About TOBY

Toby Kassoy

Founder/Creative Director

Toby Kassoy, was born and raised in Southern California. In her college years she went up to Eugene Oregon, where she first fell in love with floristry. Upon returning to Los Angeles, she spent 8 years working in the Entertainment industry, while all along, flowers were always tugging on her heartstrings. In 2004 she decided to leave her corporate job and open Lilla Bello, aptly named after the beautiful lilac bushes she remembers outside her kitchen window in Oregon.

Coming from the Entertainment world, she felt there was an absence of a “concierge-level” floral and event company out there, and she found her niche by offering not only exquisite floral designs, but the highest quality and exceptional service. Lilla Bello only takes on 1 wedding per weekend. Toby is dedicated to not only providing stunning florals, but also a relaxed and enjoyable experience for her clients. Toby personally cherry-picks all of the florals being used for your celebration. She has forged valuable relationships and friendships with vendors, growers, local farms, and fellow floral designers in Southern California.

Toby lives in the gorgeous Santa Ynez Valley, with design teams in both Los Angeles and Central Coast, where she is able to seamlessly service territories including LA, Malibu, Ojai, Montecito, Santa Barbara, Santa Ynez and San Luis Obispo.