourself and your story.
I found my way into floristry through a series of passions that ultimately led to Willi Wildflower.
With a deep appreciation for art and color theory, I earned a degree in Fine Arts with a focus in photography. After graduating, I spent a brief period working as a wedding photographer, but quickly realized it wasn’t the right fit for me. I then transitioned into farming and landscape work, where I developed a profound love for plants, flowers, and garden design—layering colors, textures, and natural elements to create immersive spaces.
Along the way, I connected with florists who opened the door to freelance opportunities, and I instantly fell in love with the medium. Floristry brought together everything I was searching for: creativity, color, art, working outdoors, a connection to plants, and the opportunity to collaborate with local growers.
Willi Wildflower is the culmination of all of those passions—a practice rooted in seasonality, artistry, and the beauty of the natural world.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I don’t think running your own business is ever a completely smooth road. Entrepreneurship constantly presents new challenges, unexpected situations, and opportunities for growth. You have to learn how to adapt, respond, problem-solve, and hold yourself accountable—all while figuring out how to actually run a business.
When I first started, my strengths were always rooted in the creative side: creating unique floral combinations, experimenting with unexpected color palettes, and designing arrangements that felt personal and expressive. But when it came to the business side—contracts, pricing, invoicing, budgeting, systems, and all the behind-the-scenes administrative details—I was completely new to it. There was a steep learning curve, and I quickly realized that being a talented designer and being a successful business owner require two very different skill sets.
Looking back, many of my biggest lessons came from the moments when things didn’t go perfectly. Mistakes can be uncomfortable, but they are also some of the most valuable teachers. Each challenge helped me understand what needed to change, where I needed stronger systems, and how I could better prepare for the future.
After years in the industry, I’ve come to truly understand the importance of having strong foundations in place—especially a thorough, detailed contract and clear business practices. Protecting yourself and your business isn’t about creating barriers; it’s about creating the structure and security that allow you to do what you do best. Having those systems in place gives me the freedom to focus on the creative process, the client experience, and bringing beautiful floral designs to life.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I am a floral designer who specializes in seasonal designs that celebrate uniqueness of forever changing moments throughout the year. Working with seasonal blooms allows me to source flowers from local growers and support the amazing farming community here in Santa Cruz, while also giving my clients the opportunity to experience flowers they may not have otherwise discovered.
One of my favorite parts of working seasonally is introducing people to unexpected floral varieties, unique textures, and blooms that are only available for a fleeting moment. I love creating an appreciation for flowers beyond the familiar favorites and showing how much personality and beauty can come from embracing what is naturally available.
I am known for my use of bold, saturated color palettes and layered, textural arrangements that feel expressive, organic, and full of movement. I think many of my clients are drawn to my work because of my approach to color—creating unexpected combinations that feel joyful, personal, and reflective of who they are.
Flowers offer such an incredible spectrum of colors, from vibrant and dramatic hues to subtle, nuanced shades. Color has the ability to evoke emotion, tell a story, and completely transform a space. I love collaborating with my clients to bring their personalities and visions to life through thoughtful color choices, unique floral pairings, and designs that feel reflective of them.
What were you like growing up?
This question makes me smile, because when I look back on little Julie Willi, all the signs point to the fact that I am exactly where I am meant to be.
As a child I was wild, animated, excitable, and endlessly curious (and not much has changed since then). I am happiest outside—surrounded by nature and animals. I was always exploring, creating, and finding ways to connect with my surroundings.
I used to sneak into my neighbors back yards with a sketch pad and hide in their bushes and draw all the flowers in their garden. It was amazing because the flowers were always changing so there was always something new to draw. I would love to see those old sketchbooks now and revisit the little worlds I created as a child.
My brother and I would spend our days running down to the bluffs with our friends and playing hide-and-seek into the night. We would climb coastal cypress trees or tuck into tiny balls in the middle of dune grasses. Tangling our bodies into the shrubs and trees as much as possible,attempting to disappear, trying to become the plants themselves.
A favorite memory is a time when my family lived in a house in front of a commercial iris field and my mom and I would walk the fields after they were done harvesting and collect the overlooked blooms to bring home and make bouquets together. It felt like the ultimate treasure hunt!
So nature, plants, and flowers have always played a constant roll in my life; from inspiration, creativity, and solitude, to community, connection and play.
Contact Info:
- Website: https://www.williwildflower.com
- Instagram: @williwildflower
Image Credits
Photos 1, 2, 4 Cheyenne Ellis
Photo 3 Cass Cleave
All other photos Julie Martin
