Kristina Fitzpatrick is CEO and founder of Paper & Flowers.
Funny enough, I can remember the first time a special events manager of a well-known luxury brand called me better than I can remember a lot of major milestones in my life.
It was pouring rain. I was in an Uber, my phone rang and the driver didn’t bother to turn down the music.
I picked up.
The manager introduced herself and said the brand was looking for a masterclass activity for the launch of its new perfume at a major department store. I perked up instantly and explained how we offered classes that usually last 60 to 90 minutes with all materials prepped. We teach guests how to safely use hot glue guns and make their own big or small paper flowers. She listened politely and replied, “That sounds wonderful, but can you do a masterclass without hot glue—and in under five minutes?”
I paused. “I’m sure we can find a way,” I told her.
My brain naturally works this way. I believe every problem has a solution. It might take time, effort or money, but there’s always a way. My team and I brainstormed, tested ideas, played with different papers and eventually created a delicate rose that matched the perfume’s aesthetic and could be made in under five minutes without any glue.
That paper rose is now our signature flower, and the activation was a hit. That success led to another activation days later in Miami. And in the next 18 months, that same brand hired us for six different campaigns, some of which had nothing to do with flowers at all and required us to design items outside of our core offering on tight deadlines.
So, why did the company keep hiring us? It wasn’t just the flowers. It was the mindset behind the work. Here are the principles I believe earned us repeat partnerships and how any entrepreneur can apply them:
1. Recognize that exceptional customer service means understanding urgency—and owning it.
In luxury, timelines are rarely generous. Many of our projects were confirmed just weeks, and sometimes days, before production. When a client says, “We need this tomorrow,” your job isn’t to panic or explain why it’s hard. Your job is to calmly say, “Let me figure it out.” And then figure it out.
2. Say yes—but with strategy.
However, don’t say yes to everything blindly. Make sure you assess, strategize and commit only when you know you can overdeliver. The “yes” mindset isn’t about being a people pleaser; it’s about being a solution builder. That distinction makes all the difference.
3. Stay open to new ideas, formats and ways of solving old problems.
I never thought we’d be designing the items we were for that luxury brand, but we said yes. A creative leader doesn’t cling to what they’ve always done. They make space for what’s possible next.
Ask your clients for honest feedback: What did we get right? What fell short? Why did you choose us—or almost choose someone else? Is there any problem that’s difficult to solve? What do you wish vendors you are working with did more or less of? What would “10 times better” look like to you, even if it seems impossible right now? Real growth often hides in those answers.
Additionally, study trends beyond your own field. For instance, we study fashion, architecture and even hospitality because innovation rarely stays in one lane. Personally, I treat every experience as research. Whether it’s a material I see on Instagram, the tone of a barista or a checkout flow that feels unusually smooth, I ask, “Why did this work so well?” Then, I bring that insight back to my business. Inspiration is everywhere if you’re willing to unlearn and reimagine.
4. Build a team that can represent your brand in any room.
Everyone on my production team is client-facing. That’s intentional. Whether you’re working behind the scenes or on-site with a VIP, you should bring the same professionalism, warmth and attention to detail. That consistency builds trust, and trust is what gets you rehired.
5. Develop solid systems, especially when creating on the fly.
Tight timelines expose your weakest links. That’s why it’s essential that you build systems around prototyping, sourcing and logistics that allow you to act fast without sacrificing quality. Creativity can be messy, but delivering it at scale requires process.
6. Remember that in luxury, experience beats spectacle.
The brand we were working with didn’t just want something that looked beautiful. They wanted something people would remember. We focused on creating meaningful moments of interaction where every item and every gesture felt intentional and elevated.
One question I always ask is: “Does this design leave room for the guest’s/client’s story, or are we just showing off ours?” Spectacle says, “Look at us.” Meaning says, “This is truly yours, too.” In luxury, impact comes from resonance, not just visual “wow.” Always ground the design or project in the brand’s values. Then, ask: What are you trying to achieve—sales, loyalty, shareability or emotional connection? From there, shape ideas that check both boxes: beautiful and strategic.
7. Build your reputation through consistency and relationships.
I’ve found luxury brands won’t just work with you because you’re good; it also needs to feel good to work with you. Prioritize calm communication, kindness under pressure and making people feel taken care of. In my experience, people don’t remember if everything went perfectly; they remember how you made them feel when things got hard. That emotional intelligence is part of your brand.
Final Thoughts
What began as a five-minute paper flower demo grew into a long-term partnership. That’s not because we chased perfection but because we responded fast, built trust and led with heart. The seven principles we live by helped us scale without losing our soul. This experience showed me that luxury brands don’t return as clients for pretty things alone. Your processes must also be smooth, your team dependable and the results memorable.
For any entrepreneur building from scratch, remember that it’s not just about your product. It’s how you lead, listen, solve under pressure and make people feel. Do that with intention, and even the smallest project can open the biggest doors—again and again.
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