Today we’d like to introduce you to Candace Holmstadt.
Hi Candace, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, let’s briefly walk us through how you got to where you are today.
My journey started in Dickinson, ND; I was a child who always loved crafts. My Christmas list included a glue gun, wreaths, and other fake flowers. Being creative has always been my motivation and passion. Fast forward to my college years circa 1999. I originally wanted to go to Alexandria Tech for interior design. I wanted to decorate and design home interiors. I was registered to attend, and then my dad got terminal cancer. Because of that uncontrollable situation, I knew I needed to be with my dad during his final year of life. During his last year, I decided I still needed to apply myself to something and enrolled in my 3rd passion- hairstyling. My second passion- flowers didn’t take off when a local flower shop wouldn’t give me a chance. She didn’t have time to teach me, and it was wedding season, so I moved on to passion number 3 because of that uncontrollable situation! I graduated from Rd’s Hairstyling College – Bismarck, ND, in 2001. I had just had my first daughter and was newly married; I started at a mall salon, and in under 1 year, I built my clientele fast, so then I began to booth rent my chair, being my clientele could support my overhead costs. This would be the beginning of my being a self-employed business owner.
After 4 years, I was honestly bored and was doing above and beyond what I thought, managing now 2 kids, Irelynn & Rhowan. I was confident to do anything, so my next goal was to own a salon and spa! With the help of SBA and my dad’s mom passing away – grandma- I got a business loan and opened and operated the first Salon and spa in my hometown, Dickinson. It was featured in a magazine for its circular design and decor. It was my dream to be able to design it all myself. Euphoria Salon and Spa was gorgeous and unique; it was the biggest learning experience I’ve ever had. Managing employees, just running a business. Just 3 years after that, I opened a booth rental salon.
Dickinson was oil booming, and there was a need, and then a third child, E’marhe, and then ownership of a rental property with a family member; my plate was getting full, but I realized my hopes and dreams were all coming true. Unfortunately, some(my current husband) didn’t fit well into my equation and future goals, and I had to let go of them so I could grow and be the best I could be with my little family of 3. Circa 2013- The following year was about independence, problem-solving, and finding the forever plus 1. I met my current Husband, Brian, and he was the most respectful date I had ever been on, so we went on more and more, and life was pretty perfect. Then the oil boom busted in 2015, and he lost his field Engineer job; during that time, we had a child – Eliora- his first my 4th. It was hard; salon sales dropped, and our 2 rental properties went vacant. Brian needed help getting a job along with the 5,000 others laid over.
People started to move away. Circa 2016, my family decided to buy a tanning salon for next to nothing. Fix it, pour a bunch of money into it, and I can run it since it is next door to my Salon. Brian could help remodel since he couldn’t find a job. We connected the businesses, and now I own 3 salons and 2 rentals, and rentals are hardly getting rented; salon sales are still different from what they used to be because of the oil bust. Now what? I’m a mess with so much stress. I work all the time and hardly see my kids. Brian, it is time Dad gets to stay home and raise the kids. I honestly was on the verge of a mental breakdown. Brian had to be where engineering jobs were open, like in big cities. It was inevitable we had to move. I was ready; I was the one who put the idea out there. I was prepared to let my dreams go and start over. We couldn’t live financially the way we were going. It was hard. My hometown was all I knew. I was invested in so many community events and people. God put the idea in my heart and gave me direction. I’ve never prayed so much for 2 years to provide me with patience and direction.
Put everything up for sale, and all 3 salons sold for undervalue, and one was a complete loss, and more. I took the little money I made, and we moved to Minnesota. We started in Lake City, Brian’s hometown. I got a cosmetology instructor’s license and a job at Nova Academy. This was also a goal; Brian, with time, landed a manufacturing Engineer Job. He finally proposed once he was able to buy me a ring. Financially, life was getting better for us, slowly but surely. I was hunting for wedding venues, and that’s when I fell in love with Minnesota: the nature and the unique spaces throughout the state. We had nothing like that in ND.
Married in 2018, we decided to grow our family a little more, and that’s when I knew I needed to be self-employed again. Booth renting wasn’t financially profitable, teaching was too far for my kid’s school activities, and I only knew a few people. So, I decided to launch a flower business. 2019, right after Olivia was born. She was our rainbow baby after 2 miscarriages! We were so happy to bring home a baby finally. We got pregnant again right away; she was 3 mos old! Shut the front door, right? I just launched my business, and I have a newborn. I am expecting another baby in the same year – December 2019 (Teddy was Born). I fell into a deep depression. I wasn’t providing income for my family; I felt like a loser. My husband was great and said it’s ok, just start your business. I was scared of failure as the boom did to us; he was my cheerleader and encouragement. So I did it. I researched wedding platforms and marketing ideas. I joined Forever Bride marketing and found a sweet wedding planner, Amy Walz. She gave me truthful advice; we did style shoots to get our photos and business names plastered all over Instagram and social media, and slowly, I got some bookings. After proving myself to Amy, she saw my passion and desire to create beautiful decor /flowers for couples. She started sending me referrals; I started sending some back. During Covid, I never made money. I worked with every booking to provide the minimum they needed. My prices were beyond affordable, and because of my business characteristics and kind heart, my brides started posting reviews in the Sota brides group- a private group only for brides. Then, in 2021, my bookings blew up! 2022 was even crazier- 117 weddings! In 2021, I joined Minnesota Bride and have been an active member since. The Minnesota Bride magazine group opened me up to more networking and building more relationships with many other wedding vendors! In 2001 and 2022, I was the best florist for Sota brides!
In 2022, I was voted in the top 3 for best of for Minnesota bride, and again in 2023! In 2023, I was asked to do the pageant Flowers for our Miss Minnesota, part of the Miss America organization! I have been published many times in Minnesota Bride Magazine, and recently, the front cover of another huge goal was published twice in one of my favorite national social media wedding platforms, Green Wedding Shoes. Seriously, could life be any more perfect? My 6 kids are growing up, almost all of them in school! I feel so blessed. I want to cry because I feel so blessed but have worked so hard. All the setups, late-night tear downs, emails, meetings, the physical floral design work, pulling rental items, cleaning, putting away rentals, the list goes on and on. I continue to do styled shoots to grow my network. I stay active as a member of Minnesota Bride. I love meeting new people, clients, and vendors. The referrals have built my business into what it is today.
Building a business takes hard work, dedication, motivation, passion, tears of joy, and tears of sorrow during the business learning pains. Still, when your goals become a reality, it is nothing but your job and the best accomplishment ever. If it comes easy, it will feel different. Work hard, give when you can, treat people with kindness, and show others your love for your work while you’re doing it. That’s passion. Tell your story to inspire others. Help your competitors because someday they may help you. Mine have, we support each other. Community is so essential in a business! Treat your employees well, and allow them to grow as well. So many thank yous to my central team – Niki Warner, Irelynn, Rowan, E’marhei Smith, and my husband for all he does about 40 weekends each year as the only parent. At the same time, I get to do my dream job and make couples happy with flowers and decorations! Don’t ever give up on dreams and goals; everything takes time. My new dreams are just getting started! To achieve great things, you must first dream – Coco Chanel.
It wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Struggles were the economy, but I made the most of it when it failed and took advantage of what I could do to make it a positive outcome—selling businesses to make money to start over. I provided budget-friendly flowers, which gave me many referrals and excellent reviews from my brides.
Can you tell our readers more about what you do and what you think sets you apart from others?
Be yourself. Find the thing that sets you apart from others. In the creative industry, we all are unique; we can not be copied into a replica. Others will try and copy because we’ve done something fun or cool, but remember you did it first, and others will see that. As a mom of 6 kids, it’s hard for me to be a mom. I’ve had my ups and downs and depression and anxiety. I’ve learned to ask for help and let others help me. Take time for yourself. Do things that make you feel good. My job is what feeds my soul. Being creative and making people smile and cry happy tears makes me emotional, and I know I’m serving my purpose in life. I struggle to be a mom because I’ve set the expectations of what I want to be a mom very high. I’m slowly learning I am enough, and I do the best I can. My kids can tell you I’ve given them a fantastic life, and they are all turning into great individuals. I need to manifest in that more and not be so hard on myself.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve realized that you can share?
I learned we don’t have control. I remembered to accept others’ feelings and try not to change others to think or feel the way I do. It’s ok to disagree and still love one another. I also learned the government has too much control over our businesses, which I definitely frown upon and need to change.
Pricing:
- Average wedding I do $2500-$3500
- My minimum wedding order is $1000
- My minimum wedding order with delivery is $1500
- My minimum wedding set up/ take down is $2000
Contact Info:
- Website: 651studiofloral.com
- Instagram: @651studiofloraldesign
- Facebook: https://www.facebook.com/651studiofloral?mibextid=LQQJ4d
