Jesse Zmuda shared their story and experiences with us recently and you can find our conversation below.
Jesse, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What is a normal day like for you right now?
People often ask me what a “normal” day looks like as a florist, but truthfully, no two days are exactly alike! That’s part of what I love most about this work.
I usually start my day by checking messages and orders that came in overnight. Our every day dried flower orders are packed and prepped early so they can be delivered or shipped as early as possible. I’ll also review my wedding and event calendar to make sure timelines, design notes, and client communications are in place. Coffee in hand, this is when I map out the day’s priorities, then head to my studio.
Some days I’m hands-on, playing with color palettes and textures while designing new dried arrangements for the website. On other days, it’s all about event preparation, shopping for vases and supplies, and assembling wedding pieces.
As the day winds down, I like to tidy my design space and glance at what’s on the schedule for tomorrow. Evenings often spark creativity, allowing me to photograph new arrangements or update my website. After that, it’s all about dinner, a glass of wine, and enjoying time with my family.
Can you briefly introduce yourself and share what makes you or your brand unique?
Flowers have been woven into my life for over 25 years. One of my very first jobs was in a flower shop, and from that moment on, I was hooked on the creativity and beauty of floral design. But my path hasn’t been a straight line. Along the way, I also worked in the restaurant industry, which eventually led me to open my own bar and restaurant in 2009. I’ve always had that entrepreneurial drive, building something from the ground up has always excited me, whether it was cocktails or centerpieces. By 2016, I found myself pulled back into florals, this time starting my own wedding floral design business. Event design quickly became something I loved weddings, corporate events, or any milestone celebrations. It’s always special to play a role in creating those unforgettable moments.
In 2020, I launched Backbone Floral, where I focus on dried florals for everyday orders as well as weddings and events. Somewhere along the way, I really fell in love with dried flowers…they last, they’re versatile, and they let me create arrangements that bring joy for years! And while dried florals are at the heart of what I do now, I still design with fresh flowers for larger events…it’s the best of both worlds. In January 2025, I transitioned from running a storefront to working out of a private design studio. The shift has allowed me to focus fully on my craft and dedicate more energy to design rather than retail operations.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What did you believe about yourself as a child that you no longer believe?
When I was younger, I thought you had to pick one career path and stick with it for life. But over the years, I’ve learned that it’s okay to evolve and reinvent yourself as many times as you want. I’ve gone from restaurant owner to wedding florist, with side adventures in web design and Airbnb host. I’ve learned that I do better with variety, and I’m grateful to have had the chance to explore different paths. I enjoy being flexible and taking on different roles, which has allowed me to grow in many areas
If you could say one kind thing to your younger self, what would it be?
I’d tell my younger self: It’s okay to start over. Leaving the restaurant world for floral and event design felt scary at first, but each new beginning opened doors I never expected. Every time I’ve started over, I’ve learned more about myself and what truly makes me happy. I’ve realized that new beginnings aren’t failures but chances to grow and do something even better.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What would your closest friends say really matters to you?
I think my friends would say that my daughter matters most to me. She’s the heart behind everything I do and truly the inspiration for starting Backbone. The name itself is about strength and perseverance, qualities I want to model for her and also qualities she’s given me. She’s the reason I push through the challenges of running a business, and she reminds me daily why I chose this path.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. If you knew you had 10 years left, what would you stop doing immediately?
If I knew I had 10 years left, I would stop letting fear and worry take up so much space in my life. That’s something I’ve struggled with for as long as I can remember. Instead, I’d pour my whole heart into living, saying yes to more experiences, seeing the world, and being fully present with the people I love.
Contact Info:
- Website: https://www.backboneco.com/
- Instagram: https://www.instagram.com/backbonefloral/
- Facebook: https://www.facebook.com/backbonefloral/
- Yelp: https://www.yelp.com/biz/backbone-floral-san-diego
Image Credits
Sabrina Lynn Photo, Aldous Photo & Film , Epic Events Photography, Jake Fosmire Photo,Cesar Samano Weddings,Sara Ruth Creative, Tara Johnson Photography, Jake Fosmire Photo, Tara Johanson
