Our November Details University Live session brought an extra spark of inspiration as we welcomed Sarah Campbell, founder of Intrigue Design & Décor and Intrigue Teaches, an acclaimed designer, educator, visionary, and floral industry powerhouse. Though Sarah has influenced countless florists through her workshops, tours, and high-energy teaching style, this was her very first time joining us live. If you missed our session, here is a complete recap!
One of the most moving parts of the conversation was Sarah’s openness about her childhood and the challenges she faced growing up. While she rarely shares this story publicly, she did so last year during her keynote address at the 2024 AIFD Symposium—a moment that deeply resonated across the industry.
She spoke about how dreaming of ball gowns, flowers, and Barbie-bright worlds powered her ambition. Looking at where she is today, it’s clear that her journey embodies grit, growth, and the very definition of the American dream.
Her early days involved teaching techniques for creating flower walls, chandeliers, and oversized centerpieces, long before these became industry staples. And thanks to a push from a young assistant with a camera, Sarah leaped into video, eventually building the powerful marketing presence we all know today.
What makes Sarah’s world truly unique is the community at the center of it. More than 12,000 florists have found encouragement, collaboration, and support in the Intrigue Facebook group, where negativity doesn’t stand a chance.
Sarah shared story after story of designers stepping up for one another: covering a wedding for a florist who fell ill, flying across the country to help with huge installs, even producing an entire event for someone who was newly pregnant. That "Kool-Aid" everyone talks about? It’s connection, empathy, and empowerment.
Fresh off the plane from Ireland, Sarah recapped her very first international design experience—a full luxury retreat hosted in a real castle. Designers worked side by side on large-scale installations while exploring the Irish countryside and immersing themselves in the destination event process.
With 24 florists, six photographers, and an unforgettable setting, the event combined education, artistry, cultural immersion, and community in a way only Sarah can deliver.
Sarah also gave us a sneak peek into the upcoming Intrigue Across America Tour. This season features seven breathtaking venues, including:
The Swan House in Atlanta
Cross Keys Estate in New York
Nodding Hill in Dallas
Sherwood Country Club in Los Angeles
Workshops remain intentionally intimate, with a capacity of between 15 and 30 attendees, to ensure personalized attention, hands-on learning, and meaningful connections.
Throughout the session, Sarah highlighted how Details Flowers supports her design workflow, particularly during large-scale workshops and international events. The visual experience, drag-and-drop recipes, and precise costing help her build profitable, scalable, repeatable systems she can teach her attendees.
Coming from someone who used spreadsheets early in her career, this spoke volumes.
Sarah shared everything from her favorite flowers (garden spray roses are having a moment!) to her dreams of paragliding. But she also talked business, what’s next, what she’s building for 2028, and a new training she’s developing on how florists can navigate the complexities of destination events.
Her biggest message?
Dream boldly. Act courageously. And say “yes” before you know exactly how it will all come together.
Having Sarah join us for Details University Live was a complete joy. Her honesty, humor, creativity, and heart for education elevate everyone around her. She champions the floral community in a way few can, and we’re grateful for her partnership, her energy, and her unshakable belief in what florists can accomplish.
If you’d like to connect with Sarah, the best place to find her is on Instagram, where she stays actively engaged with her audience. To watch the entire replay, click the thumbnail below!
About Sarah Campbell
Under Sarah's visionary leadership, Intrigue Design & Décor experienced remarkable growth, quickly earning a reputation for its over-the-top floral installations and extravagant wedding designs. Today, Sarah is recognized as a trailblazer in the industry, sought after by numerous media outlets, including NBC, ABC, FOX, magazines, blogs, newspapers, and, most recently, her appearance on Netflix's The Big Flower Fight.
Sarah's enthusiasm for weddings and her unwavering passion for design shine through in every interaction. She generously shares her vast expertise and creativity through speaking engagements, touring the country and beyond, with hands-on floral design and wedding business workshops that create educational events exclusively designed for the wedding industry. These blossoming endeavors are an integral part of her Intrigue Teaches platform, with over 12,000 members globally, and the immersive Intrigue Across America Luxury Wedding Flower Workshops, both of which have further solidified her position as an industry leader.