For Kevin Coble AIFD, owner of Le Fleur Floral Design Studio in Memphis, Tennessee, flowers have never been just a business. They are his life’s work.

"I really believe that my purpose on earth is to be a part of the floral industry," Kevin says.

Like many successful floral professionals, Kevin's journey began with long hours, hard work, and determination. The early years were demanding, but they confirmed his passion for floral design. Nearly four decades later, he considers himself a seasoned designer who still finds joy in every arrangement, event, and client relationship.

Photo: Le Fleur Floral Design Studio

More Than Customers - Building Lifelong Relationships

Le Fleur is known for serving high-end wedding and event clients, but Kevin believes success comes from something deeper than luxury floral designs.

"We support people through life's emotional moments - births, weddings, celebrations, and loss," he explains. Flowers often become part of a family's most meaningful memories.

Over time, many clients have become close friends. Kevin doesn't see them as customers, but as people he has shared important life moments with. He finds fulfillment in creating beauty that touches people's lives by “doing what I love to do.”

 That emotional connection continues to inspire him, whether designing an elaborate wedding or delivering flowers to comfort someone during a difficult time. “Even a simple stem in a bud vase saying 'I love you' can create a new beginning," he says.

Photo: Le Fleur Floral Design Studio

Creating Memories Through Floral Design

Kevin believes flowers are more than an expense – they’re an investment in creating memories. He finds happiness in giving flowers a sense of personality through his design work.

"Each wedding is unique," he says. "The goal is for every bride to feel like a princess on her wedding day.”

Large weddings and events come with enormous pressure. Some installations take months of planning and only one opportunity to execute successfully. The pressure is on. "You get one shot at these events," Kevin says. "It has to be perfect."

The key to managing that pressure is teamwork.

Learning to Delegate

One of the most valuable lessons Kevin has learned is the importance of delegation. When we take too much on ourselves, we take away someone else’s opportunity to learn. The business needs staff skills to grow.

Creative professionals often struggle with handing responsibilities over to others. However, trusting talented team members allows both individual and business growth. "It takes a village," Kevin says. “Many hands make light work.”

Learning to trust staff members and delegate responsibilities allows the entire team to succeed while delivering exceptional results for clients.

Delegation not only reduces burnout but also gives staff members opportunities to develop their own skills and confidence. Some of his proudest moments come from seeing team members exceed expectations and receive recognition for their work.

Among those team members is Aisha Crivens AIFD, who joined Le Fleur more than twenty years ago after Kevin recognized her potential as a design student. Today, she remains an important part of the team and a trusted creative collaborator.

Mentorship, Kevin believes, benefits everyone involved. "Every time you mentor someone, you grow yourself."

Photo: Le Fleur Floral Design Studio

Growing Through Weddings and Events

Le Fleur designs for weddings of all sizes, from intimate celebrations to larger events with 700 - 800 guests. “Since many of the guests know each other, each event has to be different. You can’t do the same thing over and over.” You must learn to adjust.

The studio also serves clients who entertain regularly and enjoy fresh flowers in their homes throughout the year. “It inspires me that they enjoy flowers all through the week, every week.

We're seeing some of their children doing the same thing.” Younger people enjoying flowers on a weekly basis is encouraging. It lets us know where the industry's headed.”

Wedding business naturally fluctuates from year to year, but Kevin focuses on quality rather than quantity. "It's not about the number of weddings," he explains. "It's about the client."

One large wedding can generate the same revenue as several smaller events. More importantly, every wedding deserves the same level of care and attention regardless of budget.

Word-of-mouth referrals continue to drive growth. A happy bride often leads to future clients through bridesmaids, family members, and guests who experience the work firsthand.

The Power of Garden Club Connections

One influential factor in Kevin's career was his early involvement with the Memphis Garden Club and other local clubs. Introducing Kevin to clients who appreciated flowers, design, and entertaining.

As his reputation grew, so did opportunities for larger weddings and special events. He encourages floral professionals to build similar relationships.

“I have many garden club friends who are so very talented, but they come to the flower shop on a day when it's crazy and they say “I can't do this," Kevin shares with a chuckle.

Looking back, Kevin remembers questioning whether he could handle the growing demand. "You have to tell yourself, 'I can do this.'" That confidence helped him expand his business while maintaining a commitment to personalized service.

Le Fleur often participates in local museum design events, educational programs, and floral workshops alongside garden club members. Sharing a love of flowers. “They love a glass of wine and a piece of cheese, too. They turn it into a party every time," Kevin laughs. “They’re just fun.”

The Importance of the Consultation

For Kevin, successful wedding design begins long before flowers are ordered. Regardless of budget, he wants every bride to feel special.

The initial consultation is an opportunity to build trust and establish a personal connection. Often, Kevin works most closely with the mother of the bride, while the brides say, "Whatever my mother says."

During consultation, Kevin encourages florists to sell a style, color palette, or overall design vision rather than promising specific flower varieties.

Flowers are seasonal, availability and prices change. Weddings are often booked a year or more in advance. Flexibility allows designers to create the desired look while adapting to circumstances that can change quickly.

Photo: Le Fleur Floral Design Studio

Thriving Under Pressure

Kevin embraces the fast pace of the floral industry. “Pressure is a privilege. I think I would become stagnant if I didn't have something going on every day." The pressure of major events motivates him. When the event day arrives, the focus shifts to execution.

The team's preparation, organization, and collaboration all come together in a single moment. “We all shine together," Kevin says. That shared success is one of the most rewarding aspects of event work.

The gratitude Kevin receives after an event also reminds him why he loves the industry. Appreciative clients provide a sense of accomplishment that goes far beyond financial rewards.

Advice for Future Floral Designers

Floral design may appear glamorous from the outside, but behind the scenes it requires hard work, physical stamina, creativity, and dedication.

Kevin encourages aspiring floral professionals to explore the industry before making a full-time commitment.

His advice includes:

• Gain hands-on experience through seasonal work or events.
• Attend educational programs and industry workshops.
• Continue learning through podcasts, blogs, and professional development.
• Have confidence in your abilities while remaining open to growth.
• Make sure you genuinely love the work before fully committing.

For Kevin, curiosity and lifelong learning remain essential regardless of experience level. "I learn something new every day."

Flowers as an Affordable Luxury

One misconception Kevin frequently encounters is that flowers are too expensive. While floral prices have increased alongside other goods and services, he believes flowers remain one of life's most accessible luxuries.

Consumers can enjoy flowers at many price points by choosing seasonal varieties, smaller arrangements, or combining purchased blooms with greenery from their own gardens. Reconsider carnations. "They're long-lasting, fragrant, available in many colors, and often overlooked."

Whether through weekly deliveries or occasional arrangements, flowers provide beauty, comfort, and joy that extend far beyond their cost.

Photo: Le Fleur Floral Design Studio

Keys to Growing a Wedding Floral Business

For designers hoping to expand their wedding and event business, Kevin offers suggestions:

• Be dedicated to both the industry and your clients.
• Treat every client with respect.
• Communicate honestly and clearly.
• Work within budgets while providing expert guidance.
• Continue learning and improving your skills.
• Stay current with trends and design styles.
• Be fully present for your clients, staff, and business.

Most importantly, Kevin believes in remaining personally involved. Even after decades in the industry, he continues to be present at every event he accepts. "They want to know you're there," he says.

That commitment to service, combined with creativity and genuine care for people, has helped Le Fleur build a reputation for excellence throughout Memphis and beyond. After nearly forty years in floral design, Kevin remains as passionate as ever.

"It's amazing to see how far the industry has come," he says. "I'm loving every minute of it."

Whether you're an experienced florist or newly discovering your passion for flowers, consider Kevin’s advice - invest in relationships, keep learning, and never underestimate the impact a beautiful arrangement can have on someone's life.