About Us

As of July 2024 we have closed our retail shop and fresh floral delivery. We are an event focused floral design studio focused on designing for special events and weddings.

You can order dried floral arrangements online for local delivery and US shipping.

Text us with any questions or fill our the contact form
619.800.0825

Jesse Zmuda first fell in love with flowers as a 15-year-old working at a floral shop in Pittsburgh and her passion for flowers has only grown stronger over the years. 

In 2003, Jesse moved to San Diego with her best friend.  Finding work was not hard, but she longed to work with flowers again.  She began to frequent a lovely flower shop in Hillcrest, dropping by to chat with the owners and admire their work.  Eventually she was offered a job there, and happily worked there for a couple of years. In 2008, Jesse moved back to her hometown of Pittsburgh, PA, and opened a restaurant. In 2015, she returned to San Diego, with a burning desire to get back into floral design.  At a floral design course, she met a friend with the same ambitions and together they founded their own business.  In 2020, Jesse was ready to go it alone and Backbone Floral was born. 

Backbone was originally a retail-focused, everyday-order florist.  Initially very popular, the shop saw a dip in business during Covid. She hired help to tend the shop, while she focused on purchasing flowers and creating her designs.  

“Eventually, I realized that I was busy but not happy.  I thought long and hard about what I really wanted and I thought of Marie Condo, the home organizer and her mantra, ‘Does it spark joy?’  And that’s when it hit me: I’d become more of a retailer than a designer.  That was not my passion and was less profitable than hoped. I’ve always loved the process of designing for events.  Weddings, showers, corporate events…  I use fresh or dried flowers or a combination for these events. These projects allow me the opportunity to get to know each client and their particular needs.  I’ve found they also offer more creative opportunities and personal satisfaction. 

Today the retail end of Backbone Floral is closed, but the design studio remains in its Mission Hills location on Fort Stockon.   Customers can shop for dried florals by appointment and attend special workshops and events.   “I love being a part of this community and I’m glad to remain here and serve my clientele. If you see me at the studio, please stop and say hello!”