TOBY KASSOY

Toby Kassoy was born and raised in Southern California. During her college years, she
moved to Eugene, Oregon, where she first fell in love with floristry.

Upon returning to Los Angeles, she spent eight years working in the entertainment industry, but flowers always tugged at her heartstrings. In 2004, she decided to leave her corporate job and open Lilla Bello, a name inspired by the beautiful lilac bushes she fondly remembers outside her kitchen window in Oregon.

You are not a number. The more Toby gets to know you personally, the more she is able to translate your love story into gorgeous florals.

Toby understands that each wedding or event represents a meaningful milestone—and personal attention and trust is a key part in her clients’ experience. Lilla Bello takes on only one full-service wedding per weekend, ensuring that every client receives a personalized and stress-free experience. Toby personally handpicks all the florals for each celebration and has cultivated strong relationships with vendors, growers, local farms, and fellow floral designers throughout Southern California and abroad.

Now residing in the stunning Santa Ynez Valley, Toby oversees design teams in both Los Angeles and the Central Coast. This allows her to seamlessly service areas including LA, Malibu, Ojai, Montecito, Santa Barbara, Santa Ynez, and San Luis Obispo, bringing her signature floral artistry to life in each event she touches. Lilla Bello is always honored to discuss your "destination" events and how we can be a part of your design team in locations that are most meaningful to you and your loved ones.

about the FOUNDER/CREATIVE DIRECTOR

Coming from the entertainment world, Toby recognized the absence of a "concierge-level" floral and event company. She found her niche by offering not only exquisite floral designs but also the highest quality of service and attention to detail.