Luxury Florist Weathers Economic Shifts With Intentional Design

San Diego-based Tularosa Flowers sees stability in the high-end wedding market despite broader industry uncertainty.

Apr. 2, 2026 at 1:42am

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Despite economic pressures, luxury wedding florist Dawn Weisberg of Tularosa Flowers in San Diego has maintained steady sales, though couples are taking longer to commit. Weisberg has adapted by offering more flexible payment plans and focusing on refined, personalized floral designs that evolve with fashion and technology trends.

Why it matters

Tularosa Flowers' experience provides insight into how the luxury wedding market is responding to broader economic uncertainty. While some couples may be scaling back, high-end clients are investing in more thoughtful, artistic floral designs that reflect their personal style.

The details

Weisberg says Tularosa Flowers hasn't seen a dip in sales, though couples are taking longer to commit. To accommodate, the company offers more flexible payment plans. Rising costs for labor, logistics, and imported flowers have also forced Weisberg to get creative, relying on her experience to pivot without passing increases on to clients. Luxury clients are gravitating toward bold, sculptural floral designs that move beyond traditional wedding styles, often drawing inspiration from fashion, interiors, and even AI-generated imagery.

  • Tularosa Flowers has seen sales plateau this year, after several years of significant increases.
  • Couples are taking 9 months to a year to book weddings, a longer runway than before.

The players

Dawn Weisberg

The founder of San Diego-based Tularosa Flowers, which works almost exclusively in the luxury event space.

Tularosa Flowers

A San Diego-based florist that operates firmly in the high-end wedding market.

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What they’re saying

“We haven't seen a dip. This year we're at about, or slightly above, what we did last year in sales.”

— Dawn Weisberg, Founder, Tularosa Flowers

“There's a longer runway now. Couples aren't spending less money. They're just taking more time to decide to spend it.”

— Dawn Weisberg, Founder, Tularosa Flowers

“I would never go back to a couple six months before their wedding and tell them their budget needs to go up 20 percent. That feels incredibly stressful.”

— Dawn Weisberg, Founder, Tularosa Flowers

What’s next

Tularosa Flowers plans to continue refining its luxury floral design approach, incorporating more bold, sculptural elements and drawing inspiration from fashion, interiors, and emerging technologies like AI.

The takeaway

While the broader wedding industry navigates economic uncertainty, luxury florists like Tularosa Flowers are finding stability by focusing on personalized, artful floral designs that evolve with trends. This suggests high-end clients are investing in thoughtful, immersive experiences rather than simply cutting back.