Florist Spotlight – Lake Forest Flowers

Lake Forest Flowers has proudly served the Lake Forest, IL community since 1981. FTD recently spoke with current owner Eileen Looby Weber about the 44-year-old florist shop and its rich history.

FTD: Tell us about your business and how you got started in the floral industry.

Eileen: Lake Forest Flowers is a family-owned business that has proudly served the Lake Forest community for generations. My father, John Looby III, cultivated both a business and a legacy by sharing his love for flowers and generously serving the Lake Forest Community for over 45 years. Growing up, I was immersed in the family shop and developed an early passion for flowers—the colors, textures, and excitement of each new season felt like Christmas morning. That foundation inspired me to pursue a degree in horticulture at Purdue University, followed by an MBA, and ultimately to carry forward the artistry and tradition of our family’s floral business.

FTD: What are some of the unique challenges and rewards of being a local florist?

Eileen: One of the biggest challenges is balancing the unpredictability of flowers—availability, seasonality, and pricing—with the expectations of customers who often come to us for life’s most meaningful occasions. Yet those challenges are also what make the work so rewarding. We don’t just sell flowers; we create experiences. Whether it’s a wedding, a birthday, a memorial, or a simple “thinking of you,” the joy flowers bring makes every long day worth it. Our motto is “Make it happen.”

John Looby III outside Lake Forest Flowers

FTD: Please share a story about a particularly memorable or meaningful experience you've had with a customer.

Eileen: The “Name of the Day” sign in our shop has become a tradition that touches people in unexpected ways. Customers light up when they see their name or a loved one’s name, and it inspires many to gift flowers “just because.” I’ve seen tears, laughter, and heartfelt thank-yous sparked by that small gesture. It’s a daily reminder of the joy of gifting and the importance of making people feel special.

FTD: How do you maintain a personal touch and build relationships with customers in your community?

Eileen: Our philosophy is simple: listen first. Every client has a story, a vision, or an emotion they want to express, and we see it as our role to translate that into flowers. We stay deeply involved in our community—through workshops, nonprofit partnerships, and supporting local schools—and that gives us authentic opportunities to connect. Those ties, along with the generations of families we’ve served, create trust and lasting relationships.

FTD: What advice would you give to someone looking to start a career in the floral industry?

Eileen: Start with a genuine love of flowers and people. The artistry is important, but so is the ability to listen, adapt, and handle the challenges of perishable products. My advice is to get hands-on experience—unpack the boxes, design with unusual blooms, and learn the business side, too. The floral industry requires both creativity and resilience, but it offers a truly fulfilling career.

John Looby III and his daughter, Eileen Looby Weber

FTD: What led you to become a member of the FTD network?

Eileen: Joining the FTD network gave us the ability to serve our customers beyond the walls of our shop. Our clients trust us with their most personal occasions, and through FTD, we can extend that trust to deliver flowers across the country and around the world. It’s been an invaluable way to strengthen our service and connect with a broader floral community. We also enjoy the education opportunities and learning from other industry professionals.

FTD: Tell us anything else of interest about your business.

Eileen: Workshops have become an exciting part of our business—whether it’s teaching children the joy of arranging, leading fundraising events with nonprofits, or showing adults how to design seasonal centerpieces. Sharing knowledge is as important as designing flowers, and it inspires the next generation of flower lovers. Looking ahead, we’re committed to continuing our family legacy while embracing sustainability and eco-friendly practices so Lake Forest Flowers can serve our community for many years to come.