Designing from the Heart: Camile Craig on Brand Identity & Creative Authenticity

2025-11-20

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What does it take to build a floral business rooted in whimsy, authenticity, and community? In this episode of Mornings with Mayesh, we sit down with Camille Craig, owner of New Leaf Floral Design in Seattle, Washington, to find out. Camille's journey into floral design started in her mother's garden, where she'd gather fistfuls of blooms and present them with pure childhood excitement. Twenty years later, that same joy still fuels her work—and you can see it in every textural, colorful, whimsical arrangement she creates.

Camille's journey into floral design started in her mother's garden, where she'd gather fistfuls of blooms and present them with pure childhood excitement. Twenty years later, that same joy still fuels her work—and you can see it in every textural, colorful, whimsical arrangement she creates.

From leaving a corporate desk job she hated to launching her own business in 2020, Camille shares how she discovered her design identity, built a thriving community of florists and clients, and learned to trust her creative instincts. She also talks about her experience with our Wicked Design Challenge, where she brought her signature style to the emerald greens and sparkling pinks of the Land of Oz.

Whether you're an established florist or still discovering your creative voice, this conversation is full of honest insights, practical advice, and a reminder that it's never too late to follow your passion.

In this episode, we discuss: