About

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. Nearly 2 decades later, Toby still cherry-picks all of the florals being used at Lilla Bello from the market every week. She has forged valuable relationships and friendships with vendors, growers, local farms, and fellow floral designers in Los Angeles.

Lilla Bello is a boutique floral firm in Southern California, that has never strived to be a “flower factory”. With designs that beautifully match with the California lifestyle, Lilla Bello is commonly found designing weddings and special celebrations throughout LA, Malibu, Ojai, Santa Barbara and Santa Ynez!

Lilla Bello builds relationships with clients, gets to know who they are, and then carefully crafts the designs to each individual client and the experience they are wishing to create.