DREAM CATCHER: AMELIA ROSE POSADA
Amelia Rose Posada was one of the co-founders of Lindy and Grundy, a sustainable butcher shop that opened to much acclaim in Los Angeles in 2011. Having been raised by a hardworking chef mom in Pasadena, CA, her own venture into the culinary world was perhaps inevitable, but food is just one of her many varied interests. A job at a flower kiosk at age 14 led to a lifelong passion for flowers, and in the world of floral design she is renowned for her creative arrangements, event production concepts, and hotel installations. A guest chef appearance at Soho House in West Hollywood evolved into her designing the tablescape and décor for their winter-themed dinner. With floral talents now influenced by her experience as a butcher, she transformed the space using natural items like birch rounds and treated beef marrow bones among a dazzling array of stems. Her dual artistry has earned her recognition everywhere from The New Yorker to goop and a coveted “Rising Star Artisan” award from StarChefs. Upon the dissolution of Lindy and Grundy, Amelia founded Birch and Bone to create magic by using organic textures and found objects to complement floral design. After just a year in business, Birch and Bone has already found success as the lead floral designer for the Ace Hotel in Los Angeles as well as numerous VIP events.
How did your former career prepare you for running your own business? I owned and operated a bustling, high profile butcher shop for nearly four years! As a first-time business owner, I learned so much – how to manage a team of 10-14 employees, oversee wholesale accounts, and work directly with farmers, slaughter houses, and distributors. I even had to become a meat processing inspector for the CA Department of Food and Agriculture! Learning to wear many hats while building a brand was the biggest blessing I could have asked for. It taught me how to learn from my failures, bounce back quickly, and be humble with success and growth.
What was the biggest obstacle that you had to overcome before launching your business? The biggest obstacle with launching Birch and Bone was my own insecurity about rebranding myself in the public eye, in the same town where I had just gone through both a public divorce (from my wife and partner of eight years) and the closure of my popular butcher shop, which had become my identity. I had to give myself time to heal and gain back my confidence in my personal and public life. Believing in yourself is the most important rule as an entrepreneur.
How long were you in business before you started to see real growth? What do you attribute that to? With everything I do, it’s go big or go home! I reached out to my friends at The Ace Hotel in Los Angeles to ask if I could launch my new design concept in their lobby on Valentine’s Day. My crew and I worked 18 hours straight on February 13, and another 16 hours on Valentine’s Day itself. It was a huge success, and I have been hustling ever since, hauling enormous tables, buckets of flowers, and crates of terrariums for pop-ups all over Los Angeles. I do the weekly florals at The Ace and a few other local spots, and have been gaining events and clients by word of (my loud) mouth. You have to network, woo people, collaborate, think outside your comfort zone, and just ask for business, straight up.
How did you fund your dream? My dreams so far have been self-funded, along with help from my generous, patient family and girlfriend, which I am so thankful for. Having a solid, unwavering support system is imperative for success (and sanity!)
How do you organize your day to best optimize your time? Describe a day in your life. My days are SO wildly varied right now, until I open my retail shop in the fall. I make sure to book myself for pop-ups/events on weekends, and I allow myself (force myself) to take two full days of zero work. I make sure to incorporate exercise, cooking at home, several early morning hikes with my dog, and constant creating and networking with people who inspire me.
If I weren’t doing what I do, I would be… Not fulfilling my dreams! I closed my butcher shop so that I could follow my own dreams, and be my true self! It’s a rare opportunity for one to be able to truly do what fulfills them for a living. I’m lucky.
Five years from now I see myself and my company… Having multiple locations including San Francisco and the Pacific Northwest, and the successful launch of my home decor line!
The key to balancing it all is… Setting real boundaries for yourself. Trust me, I learned this the hard way. I had no boundaries with my previous business. I was always “on”, always working, seven days a week. The biggest lesson I learned was to TRULY dedicate time for myself – I’ve been reconnecting with being active, cooking and entertaining, and taking mini road trips to shake up my routine.
If I had to do it all over again I would… I would change nothing. I learned success, failure, balance, and how to become a businesswoman. Your failures become your roadmap for change and future success. Your past successes become a measure for how to grow and push yourself.
The most important thing I have learned so far is… To embrace your weaknesses rather than focusing on how to fix them. Hire a bookkeeper, CPA, and business manager who are patient, invested, and can inspire you! Be an empathetic, generous, and inspiring boss, and give your employees the tools they need to reach their fullest capacity. Challenge them to innovate and they will, in turn, give you the hard work and loyalty you need to run the ship.
LET’S GET PERSONAL:
I am most proud of… Never giving up, no matter how hard it was!
My favorite getaway is… Marin County…catch me on the Tomales Bay, eating Oysters, or hanging with the cows at Stemple Creek Ranch with Lisa and Loren Poncia!
My favorite TV show or movie is… BREAKING BAD!!!
I try to achieve mindfulness by… Hiking with my buddy, Mr. Porter Blue (a little bear disguised as a german shepherd/chow chow mix.)
My favorite author is… Flannery O’Connor.
One talent I wish I had is… Woodworking.
A woman who inspires me is… My girlfriend, Allison. She was the first person to deeply encourage me to follow my own dreams. She’s the strongest woman I know, and has been instrumental in the launch of Birch and Bone. I look at her and see someone who is not afraid to try new things. Mechanics, woodworking, surfing, volunteering – she has conquered countless hobbies that challenge her and inspire her to grow. If I ever have self-doubt or lack motivation, I think of her and remind myself to get up and make my dreams come true!