How Daarina Farooq started and scaled her floral design company - Blourish
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In this episode of our podcast, we sat down with Daarina Farooq, the visionary founder and lead designer behind Blourish, Atlanta’s premier floral design company for corporate, social, and luxury events. From intimate weddings to large-scale corporate galas, Daarina and her team at Blourish have built a reputation for creating breathtaking floral experiences that tell stories through design.
What makes Daarina’s journey so inspiring is how she turned a passion for creativity into a thriving business that stands out in a competitive industry. In our conversation, we talked about the early days of her brand, the challenges of scaling a creative business, and the mindset shifts that helped her step fully into her role as both an artist and a CEO.
From Hobby to High-End Brand
We started the conversation by asking Daarina how Blourish began — and like many creative entrepreneurs, her story started with a simple love for design. What began as small arrangements for friends and family quickly evolved into something much bigger. She started sharing her work on social media, and before long, clients started reaching out with requests for custom floral installations.
But what set Daarina apart wasn’t just her skill — it was her attention to detail and her ability to infuse emotion into her designs. She explained that for her, floral design isn’t just about arranging flowers — it’s about creating an experience. Each arrangement, bouquet, or installation is carefully designed to reflect the personality, mood, and vision of her clients.
“Every event has a story,” she shared. “And our job is to bring that story to life through flowers.”
That perspective helped Blourish quickly attract luxury clients who valued her artistry and professionalism.
Building a Brand with Intention
One of the most powerful parts of our discussion was hearing how Daarina approached branding. She didn’t just want to sell flowers — she wanted to create a recognizable, aspirational brand that reflected excellence, creativity, and elegance.
Early on, she invested in professional photography and a cohesive visual identity. She made sure her website and Instagram feed reflected the kind of high-end clientele she wanted to attract. It’s a great reminder that in today’s market, your visual presentation can often speak louder than your words.
Daarina also shared that she spent time defining her ideal client — understanding not just what they wanted, but what they valued. For her, the goal wasn’t to book everyone — it was to attract the right clients who appreciated her process, respected her time, and were willing to invest in quality.
“Once I got clear on who I wanted to serve, everything changed,” she said. “I stopped chasing leads and started building relationships.”
The Transition from Freelancer to Business Owner
As creatives, many of us start out doing everything ourselves — from marketing and design to client communication and admin work. Daarina was no different. But as her demand grew, she realized she couldn’t do it all on her own. That’s when she started building a team.
She spoke candidly about the growing pains that come with scaling a business — learning to delegate, trusting others with her vision, and putting systems in place to maintain consistency. She emphasized that shifting from being a solo creative to a business leader required her to think differently about time, pricing, and leadership.
“When you start hiring, you’re not just a designer anymore — you’re a leader,” she told us. “You have to learn how to communicate your vision, train your team, and let go of control.”
That evolution allowed her to take on larger projects and focus on the parts of the business that truly lit her up — designing, innovating, and nurturing client relationships.
Overcoming Challenges and Staying Grounded
Every entrepreneur faces challenges, and Daarina was open about the ups and downs of building Blourish. From learning how to price her services profitably to navigating busy seasons, she’s had to continuously evolve her mindset.
One theme that came up again and again was faith and perseverance. Daarina shared that her faith keeps her grounded, reminding her to stay grateful and patient during the process. She emphasized that success doesn’t come overnight — it’s built through consistency, intention, and trust in Allah’s timing.
“There were moments where I doubted myself or felt overwhelmed,” she said. “But every time I took a step back and remembered why I started, it gave me the strength to keep going.”
Her advice for other creative entrepreneurs? Don’t rush your growth. Focus on mastering your craft, understanding your clients, and building a strong foundation before scaling. “When your foundation is solid,” she said, “everything else flows naturally.”
The Power of Community and Collaboration
Another key takeaway from our conversation was the importance of community. Daarina spoke about how collaborating with other creatives — from photographers to event planners — helped her business grow organically. By building relationships instead of viewing others as competition, she created opportunities for partnership and mutual support.
We also talked about representation — and how important it is for Muslim women to see themselves in the creative and business space. Daarina is passionate about showing that you can build a successful brand while staying true to your values and faith.
“I want other Muslim women to know they can create something beautiful and meaningful without compromising who they are.”
Lessons for Aspiring Creative Entrepreneurs
As we wrapped up the episode, Daarina left our listeners with a few key lessons from her journey:
Start small, but think big. Don’t wait until everything is perfect to begin. Every big brand starts with one client and one project.
Invest in your brand early. Professional visuals, a clear message, and consistent presentation go a long way in attracting the right clients.
Set boundaries. Know your worth and don’t be afraid to say no to projects that don’t align with your goals.
Build systems. As your business grows, structure and processes will help you maintain quality and reduce burnout.
Lead with purpose. When your work is rooted in purpose and service, it becomes more than a business — it becomes a legacy.
Final Thoughts
Our conversation with Daarina was a beautiful reminder that success in business isn’t just about strategy — it’s about heart, purpose, and alignment. Blourish isn’t just a floral design company; it’s a brand built on passion, excellence, and faith.
Daarina’s journey shows what’s possible when you combine creativity with intention. Whether you’re a florist, designer, or service provider, her story reminds us that when we lead with authenticity and trust the process, growth will follow.
You can learn more about Blourish and see their stunning floral designs on Instagram at @blourishatl or visit their website to explore their work.
And if you enjoyed this episode, don’t forget to subscribe to our podcast for more conversations with women entrepreneurs building purpose-driven businesses.
Connect With Daarina:
Follow Daarina on Instagram: https://www.instagram.com/daarina
Website: https://blourish.com/
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