Sisters, best friends, and now business partners, Caroline Spelman (Founder & Owner, Creative Director) and Elizabeth Poulnot (Co-Owner, Director of Operations) are the heart behind Juniper & Jasmine, a Charleston-based floral design studio known for blending artistry with a personal touch. What began as Caroline’s solo dream in college has blossomed into a family-rooted business where each wedding feels as intentional as it is beautiful. Their story is filled with teamwork, collaboration, and sisterly support. Along the way, they’ve learned what it truly takes to balance family and business.

We caught up with Caroline for her insights into building a successful partnership with a sibling, advice for creating unforgettable “wow” moments at weddings, and the lessons that have carried Juniper & Jasmine from their first events to today.

What is Juniper & Jasmine’s origin story? How did the idea of creating a business with your sister come into fruition?
I discovered a passion for weddings while in college thanks to the fast-paced, creative energy of the industry. I wanted a career rooted in creativity, and when I discovered floral design I quickly fell in love. After several years as a lead designer for a Charleston floral studio, I was exposed to the beauty and the challenges of the business. I wanted to build something that focused on the art of floral design while creating a personalized experience for every bride.

As weddings in Charleston grew larger and more elaborate post-COVID, I needed the support of a fulltime partner. Enter Elizabeth, my older sister, number-one cheerleader, and my behind-the-scenes helper since day one. With a background in events and marketing in the corporate world, Elizabeth brought serious logistical know-how and a love for planning. We were a natural fit: two sisters, blending creativity, business savvy, and a shared eye for detail to build something truly special, together.

Can you share 1-2 tips for working closely with family?
Trust us, we hear that all the time! People often say, “Wow, I could never work with my sister!” For us, it was never even a question. We are extremely lucky that we’ve always been close (okay, except for that brief phase when Caroline was still into dolls and Elizabeth was too cool in high school), but truly, we’ve been best friends forever.

When we decided to go into business together, we made one thing clear from the start: we’re sisters and friends first, and business partners second. Our relationship means everything to us, and if the business ever came between that, we would know it’s time to reevaluate.

So, what makes it work? For starters, we each bring something different to the table. Elizabeth handles the day-to-day operations (logistics, ordering, timelines, communication) while I lead the creative side (design proposals, floral arrangements, and directing the design team). We’re on different “teams,” but our roles complement each other perfectly.

We often get asked if we disagree. The answer? Definitely. However, we reshape this into one our greatest strengths. Because we know each other so well, we can sense when the other needs space, a beat to cool off, or just a snack and a deep breath. If something is off, we can get it off of our chest, move on, and focus on the job at hand. 

How has Juniper & Jasmine changed since your early days? How has Charleston’s wedding scene changed?
I primarily worked solo when the business started. Behind-the-scenes, it was a true family affair. My Dad often helped build structures in the garage or would troubleshoot installation mechanics. My Mom was always present, often cleaning vases and candleholders. Naturally, Elizabeth was by my side, jumping in to assist with event-day setups and breakdowns.

Since then, we’ve developed into a large, streamlined operation. Our wonderful team is thoroughly trained for everything from design to day-of logistics. Instead of cramming everything into my sister’s borrowed Tahoe to avoid van rental fees, we now roll up in two 15-foot trucks and packed-to-the-brim SUVs!

We feel incredibly fortunate to be part of Charleston’s vibrant wedding industry. Even though we’re technically competitors, it’s a deeply collaborative community. We swap vases and structures, trade tips on venues, and even freelance for one another during busy weeks. The community is full of talented designers, and I’ve learned so much from each one of them over the years. We’re all here to help each other and wish to see each other succeed. It’s very special! 

It appears weddings anchor your business. What other events do you typically work on? How do you approach these smaller, more intimate gatherings?
Weddings are at the heart of everything we do, they’re truly our specialty. Here in Charleston, the wedding industry is its own beautifully busy world, so we can stay booked and busy with weddings and their accompanying events including rehearsal dinners, welcome parties, and bridal luncheons. 

That said, we adore the intimacy and magic of smaller celebrations, especially elopements. Some of our favorite designs have been lush, romantic floral installs climbing up the limbs of ancient oak trees. What’s more romantic than saying “I do” under a centuries-old oak, just you and your soulmate, surrounded by flowers? (Personally, that’s the dream!)

Wedding trends are ever changing. How do you stay abreast on industry trends? How do you guide clients accordingly?
Like many people, you’ll find us doom scrolling through Instagram, TikTok, and Pinterest as we hunt for what’s new, fresh, and inspiring in the industry. We love to challenge ourselves creatively, so discovering a unique idea or unexpected trend always excites us.

That said, we believe in balance. It’s important for clients to strike a balance between being trend-forward while staying true to themselves. While staying classic and timeless is never the wrong decision, we get especially excited when clients greenlight creative freedom to think outside the box and create something different to make their day one of a kind!

There are staple floral moments in weddings like altars and bouquets. What’s a “new” floral impact space you would advise other floral & event businesses on?
For us, it all comes down to space and the overall vibe the couple wishes to cultivate. Instead of spreading small details throughout the venue, we love the idea of focusing on one or two impactful, photo-worthy moments. Think: a dramatic entryway installation, a stunning escort card display, a floral-filled stairwell, or an overflowing fireplace mantle. 

Choosing a standout spot not only elevates floral designs, it also gives guests (and photographers) a moment to remember. It’s all about creating that “wow” factor in a way that feels intentional and aligned with both the couple’s aesthetic and your artistry. 

Accent Decor proudly sells to thousands of small businesses and works to cultivate a community among our network of unique and creative customers. Can you share advice with fellow small businesses, perhaps some lessons learned along your journey?
My biggest piece of advice? Prioritize your mental and creative health over the paycheck. It can be so tempting to say “yes” to every inquiry, especially in the fast-paced wedding industry. I’ve learned to be selective and mindful of the impact this can have on well-being. 

If stretched too thin, the joy that brought you into this work can start to fade and that inevitably shows in your work. We’re intentional about the weddings we take on so we can stay inspired, complete our best work, and still have time for the people and moments that matter most outside of the business.

Stay up-to-date with Juniper & Jasmine on their website and Instagram. To shop Accent Decor’s wholesale decor and wholesale event decor along with new flower, plant and home products, visit accentdecor.com.

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