Floraloom founder delivers creative passion that lasts beyond its entrepreneurial bloom
May 18, 2024 | Taylor Wilmore
Returning to the studio after having a baby girl in January, Colleen Robertson discovered a bucket of bird of paradise leaves that had lost their color but taken on a new, curvy shape.
Colleen Robertson, Floraloom, holds a bird of paradise leaf during her presentation at CreativeMornings KC; photo by Taylor Wilmore, Startland News
Initially considering throwing them away, the Floraloom owner later found inspiration in their resemblance to currents — painting them blue to resemble the waves for a project that later would be showcased at the KC Current women’s soccer team’s opening day at CPKC Stadium.
“When we lose our vibrancy, maybe that’s a good thing,” Robertson told a crowd gathered Friday for CreativeMornings KC. “Maybe if we push through by following our curiosity, we can come out on the other side learning something new and impactful.”
The entrepreneur’s knack for repurposing flowers stems from work within her home studio, aiming to extend the blooms’ life and reduce industry waste. Previously based within Collective Ex, which also is home to HITIDES Coffee, Robertson rooted her presence in Kansas City by adding her colorful, tropical florals to the coffee shop.
Without consistent refrigeration, she prioritizes the longevity of her flowers.
“Each project that I have, I try to think about how we can use it in the next one, and how we can use as less of a wasteful impact as possible?” said Robertson.
Click here to check out more of Floraloom’s work.
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‘Bit by that entrepreneurial bug’
Vibrance was a key theme of Friday’s CreativeMornings KC meetup at the Crossroads Hotel. CreativeMornings is an international community that draws local creatives in more than 185 cities for free monthly events that feature fellow artists as guest speakers.
Emily Olson, host of CreativeMornings KC, sits in conversation with Colleen Robertson, Floraloom; photo by Taylor Wilmore, Startland News
“We believe that a creative life requires bravery and action,” said Emily Olson, CreativeMornings host. “We also believe in the power of community, and this is a perfect example of that. Most of all, we’re all welcome in this space.”
Embracing change and always keeping an eye out for new ideas, Robertson’s passion for turning flowers into art installations epitomizes that sentiment — blooming into collaborations with brands like Nike and YouTube, and also local sports teams the Royals and KC Current.
But before flowers, Robertson dreamed of being a costume designer.
In 2013, she sold her car, moved to L.A., and started the podcast Costume Cafe, where she interviewed professionals in the field. The connections she formed through the podcast led to her joining the costume design team for the TV show “Boardwalk Empire.”
“I’m working on Emmy award-winning TV shows and meeting so many people that led to the next thing. I could see that Oscar in mind, and it was something that I never thought possible,” said Robertson.
However, feeling burnt out from working in the fashion industry for over a decade, she began to look into starting her own collection. After a successful Kickstarter, she launched Untucked Workwear in 2017, comfortable clothing for women professionals.
Colleen Robertson, Floraloom, details her entrepreneurial journey at CreativeMornings KC; photo by Taylor Wilmore, Startland News
“I lost that spark that I initially had, I also had come to really fall in love with the social impact of fashion,” said Robertson. “I wanted to make a change, and I got bit by that entrepreneurial bug.”
At the same time she was starting her fashion startup, she also was bootstrapping her floral business and felt she was spreading herself a bit too thin. She now advises others to know when you need to focus and simplify.
“I was running two different businesses because I was so excited about the world of entrepreneurship,” said Robertson.
“I realized I actually got really excited about flowers, a passion that I never knew I had,” she added, noting she ultimately decided to put all her attention into Floraloom.
Blooming in KC
Robertson’s decision to move to Kansas City was influenced by her new sister-in-law’s wedding in Kansas, sparking her curiosity about the city. She gave herself six months to explore the area, initially planning to return to LA afterward, she unexpectedly fell in love and decided to make the city her home.
Colleen Robertson, Floraloom, shares her entrepreneurial story at CreativeMornings KC; photo by Taylor Wilmore, Startland News
“Being from a small town, I thought that I needed to go to the coasts. But there’s something that pulled me back to the Midwest and I’ve been so privileged to work on incredible projects here in Kansas City. It is truly special,” said Robertson.
Pleased with her career pivot, Robertson believes the change exposed her to projects she couldn’t imagine before the move, from collaborating with local places like Billie’s Grocery, to creating floral installations for the NFL Draft.
“Just because we may lose our vibrancy, I think it can open up doors to new opportunities that lead to new breakthroughs about ourselves,” she said. “We just might be able to come out the other side a little more vibrant with a shift in perspective.”
Thriving off collaboration, Robertson invites people to reach out with their ideas for projects, as long as it includes her ‘why’ of making meaningful art.
“At the end of the day, I want to create something that is vibrant, that moves you, and that resonates with you,” she said.
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Taylor Wilmore
Taylor Wilmore, hailing from Lee’s Summit, is a dedicated reporter and a recent graduate of the University of Missouri, where she earned her Bachelor’s degree in Journalism. Taylor channels her deep-seated passion for writing and storytelling to create compelling narratives that shed light on the diverse residents of Kansas City.
Prior to her role at Startland News, Taylor made valuable contributions as a reporter for the Columbia Missourian newspaper, where she covered a wide range of community news and higher education stories.
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