At Enigma’s 12th Celebration of Arab Glamour & Success, one of the evening’s most enchanting contributors was Souzy Fam, the creative force behind St. George Flower Studio. With a background in business and a lifelong passion for artistry, Fam has found the perfect way to merge her skills with her heart. Enigma’s Farida Elserty caught up with the entrepreneur to learn more about her studio and her plans for the future.
“I’ve always loved being creative, and running my own flower studio lets me combine that with everything I learned in school about building and managing a business,” Fam starts the conversation. Her journey into floristry began simply, with a love for flowers and a talent that friends and family couldn’t help but notice. “I would make arrangements for friends and family, and people kept telling me I had a gift,” she recalls. What started with a few small events quickly blossomed into a thriving venture. “After doing a few small events, I realised I could turn this into a real business. I leapt, and I’ve never looked back.”
Choosing the right location was an equally thoughtful decision. Fam set up a studio in Temecula, California, a picturesque area known for its rolling vineyards and serene charm. “The vineyards, open skies, and peaceful vibe make it the perfect setting for weddings and events, which is what I mostly do,” she says.
Part of St. George Flower Studio’s appeal lies in its personal touch. “We focus on personal service and custom designs. I take the time to get to know each client and make sure every arrangement feels special,” Fam explains. Supported by what she calls “an amazing team,” she ensures that every detail is carefully considered and that each project is executed with a dedication to excellence.
Seasonality also plays a key role in her creations. “I look at what’s in season, what my clients are asking for, and what’s trending,” she notes. By sourcing from local flower farms whenever possible, she keeps her designs fresh, vibrant, and perfectly tailored to each occasion. “The goal is to keep things fresh and exciting, while making sure we have the right flowers for each event.”
While weddings make up the majority of her work, Fam’s floral magic extends far beyond the aisle. “We also do flowers for parties, corporate events, baby showers, and other celebrations,” she says.
Living and working in California also brings a wealth of inspiration. “LA is full of creativity and new ideas, which pushes me to stay current,” she notes. “People here love trying bold colours, unique flowers, and fun designs. I also get a lot of inspiration from California’s nature, it’s wild, colourful, and full of personality.”
Of course, the floral business comes with its challenges. “The biggest challenge is making sure everything goes smoothly, especially with traffic, flower deliveries, and timing. Flowers are delicate, and we have to move fast,” she explains.
For Fam, flowers are much more than just decoration. “To me, flowers represent love, joy, and connection,” she says warmly. “They help people celebrate happy times and show care during hard ones. It means a lot to me that I get to be part of those important moments in people’s lives.” She’s also keeping a keen eye on the evolving tastes of her LA clientele. “Right now, people love natural, flowing arrangements, not too perfect or stiff. Bright, bold colours are really in, and a lot of clients want dried flowers mixed in for texture. Eco-friendly designs are also becoming more popular.”
As for what lies ahead, Fam’s vision continues to bloom. “I’d love to grow, maybe open a second location or start hosting flower workshops,” she says. “I’m also thinking about creating products people can enjoy at home. But most of all, I want to keep doing what I love: making beautiful flowers for life’s most special moments.”