Ryan Norville had that nagging feeling entrepreneurs get when it’s time to forge a new path. She had a steady career in web design and photography in her native New York City, and plugged away at a 9-to-5 like most people in her periphery. But, she started to get the inkling that maybe this standard setting wasn’t right for her.
For starters, she had a different idea of what “creativity” meant than some of her bosses, and that continued after she took a leap into the floral industry. But even though she switched from working in front of a screen to working with flowers, Norville couldn’t shake the thought that she could succeed as her own boss. And that’s when she launched Oat Cinnamon, the Brooklyn-based floral company that makes arrangements the star of any aesthetic.
Here’s the thing about Oat Cinnamon: These bouquets were meant to be shared. Sure, that could mean that these buds can be a gift for someone you love, or it could mean that they can be a gift for someone who follows your feed. Norville’s take on floral arrangements has greenery dyed kaleidoscopic colors—think bright blue, deep violet, and bold fuchsia—so that no finished product looks boringly conventional.
In other words, it’s the type of work that refreshes an industry, and makes an everyday product look like something new. By showcasing the versatility of florals, she is also showing off her talents. And all it took was the decision to trust in her idea of creativity.
How did you make your first dollar and what did that job teach you that still applies today?
My first job ever was working at Modell's Sporting Goods when I was 17. I learned that it was important to pay attention to who I’m surrounding myself with when I worked there, which is still something I value to this day.
Take us back to the beginning!
There were two specific “aha” moments. One came to me at my desk job as a web designer. I knew for a long time that I was not happy working a conventional 9-to-5, but I did not see any other way to make a living. I felt that “corporate” creativity was a hindrance to and a killer of genuine creativity in many cases.
(Cont’d…)
When I left my last corporate job and took a chance on working in the floral industry, I still had this feeling. I would have so many ideas about how I would sell the flowers, or how I would market a flower brand, but those ideas never seemed favorable to my new managers at floral companies. So, I started keeping good ideas to myself. When that happened, I think I knew I was interested in starting my own business.
Entrepreneurship is all about taking calculated risks—What’s the most pivotal risk you’ve taken, and how did it change your path?
I think the biggest risk was putting myself out in public as part of a new industry. Our society has a tendency to want to place each of us in a box, especially on social media. In order to be successful, your audience wants you to pick one niche and produce the same sorts of content. My biggest anxiety was putting it out there that I was doing this new thing, and I was terrified of how people would perceive it. People did come up to me and ask, “Where did this come from?,” because it was such a stark contrast to what I was known for creating.
What career mistake has given you the biggest lesson?
This may sound wild for a career-driven interview, but my biggest mistake was getting the bulk of my worth from my job. I am extremely performance-driven, and I used to put so much of my happiness in how my job was going. I told myself that once I found the perfect job, I would be happy—and that isn’t the case. It’s true that I really love my job, and that definitely has a profound impact on my well-being. However, I’ve learned to enjoy the work I do but not receive all of my life’s fulfillment from it. I find it healthier to compartmentalize work and my personal life, which can be hard when you are running a small business.
2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?
Fortunately, my business is surrounded by a product that makes people happy. My main pivot has been looking beyond my product to connect with people during this time. Last year, I think my floral design was inspired 100% by my own preferences. I took pride in “designing for me.” But during the pandemic, that inspiration has taken on a different meaning. I currently look for ways to design in order to share joy, and I think it translates successfully.
When you separate yourself from your job title and the bells and whistles of your business or career, who are you and what do you like to do?
At my core, I am a daydreamer and escapist. I am a big “idea” person who hates the details of bureaucracy. I just want to make beautiful things, imagine new ideas, and always keep my mind open. I want to learn languages, make things with my hands, and eat a lot of food.
For those who haven’t started a business (or are about to), what advice do you have?
Don’t rush it at all. Make sure you really understand exactly what you are trying to offer the public and what your competitive advantage is. Understand, too, that most businesses take time to be profitable. Many people aren’t showing the ups and downs of their businesses to the public, so don’t get caught up in perceptions. Save money, have solid business plans, and know how to do your taxes!
It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?
When we have failures, I set aside a time to feel bad and feel the weight of it. Failure really hits differently when you’re passionate about your job, and even more so when you are the face of the brand. After allowing myself to go through the feelings that come with failure, I have an honest conversation with myself and my team on what we feel went wrong and how we correct it. Do we want to go down that path and try again? Or, should we cut our losses and move on? Being solution-oriented is my main goal, in the end.
What's the one productivity tip or work hack that truly changed your life?
Take breaks. When I try to grind through a period where I am unmotivated or tired, my work suffers and the quality isn’t what it would have been if I just took a mental break.
What is the #1 book you always recommend and why?
I’m actually not in the habit of recommending books. I think I find myself recommending podcasts more often! I love So... What Do You Do Again? by Naomi Elizee. It centers around interviews with BIPOC women in the fashion industry and allows creatives to tell their stories. I love being able to listen to so many women who have inspired me in the fashion industry tell real and unique stories about their backgrounds and how they’ve discovered new talents.
If you could go back to the beginning of your career journey—with the knowledge you have now—what advice would you give yourself?
I would tell myself that there is no rush to get to what is meant for you. I have a bad habit of looking around and feeling like I don’t measure up, or that success needs to come faster in order for me to be worthy of respect. But that isn’t true. When you find the path you’re meant to be on, you have to respect your own timing and allow yourself to be there.
Fill in the blanks:
When I feel fear, I…
Confide in a loved one.
To be successful, you need to be…
Passionate.
If I wasn’t in my job now, I would be…
Studying languages.
Three qualities that got me to where I am today are…
I’m diligent, I trust myself, and I’m not afraid of failure.
The craziest thing I’ve done for work is…
I’ve pulled all-nighters and went straight to school from work.
