Tell us a little about yourself.

I was born in Mexico City but grew up in a small town in the state of Hidalgo, Mexico, just north of Mexico City. At 31 years of age, I’ve experienced a remarkable journey filled with travel, international living and encounters with extraordinary individuals. The excitement of grasping opportunities and going on adventures appeals to me. I am a woman who embodies determination, boldness, diligence, creativity and an insatiable appetite for new experiences. I am energized by exploring other cultures; interacting with varied communities; and immersing myself in novel gastronomy, traditions and customs.

Tell us a little bit about your career and how you started in flowers.

I made the decision to change my life in 2019 and left my job as a marketing and communications professional. The plan was to take a few months off and rekindle a relationship with myself, but life had something much better in store for me: flowers! I was drawn to flowers, and I wanted to study floristry and floral design. I asked a florist in my city if I could work with him, and I sensed something special the moment I walked into his workshop. But it wasn’t until I used flowers for the first time and tried to “copy” one of his arrangements that I felt a connection to the work and experienced a sense of fulfillment. I was certain that this was what I wanted to do the rest of my life, so, after extensive research, I enrolled at the prestigious London Flower School where I learned not only the fundamentals of floristry but also how to tap into my creativity, use it to its fullest potential and find inspiration in unexpected places or things.

After graduating, one of my classmates invited me to work for her family’s business. I relocated to Bahrain to take on the position of head florist at the Yousif Qassim Artistic Center (YQ ART), a renowned event design firm known for developing cutting-edge floral décor for interiors and events. I had no experience, but like any challenge-loving person, I leapt at the chance. It was one of the highlights of my life, and everything associated with the experience drove me to become a better floral designer. I got to design and produce floral arrangements for royal weddings attended by more than 1,000 guests in just my first year.

I had to return to Mexico before my contract was up due to the COVID-19 pandemic, where I started taking online classes, honing my skills at home, and creating bouquets and arrangements for special events and private clients. I acquired more knowledge, security and experience, which helped me get my current job at a company in Los Cabos.

I say that flowers found me and saved me, and I have them tattooed all over my body as a daily reminder. I consider myself lucky to use flowers as a medium in a profession that enables me to communicate my creativity, enthusiasm and perspective on life.

What is your favorite type of flower design to create?

Every type of design is fascinating to me, but flower installations are my favorite. I relish the challenge of turning a large empty space into something incredible that no one could have imagined. However, creating bridal bouquets, which used to be challenging and frustrating for me, are now my favorite feature of a wedding because seeing a bride’s face when she sees her bouquet is very rewarding. My next goal is to perfect the art of wearable florals and floral designs for editorial work.

How would you describe your floral design style?

It’s hard to know exactly what my style is because it keeps evolving as I learn. It often takes cues from English garden-style flower design because my first studies were in England. It is lush and eclectic without sacrificing elegance, and it can also occasionally be wildly lavish and excessive. My designs always include a lot of movement, texture, a variety of flowers or additional details, and colors with a hint of finesse—as well as something unexpected.

What inspires you?

Nature, in all its splendor, remains my paramount source of inspiration and muse. But I’m also inspired by my favorite country, Mexico, which is a gold mine of traditions, art, vibrant attire, a kaleidoscope of colors, delicious food and plentiful resources. Music is another source of endless inspiration for me; I can’t work without its rhythmic companionship. Paintings, too—especially the works of the Dutch Masters and landscapes—captivate my soul. I’m also continually inspired by my colleagues and floral design mentors, who are brimming with talent and creativity. Last, but certainly not least, I draw inspiration from my father, who now resides in heaven. My parents have been my greatest teachers and role models.

What accomplishments are you most proud of in your floral career?

First, I’m fortunate to have been featured in Florists’ Review’s “35 Under 35” feature, to win two categories in the magazine’s “Picture Perfect Weddings” contest and to be featured on the cover. Equally significant are my achievements at the company I currently work for in Los Cabos over the last two years. Some of the weddings I’ve orchestrated have been featured in People magazine and on Carats & Cakes and Style Me Pretty. I’ve been interviewed for publications around the globe, and I was even extended the honor of participating in a major flower festival in Belgium. Among my most cherished achievements is my work in Bahrain, which demanded a rapid immersion into the country’s rich culture and traditions, overseeing large-scale events, talking to clients, executing mock-ups, coordinating the import of flowers from Holland and managing a team of florists. These accomplishments were beyond my wildest expectations when I embarked on this career just four short years ago. I am proud of where I am today, armed with knowledge, fueled by passion and ever-grateful for how far I’ve come, and I’m eager for what the future holds.

What current floral trends excite you?

The infusion of vibrant hues and exotic flowers creates a sense of vigor, fearlessness, power and empowerment into floral creations. Also, the incorporation of elements like fruits, vegetables, spices and even unexpected details adds an intriguing dimension and fascinates me. The trends toward intimate events and small-scale weddings and wearable floral designs also inspire me and ignite my creativity. Finally, championing natural resources and eco-friendly materials to craft ethically and sustainably is paramount.

What advice do you have for floral designers just starting in the industry?

Believing in oneself and avoiding comparisons, both within and beyond the industry, is crucial. It’s easy to fall into the trap of thinking others are more successful or talented, which can be incredibly stressful. In this era of abundant information and references, it’s common to feel overwhelmed rather than inspired. Initially, finding one’s own style can be uncertain, and drawing inspiration from other designers is fine, as long as it doesn’t lead to replication. Experimentation is key, which will lead to discovering what resonates most within us. Also, remember that flowers are our medium of expression, and no arrangement or creation will be the same when infused with passion, creativity and love. This is how we cultivate our distinctive viewpoint and make our mark.

It’s also vital to take pride in who we are and what we do as floral designers and artists. We’re not just beautifying spaces; we’re integral to events, bringing joy, light and vibrancy through our work to those who experience it. That’s why we must think outside the box and dare to do things differently. Travel, and push your boundaries. Don’t settle for the first idea; seek beyond. And this is paramount: Seize every opportunity fearlessly. Never underestimate your potential, and stay attuned to trends. Continuous learning is key. Read, watch videos, enroll in courses and workshops, connect with fellow professionals, and build a robust network. Embrace every relationship with your colleagues; sharing and learning from one another is invaluable.

What is your favorite flower?

Making this choice is never simple, yet, if I were to pick a favorite, it would be Ranunculus. They come in a wide variety of fun and fascinating hues, and I find their complex shape to be breathtaking. Also, lately, my fondness for Eustoma/Lisianthus has been growing exponentially. Although their variety of colors is amazing, it’s their delicate, graceful and elegant shape that has my heart.

What do you hope to do in the future?

I want to continue picking up knowledge from the top professionals in the field, and I wish to take part in competitions and flower festivals all around the world. As an independent floral designer, I want to focus on major installations, editorial pieces, photoshoots and anything else that involves a deeper creative process. I also want to be able to contribute to the field and even teach alongside some of my floral friends and inspirations, like Susan McLeary, Holly Chapple, Alyssa Lytle and others. It would be a dream to be able to share and teach all around the world. And, I would also love having a farm where I can grow my own flowers.

Florist Spotlight: The Bridgehampton Florist

By Jill Brooke

About midway through the Hamptons—a string of tiny seaside towns, villages and hamlets on the eastern end of New York’s Long Island, famous for being summer and weekend destinations for affluent New York City residents—lies the notoriously expensive hamlet of Bridgehampton. There, one will find The Bridgehampton Florist, owned for 38 years by Michael Grim and Jim Osburn. Their well-heeled clients prize them for their exquisite taste, calling upon the duo year-round to create fabulous floral décor for their country homes and estates, including decorating those dwellings for Christmas. Here is a glimpse into The Bridgehampton Florist and a look at some of the bucolic holiday environments Grim and Osburn create.

FR: How did you start your career?

MG: I started my career attending a vocational school in the Lehigh Valley, in Pennsylvania. This all came very natural to me. During my senior year, doing a design panel, I met the president of FTD who told me I should move to a metropolitan area. So off to New York City I went, where, with the help of my father, I got a job at the flower shop at The St. Regis Hotel in midtown Manhattan. In New York, I meet Jim, an actor/model in The Hamptons. We fell in love with the area, and because of his love of gardening, we decided to open The Bridgehampton Florist in 1986.

FR: How do you start your day?

MG: Our days typically start very early. I order flowers from Holland and fill in with product from local wholesalers in our area. I spend early mornings also working on proposals and table designs. We get to the shop around 7ish, giving us quiet time to get things done before the phones start ringing and customers start filing into the store. We have a large in-house service, plus we go into our clients’ homes weekly and fill them with fresh flowers.

FR: What inspires you?

MG: Everything! The color around me, the sunset, the wildflowers along the beach, color combinations in nature or the colors in what someone is wearing—so many things. Everything around me inspires me.

FR: Of what are you most proud?

MG: Loving a career so much. We’ve had a flower shop for 38 years, and we love working with incredible our clients, including artists and people in the world of fashion. We love making people happy, and every day is a new adventure and an opportunity to be creative.

FR: What advice would you give to florists just starting out today?

MG: Stay focused, go to the flower markets and learn how they work, learn about flowers, observe likes and dislikes, play with color—and have fun!

FR: What are your goals for the future?

MG: To keep enjoying flowers till I am pushing up daisies!

FR: Does anything about your work scare you?

MG: Putting lights on a 14-foot tree—praying they don’t go out on Dec. 24 before guests arrive.

FR: What was one of the biggest challenges you experienced during your years as a florist?

MG: Turning a restaurant into a tropical jungle, with live parrots and tigers—all in less than 18 hours.

FR: How do you manage Christmas?

MG: Christmas décor in the store is generally minimum because we are busy decorating clients’ homes until the 24th. In the store, we put up an artificial tree usually the weekend before Thanksgiving—artificial because at that time we cannot use a real tree. The romance of fresh trees is wonderful, but they are very unsafe and dirty. When doing clients’ trees, we mostly wear masks because of the dust. Last year, we decorated 12 10-foot-to-14-foot trees. Our tree at home hosts a collection of beautiful jeweled ornaments created by our dear friend Jay Strongwater along with crystal prisms from old chandeliers. When things get too busy, we will have just a big vase of flowering quince, with a few of our favorite ornaments.

FR: What are you most well-known for?

MG: Our wreaths, mantel décor, miniature trees and beautiful miniature wreaths that are great to hang or use as napkin rings or candle rings.

FR: How do you use pine cones?

MG: What don’t we do with pine cones? We fill mantels solid with cones of different shapes, sizes and types; we lay evergreen branches on mantels and pick cones into the evergreens; we make wreaths with different sizes and types of cones; and we use them as place-card holders for dinner parties. The possibilities are infinite!

FR: What trends do you currently observe and pay attention to?

MG: This is a difficult question. Most of our clients have beautiful traditional homes, and our style is a very natural country feeling. We stay consistent to that, with surprises within that format.

Leah McLean is a still-life and portrait photographer who is obsessed with all things art, light and floral. She is fascinated by the intricate beauty of flowers and the way they evoke emotions in people. McLean was the winner of Florists’ Review’s July 2022 “American Grown Best in Blooms” design contest. Her love for flowers, combined with her passion for photography, results in amazing work.

FR: Tell our readers a bit about your career.

LM: I have been a working photographer for almost 20 years. Ever since I entered my first photo contest at the age of 14, I have been hooked on the art of photography. I started as a portrait photographer but moved into flower photography after taking an online workshop. I had to submit a photo for a lesson, and I had some sunflowers in the house that I used as a subject. I was hooked on flowers after that. Then, I met a flower farmer at a local farmers’ market, and she asked me to photograph an arrangement she had created. It was there that I fell in love with designing still-life scenes to photograph. I also have a passion for the outdoors and growing flowers, and I love being able to combine these interests to create environmental portraits and floral still-life photographs.

FR: What type of business is The Salted Image?

LM: The Salted Image is a fine art flower photography and prints business. My creative goal with it is to capture the beauty and essence of nature through still-life photography and to inspire others to appreciate even the smallest things in our incredible world.

FR: What and who inspires your photographic art?

LM: I am obsessed with art from the past. I love the Pre-Raphaelite British artists of the Victorian Era, the floral Dutch Masters and the American Golden Age of Illustration artists. I am also especially inspired by the French flower painter Henri Fantin-Latour and the Russian landscape painter Alexei Savrasov—and so many more. I am also always on the hunt for other painters from the past to inspire my work.

FR: Do you create the flower arrangements that you photograph yourself?

LM: Yes, and I incorporate the colors, compositions and light that I see in these great artists’ work. I have always loved art, and I enjoy using my knowledge of the elements and principles of art and design as a basis for my arrangements. I have probably learned the most from trying to re-create arrangements from the paintings of the Dutch Master still-life painter Rachel Ruysch.

FR: What do you do with your arrangements after you photograph them?

LM: I create arrangements only to photograph, and after that, I rearrange the flowers into new scenes. I can get dozens of looks from the same flowers. 

FR: Where do you get the flowers for your photography?

LM: I grow the majority of the flowers in my photos myself. I started doing this several years ago because I could never find the exact flower and/or color that I wanted. I really keep it simple with easy flowers like peonies, Zinnia, Dahlia and Anemone. I have several rose bushes, but they are a challenge for me. I try to plan out my photos a season in advance so that I have the types of flowers and colors I need.

FR: What is it about floral design that fulfills you?

LM: We are a family of six, and my house is almost never quiet. Floral design gives me a chance to step away and take some time by myself, which I need and love. The whole process is a delight for me, and I love how tiny changes in my setup can make such a big impact on the final image. A change of perspective or moving my light just an inch can create an entirely different look.

FR: Please share a few of your tips and tricks for photographing flowers with our readers.

LM: Happily! It is all about the light. Photograph your flowers when the sun is lower in the sky, not midday. Mornings and evenings are great times that offer beautiful light. Natural light is glorious and should be taken full advantage of. I am all for turning off the flash and enjoying the light from the sun. However, using supplemental light like a flash or a strobe provides more control and options, including the ability to create the light you want at any time of the day—or night. Whether using natural or supplemental light, position your arrangements so that the light source is to the side rather than the front; this will highlight details and add depth to your images. Also, remove all clutter from your background so that the focus is entirely on the flowers. Experiment with different perspectives, and get down on the flowers’ level. 

(See the “Characteristics of Light” sidebar for more information.)

FR: What do you hope to do in the future?

LM: I plan to offer in-person flower photography training, and I would love to see my images on stationery or puzzles in Barnes & Noble!

FR: What accomplishments are you most proud of?

LM: I am proud that I learned how to garden and grow flowers. I have also sold some of my prints at Anthropologie.

FR: Do you have a favorite flower?

LM: This question is impossible! I love peonies, especially the ‘Coral Charm’ variety. They photograph beautifully. The same goes for parrot tulips and David Austin English garden roses. 

Characteristics of Light

DIRECTION: This refers to the position of your main light source in comparison to your subject. With a flash, you have precise control of the direction of the light and where shadows fall, which can help you create shape and volume. It can also decrease or increase the texture of your subject.

COLOR: The color of light can have a big impact on images. Color conveys mood and is a big part of storytelling in imagery. With flash, you have the option to use gels (colored cellophane filters) to correct color casts or add creative color.

QUANTITY: This refers to the amount of light in a scene. You can measure this with the meter in your camera, a light meter and even your eyes. The quantity of light plays a huge role in the settings you choose for your images. 

QUALITY: The quality of your light can be based on how hard or soft it is. Diffuse light is soft (bright yet balanced and “bathing”) creates gradual changes from highlight to shadow. A specular light, like a camera flash, is hard and casts distinct shadows and provides a high-contrast look to your shots, with sharp gradations between light and shadow. OCF (off-camera flash) photography, which involves using a flash unit separate from the camera to illuminate the subject, enables you to control the quality of light with your chosen modifiers. 

SIZE: The size of your light source in relation to your subject will have a big impact on the softness/hardness of the light. For example, a tiny light on a large surface will create hard light while a tiny light on a tiny surface will create softer light.

DISTANCE: The distance of your light from your subject plays an important role in flash photography. Positioning a large light modifier, such as a softbox, a scrim or an umbrella, close to your subject will create very soft and diffuse light. The further you move the light modifier away from the subject, the smaller the light source becomes, and the transitions from shadow to light will become more pronounced.

DURATION: This is a characteristic of light that offers so much fun for a strobist—a person who practices OCF (off-camera flash) photography. The duration of your flash can freeze a drop of water with extreme sharpness or show movement when combined with a slow shutter speed. You can even combine constant light with flash for a variety of creative looks.

Floral design educators have a special role in the industry nurturing new florists and helping experienced designers grow and become better. Not every floral designer is cut out to be a teacher, though; it takes a special personality to be able to communicate and teach floristry. One of the brightest such people in our industry today is Sue McLeary, a.k.a. “Passionflower Sue.”

McLeary is not only a renowned educator but also an award-winning floral designer and author, known for her unique, boundary-pushing floral art. She is the founder and creative director of her eponymous floral design company in Ann Arbor, Mich., through which she offers online and in-person instruction for beginning and professional floral designers, as well as destination workshops around the world. 

In February of this year, McLeary’s second book—Flowers for All: Modern Floral Arrangements for Beauty, Joy, and Mindfulness Every Day—was released. The book stems from the author’s belief that flowers should be enjoyed by everyone every day. She does away with fussy ingredient lists and impossible-to-find botanicals, instead revealing secrets for making striking, joyful flower arrangements using just a few materials. Her first book, The Art of Wearable Flowers: Floral Rings, Bracelets, Earrings, Necklaces, and More, published in March 2020, offers step-by-step instructions for creating 40 fresh flower wearables, including jewelry and headpieces.

FR: How did you get started in flowers?

SM: After spending my young adult life searching for the right career, I found myself back in my hometown of Ann Arbor, Mich., finishing a bachelor’s degree and making jewelry. I was in my late 20s, and many of my friends and acquaintances were getting married. Word of my jewelry-making hobby got out, and I started receiving requests to create jewelry pieces for those weddings. One friend asked me to make jewelry for her and her bridesmaids, and, as we talked, she confided that she hadn’t yet hired a florist. Her wedding was just a few months away, and it was clear she was concerned about this missing detail. I can still recall her exact words as she grasped my arm and asked me if I would be her florist: “You’re creative, you can probably do this!” I agreed to design the flowers for her wedding, thinking it would be an interesting challenge. It wasn’t until I held her flowers in my hands that I recognized a transformation was occurring inside me. In that moment, it became clear to me that this was what I was supposed to do with my life. Floristry was the perfect creative outlet for me.

I then got a job at a retail shop for three years before breaking off on my own. As my passion grew, I submerged myself into all things floral design. I earned certifications from the Michigan Floral Association [now the Great Lakes Floral Association] and the American Institute of Floral Designers (AIFD), and I studied with numerous internationally recognized instructors. I spent the next several years honing my craft, building a floral studio business, collaborating with artists around the world and teaching others how to relish every moment with the fine art of floral design.

FR: What inspired you to start teaching?

SM: There came a point when I realized that my favorite thing to do is identify “pain points” that we have in our profession, test ideas to solve them and then report my findings. I found myself spending a lot of time answering questions in forums and helping other designers with design issues, which, naturally, led to teaching. I also reached out to an important mentor of mine, Holly Chapple, and told her about my desire to share in this way. She helped me a great deal; I like to say that I “borrowed confidence” from her. Stepping out in front of people and offering your approach is intimidating, but it was helpful to have her cheering me on.

FR: Why do you enjoy teaching and mentoring others?

SM: When I found and fell in love with floral design, I sensed that the culture of floristry—in this country, at least—was ripe for a renaissance. Florists were largely seen as service providers who reacted to specific requests from their clients rather than as artists with unique points of view. That has changed quite a bit, but I am still drawn to encouraging florists to explore their creativity, make the work that they want to see in the world and draw in a client base that wants what they create. I feel that my role is to offer ideas that encourage creative exploration and enable florists to make innovative, relevant work that is also environmentally responsible. It’s my hope that this approach helps to elevate the profession and push floristry further forward.

FR: What subject or technique do you love to teach the most?

SM: Wearables and installations; these two segments allow for so much creativity and play. I also love that the techniques and concepts involved in those can apply to every other aspect of floristry. They encourage curiosity, innovation and problem solving.

FR: Where can people take your classes?

SM: I offer online courses, and I teach workshops all over the world, for both beginning and experienced floral designers. I am excited to reopen my studio in the near future so that I will be able to offer in-person classes more often.

FR: From what sources do you derive inspiration?

SM: Nature is my inspiration, and my love for it drives me to want to increase awareness around sustainability in the practice of floristry and to make advancements toward more responsible design applications.

FR: What excites you most about floral design today?

SM: Focusing on the principles of floral design. I enjoy floral designs in which each flower is allowed to shine to its fullest potential—versus mass designs.

FR: What advice do you have for floral designers just starting in the industry?

SM: Be patient with yourself and allow time to explore the medium and learn. Find an aesthetic that speaks to you most, and educate yourself about it and practice it. Hone your craft.

FR: Do you have a favorite flower?

SM: There are so many, but I have a special connection to passion flowers [Passiflora]. They were the first flowers that stopped me in my tracks. I love how different and distinctive they are; it’s like they are from a different world.

FR: What do your plans for the future include?

SM: I hope to collaborate on product design, developing sustainable mechanics for florists. 

Marie Danielle Vil-Young

À Votre Service Events

New York, N.Y., and Paramus and Milltown, N.J.

avsevent.com, avsflowers.com

Instagram: @avsevents, @avsflowers

Facebook: @avsevent

The winner of FR’s May 2022 “Best in Blooms” design contest, Marie Danielle Vil-Young is an “accidental” yet fabulous floral designer and event planner, with an enthusiastic passion for the flower and wedding industries. Interestingly, prior to founding her flower and event planning business, À Votre Service Events, in 2008, Vil-Young worked as a research scientist cloning DNA and doing protein engineering (she holds a Master of Science degrees in Pharmaceutical Sciences and Biochemistry); however, her true passion lies in planning, coordinating and designing high-end weddings and events. Vil-Young’s scientific background has complemented all aspects of her event work: She approaches event planning through a scientific lens, be it managing precisely when flowers will open or running numbers like the square-footage-per-guest count.

She has been named one of the top wedding planners in the world by Harper’s Bazaar and has been featured and quoted in countless newspapers and magazines. In 2021, she appeared on Clipped, a six-episode reality competition show that aired on HGTV and Discovery+ and featured seven designers creating larger-than-life, topiary-like living sculptures of meticulously trimmed shrubbery, plants and flowers. Martha Stewart was the head judge. 

FR: Tell us a bit about your former career and how you got started in flowers.

MDVY: I began my professional career as a scientist doing research on the Human Genome Project, an international research project. Once that was completed, I worked for private bio-pharmaceutical company, developing antibodies against various types of cancers. 

In 2008, I got married, and while planning my wedding, I discovered the wedding industry. I loved it so much that I started my wedding and event planning business immediately upon returning from a monthlong honeymoon to the wonderous islands of Hawaii. It wasn’t until 2013 that I accidentally discovered my floral design talent—a “gift” I didn’t know I possessed. My passion for flowers and plants feels like second nature. I have traveled to flower farms in various parts of the world to better develop my knowledge in flowers. And while my background as a scientist doesn’t appear to have much to do with the wedding/event industry, I have leveraged aspects of it to help me better operate in that space and as a floral designer.

FR: Are you open to retail or strictly an event florist?

MDVY: I started my floral journey focusing on events only, but during the COVID pandemic, I had to pivot to survive—and AVS Flowers was born, which added a retail store and ecommerce to my portfolio. I initially tested a retail pop-up flower and plant shop at The Mall at Short Hills in Millburn, N.J., for a few months in 2021. It did so well that when my term ended there, I opened a larger version of the store at the Westfield Garden State Plaza mall in Paramus. We also ship flower arrangements, plants, and home and office accessories nationwide, and I would like to expand that with more textiles, decorative items and artworks for the home that I would curate from other countries and cultures. Honestly, though, I do not like retail at all, and I believe that I will eventually return to doing events only. Flower bouquet subscriptions will be the closest I get to retail.

In addition to that, my business has provided me with opportunities to travel extensively and to continue my education by going to conferences, flower farms, etc. The latter enabled me to start a flower export business in the Caribbean region a few years ago, delivering flowers to floral designers. 

FR: What else do you hope to do in the flower industry?

MDVY: My goal at this time is to focus on teaching and mentoring. I love business and entrepreneurship. I love plants, flowers, floral design and the wedding-and-event industry. Recently, I became a member of the board of trustees of the French American School of Princeton, a private elementary and middle school in Princeton, N.J. The school provides bilingual, multicultural education from preschool (age 3) through eighth grade,and being a trustee provides me with an opportunity to share my expertise in business, leadership and governance. I am currently developing a calendar of workshops that will focus on those three areas, some of which I hope we can offer in a retreat format, combining relaxation (wellness) and business. I also need to start creating again, and I have plans for publishing a book soon.

FR: What types of things inspire you?

MDVY: I am inspired by so many things around me, but primarily beauty and nature. I recently listened to a TED Talk, during which the instructor spoke about being a “multipotentialite”—a person with many interests and creative pursuits. I couldn’t identify more with that description. I find that I am good at a lot of things, which, I believe, is due to my science training. Science is the foundation for all things, and I find myself being curious about and inspired by just about everything.

FR: How do define your floral design style?

MDVY: One-hundred-percent gardeny, organic, whimsical and a bit wild, as if to mimic nature. I love large, lush and abundant arrangements, full of blooms, greenery and vines, designed in classic weathered urns. I am an absolute maximalist when it comes to flowers. I have always loved peonies and garden roses, and I also love a good flowering vine—Clematis, Stephanotis, sweet peas and so many more.

FR: What advice would you offer to floral designers just starting in the industry?

MDVY: You can do it yourself, but seek knowledge to better understand the industry. Also, charge appropriately for your work, time, expertise and creativity; know your worth, and avoid devaluing yourself and your talent.

FR: Of your many accomplishments, which are you most proud?

MDVY: Still being in business still after 14 years! I have received many accolades over the years, but some key highlights include having one of my floral designs appear on the cover of Florists’ Review, a magazine I have idolized since I started to discover my talent with flowers; being named one of the top wedding planners in the world by Harper’s Bazaar; my many features in New York magazine; and becoming a member of the board of trustees of the French American School of Princeton.

Nancy Zimmerman

Fancy Florals by Nancy

Fairbury, Ill.

fancyfloralsbynancy.com

@fancyfloralsbynancy

Since starting Fancy Florals by Nancy—a studio florist specializing in lush custom floral designs for weddings—in 2012, Nancy Zimmerman has become an award-winning floral designer. In 2018, 2019 and 2021, she won honors for her bridal bouquets in Alexandra Farms’ “Garden Rose Design Contest”; in 2022, she won Florists’ Review’s “Picture Perfect Weddings” contest; and for eight consecutive years, from 2015 through 2022, her business won the “WeddingWire Couples’ Choice Award,” which earned her a place in The Knot’s prestigious “WeddingPro Hall of Fame.” Amazing feats for any floral designer, but particularly—some might say—for a relatively young business located in a small town of around 3,600 residents in central Illinois.

FR: Tell us a little bit about your career and how you started in flowers.

NZ: I have had a love affair with flowers since I was a child. Through the years, I have designed and grown many flower gardens and enjoyed cutting from my gardens and creating flower arrangements. In 2011, I enrolled in floral design classes at Parkland College, a community college, in Champaign [Illinois] because I wanted to learn to design professionally. When I completed the courses, my husband did not want me to open a flower shop because I was 53 years old at that time, so I started doing weddings for family and friends, and that developed into a home-studio business—and a full-time job.

FR: What sources inspire your creativity and influence your design style?

NZ: My flower beds and nature have always been the inspiration for my lush garden-style designs.

FR: Do you have a favorite flower? 

NZ: I am a sucker for all full-petaled blooms such as roses, peonies and Ranunculus. I fell in love with garden roses when I planted my first bush about 35 years ago. It was ‘Madame Isaac Periere’—an old heirloom Bourbon rose—and it completely charmed me with its huge blooms, full-blown blowsy shape, deep pink/magenta hue and intense raspberry fragrance.

FR: What current floral trend excites you?

NZ: I am excited by the “muddy” hues that blend so softly and beautifully together, and I love the whimsical, less-formal design styles that mimic nature.

FR: Do you have any advice for someone just starting out in the flower industry?

NZ: Get some professional training on the basics—principles and elements of design, flower care, wiring techniques and do on. Also, develop a set of terms and conditions for your business; be kind and helpful but firm so you don’t get taken advantage of.

FR: What are your business plans for the future ? 

NZ: Last year, I celebrated my 10^th year in business and turned 63. Because my husband and I have 13 grandchildren and my parents are elderly and needing more help, I have scaled back the business to accepting only one wedding per weekend, with a minimum dollar requirement. That is working well, and as long as I have the health and entergy, I will continue to bring couples’ wedding visions to life. If they can dream it, I will find a way to create it!

By Nita Robertson, AIFD, CFD

Debbie’s Bloomers is El Paso, Texas’ one-stop-shop for beautiful flowers, gifts and home décor. Since 1985, its mission has been to provide friendly and knowledgeable customer service in a relaxing shopping environment. 

“We have the most beautiful flowers the world has to offer, arrangements designed by an incredible team of talented florists, unique gifts for all the special people in one’s life, and décor accents that are perfect for any home,” boasts Marisa Guerrero, AIFD, CFD, vice president of the family-owned retail and event florist business. “With numerous ‘Best of El Paso’ awards, we dare to delight!”

As the daughter of a florist, becoming one herself was in the stars for Guerrero. A talented floral designer and educator known for her enthusiasm and involvement in the floral industry, she has relished her lifetime of living in and learning about the flower industry. Guerrero has served on the boards and committees of numerous industry organizations including the Texas State Florists’ Association, the American Institute of Floral Designers South Central Chapter and the AIFD Foundation, and the WesTexas New Mexico Florist Association. Years of building friendships and attending classes and events with some of the top designers in floristry have fostered her great respect and admiration for floral design education. For five years, Guerrero taught classes on the business of floral design at El Paso Community College, she has presented education programs for florists across the Southwest, and she looks forward to many more opportunities to strengthen the foundation of the floral industry while gaining friends along the way.

A Typical Workday for Guerrero

5:30 a.m. Rise and shine. Her kids have to be at school at 7:30, so getting up early allows Guerrero a few minutes of quiet time before my workday starts.

7:45 a.m. Once the kids are at school and Guerrero has arrived at the shop, she spends the first few minutes checking email, including a ton of emails from growers with their fresh flower availability. “This is a great opportunity for me to pick up any last-minute deals from the growers we work with through our buying group, FloraLink,” she says. “Then, it’s time to process any orders that have come in overnight so they are ready when the designers arrive.”

8:30 a.m. Time to unlock the doors and start answering phones. Guerrero then routes the deliveries because the delivery drivers arrive soon after. “While I take care of that, our design-room manager double-checks each order to ensure that it is designed beautifully and includes any add-ons,” she shares.

10 a.m. At least once a week, usually on Mondays, Guerrero spends an hour or so working to procure all of the necessary flowers for upcoming events. “It’s important that we work closely with our growers to make sure that the pricing, quantities and varieties of flowers are all just right for each event,” she explains. “Usually, I order flowers two to three weeks in advance, so my relationships with the farm sales reps are very important. Around this time, I typically get a text from Alisha, at Three Sisters & Co., one of the local wedding planners with whom we work closely.”

12:30 p.m. Time for lunch. “Most of the time, I eat at my desk,” Guerrero admits, “but I try to do things that are not shop related. I pay personal bills, read the news or scroll through social media.”

1 p.m. On Tuesdays and Thursdays, Guerrero blocks time for wedding consultations. “Having a consistent (but flexible) schedule ensures that I don’t take too many,” she informs. “Years ago, I let couples pick any time they wanted for consultations, but that caused me to book far too many consultations and not have the necessary time to create a thoughtful proposal. Setting a few boundaries with my time has allowed us to take weddings that are aligned with our goals.”

2 p.m. “Our shop has a large showroom with lots of gifts and goodies, so we spend a lot of time doing setups and refreshing,” Guerrero states. “Thank goodness for a great team because refreshing the shop takes an army. Also, this is a good time for me to work on proposals and quotes.” 

4 p.m. This is when Guerrero usually works on things outside of shop business. “Education has always been important to my family, and that didn’t stop when I got a job,” she says. “My mom, who has owned the business for more than 30 years, has always encouraged me to continue to learn and lead. I learned from her example that it’s important to serve on industry boards and committees. Currently, I am the president of the South Central Regional Chapter of AIFD and a trustee of the AIFD Foundation. I’m also on the board of the Texas State Florists’ Association. These groups all play an important role in strengthening our industry through education.” 

5:30 p.m. Time to lock up. “I know what you’re thinking: ‘You didn’t mention making any flower arrangements,’” Guerrero says. “As much as I love flowers, I don’t get to spend much time in the design room on a daily basis. As a business owner, I have so many other things on my plate. We have an amazing team of designers, and I still get the privilege of traveling to teach other florists.”

Pros and Cons of Being in the Retail Flower Industry

“There are lots of wonderful things about being a shop owner and an involved floral industry member,” Guerrero assures. “We have such a wonderful close-knit and giving community in the floral industry. If you attend an industry gathering where you don’t know someone, you will surely have some amazing friends by the time you leave—in addition to the new ideas you were hoping for. This industry always provides something new to discover, a beautiful new variety to fall in love with or a new trend that takes your breath away. On the flip side, creating beauty isn’t easy, as all florists know. You have to work hard every day and juggle a lot of hats.”

Best Marketing Strategies

Social media is great, Guerrero emphasizes, and Google Ads are imperative, she adds, “but the very best thing you can do is exactly what you say you are going to. If you tell someone that you will email a proposal within a week, then get it to them within a week. If you say you will call a customer back tomorrow, call her back tomorrow. That kind of reliability shows that you are a professional who cares about your customers and industry colleagues. When you do that, you get incredible recommendations that you don’t have to pay for.”

Most Successful Business Strategies

“Get to know people you admire,” Guerrero advises. “We can all do great things, but having people who you can look to for inspiration, advice and help can make things so much easier for you. Sometimes we feel like we have to come up with solutions to problems on our own, but if you reach out to your community, you will realize you don’t have to reinvent the wheel with each new challenge.”

Florist Profile

Mariela Mazzei

Madonna Lily

Miami, Fla.

@madonna__lily_

Mariela was the winner of our 2021 Valentine’s Day Contest.

FR: How did you get your start in the florist industry?

MM: I’m from Venezuela, so I grew up in all surrounded by very large, beautiful nature—rain forests, beaches inside rainforests, etc. I studied law, but I never worked as a lawyer. I’ve always loved design, especially interior design. After I came to the United States, COVID hit, and I was at home alone. I saw an opportunity for an online workshop, which I registered for. I have always loved flowers, and I have always had flowers in my homes, in Venezuela and here. When the online workshop flowers came, I had so much fun creating a centerpiece with a florist. It felt effortless, and I knew that I had found my passion. After the workshop, I started creating arrangements, photographing them and posting the photos on my personal Instagram. Family and friends said, “It looks like you’ve always done this! Why haven’t you done this before?” So, in July 2020, I started my business, Madonna Lily, which is based in my home. I primarily do freelance work for floral friends and event companies, but I also do arrangements for my growing list of clients. In the future, I would love to do some traveling with freelance, which would be great for me because I love to travel, and it’s one of my main sources of inspiration.

FR: What kind of floral design training have you had?

MM: During the pandemic, I attended a lot of various types of online workshops, including those by Tulipina, Ponderosa & Thyme, Willow Crossley, Fleursociety, Masks of the Moon, Floret, New York Botanical Garden and FlowerSchool New York. I’ve also attended in-person classes and workshops at Aniska Creations, Sophie Felts Floral Design and La Musa de las Flores, and I look forward to attending workshops in England and South Korea.

FR: What floral designers inspire you most?

MM: Kianna Underwood, from Tulipina, is my No. 1 source of inspiration. I really admire her. I also love the work and styles of Ashley Fox, of Ashley Fox Designs, and Brynna Levine, of Masks of the Moon.

FR: How do you describe your style?

MM: My arrangements are dramatic and very abundant. I like a lot of flowers, but I don’t use a lot of greenery; instead, I use flowers to work as greenery. I don’t want to disturb the color combinations in my arrangements with a lot of green. I love the Baroque period of the 17^th and 18^th centuries in Europe, Italy. The palaces and their manicured gardens and the jewelry of that period inspire me a lot, but I also always try to add my signature modern touch. I love vintage containers with classic but modern designs.

FR: How do you envision your career in the florist industry progressing?

MM: I want to continue what I’m doing but also freelance internationally. I also do a lot of styling, so I would like to do more of that; it inspires me a lot. I really love fine papers, so I’m thinking about creating a Madonna Lily stationery line—cards, notebooks, etc.—with photographs of my designs.

FR: Do you have any interest in owning a retail shop?

MM: Someday, but not right now. I’m having fun doing what I’m doing, and it’s very rewarding. It also gives me the freedom to travel. My family doesn’t live here, so I travel. In the future, however, I would like to have a beautiful small retail store, like some of the flower shops in Europe that are so stunning. Just beautiful flowers in the window and someone inside selling beautiful arrangements. That would be a dream for me one day—maybe with a little garden in the back and a little coffee shop.

FR: You have great photography. What are some your tricks for creating such clear, crisp imagery?

MM: I take all my photos with my phone—all of them. Images are very important to me, and I want them to be accurate to my colors. I took a FlowerSchool New York workshop on photography where I learned really interesting techniques: which filters to use, lighting and backdrops. Beautiful backdrops are very important to me. Really, it’s very simple.

1. Where can people find you on social media?

SP: Instagram @u.fl.o.sophie

2. Where are you located?

SP: London, U.K.

3. What is your business name:

SP: U.FL.O.—Unidentified Floral Object

4. Who is your favorite floral social media creator?

SP: Sue McLeary @passionflowersue

5. How many times a day do you check your social media?

SP: I don’t like to admit to it, but a lot.

6. Did you go to flower school or complete and apprenticeship? If so where and with whom?

SP: I didn’t go to school or complete an apprenticeship. I managed to get work experience in a very small London shop after asking almost every shop in the city if they would have me. I worked whenever I could and then, one day, a guy got fired, and I took his job. The rest in history.

7. Who is your dream celebrity-floral client?

SP: Ooh, that’s a great question. I would love to be Kat Von D’s in-house florist. Her aesthetic is so beautiful.

8. Which chore do you dread most?

SP: Breaking down installations. Untangling chicken wire is probably the worst!

9. Which chore do you find strangely satisfying?

SP: Conditioning. I love the quiet time I have with the flowers, preparing them for use and giving them a moment of calm in water before their performance.

10. Which three tools can you not live without?

SP: Scissors. I am useless with a knife, so without scissors I’d be doomed. I am also an avid note writer, so my notebook is a must. It’s where I scribble and draw really bad drawings that make sense only to me.

11. What current floral trend excites or inspires you?

SP: Sustainability is a subject that I have been pushing for the past few years within the school [McQueens International Flower School–London], and every day we explore, invest and practice more sustainable methods, which is super exciting.

12. Tell us about your proudest moment as a florist.

SP: I am super proud when students go onto to have flowers in their everyday lives. The fact that I may have had an input in their floral careers is massive for me.

13. Share two lines of advice you wish you were told when you became a florist.

SP: “Enjoy the ride, time takes time” and “Even when you make something you don’t like, don’t give up.”

14. What is your favorite rose variety?

SP: ‘White Majolica’ spray roses. I love their pretty little centers.

15. What is your favorite flower?

SP: Tulips are most definitely my favorite. I love how rebellious they are.

16. What is your favorite foliage/greenery?

SP: Geranium—the scent is insane!

17. Which flower do you wish more customers would request?

SP: ‘Secret Garden’ roses. They are not only a beautiful soft pink but they also open to be big and blousy, and, for your money, you get a lot of drama.

18. Is there flower you dread designing with, and why?

SP: Hyacinths. The smell just kills me. Also, their fat stems make designing with them difficult.

19. Where do you go flower shopping?

SP: New Covent Garden Flower Market, in London.

20. What is your No. 1 most surprising nonfloral super power?

SP: Dog whisperer. I adore dogs and want to spend every spare moment I have with them.

Every floral designer’s hope is to create a signature style, something that is unique to him or her. When we see wire masterfully crafted into a piece of art, one person immediately comes to mind: Rodrigo “Varito” Vásquez, AIFD, CFD, FSMD, FPCF, floral director at The Special Event Resource & Design Group and owner of R.Varito Designs & Institute, both in West Palm Beach, Fla. 

Originally from San José, Costa Rica, Vásquez began his studies as a musician in 1972, when he was 7 years old, and he graduated from secondary school (high school) with a degree in musical arts. At university, he earned bachelor’s degree in hotel management, but in 1990, at age 25, he opened a floral studio, Varo Flowers, in Costa Rica. After nearly 25 years as a successful floral designer in Costa Rica, Vásquez moved to the United States in 2014, where he became an avid floral design competitor, started his quest to become an “Accredited Member of AIFD” and, along the way, developed a reputation for creating spectacular floral jewelry. 

FR: Where did your interest in floral jewelry originate, and how have you developed your proficiency and expertise in that area?

RV: My fascination with jewelry started when I was doing the beading and embroidery on dresses in my mother’s wedding shop in Costa Rica. I started working with decorative wire and flowers, and people kept telling me this was how I should brand myself in the flower industry. I first practiced with flat wire and lily grass, but it was plain and not impressive. Then I called a friend, who was a jewelry artisan in Costa Rica, and he put me in contact with a jeweler in Spain, with whom I started a mentorship. I learned to work with copper, silver, gold and precious stones. To this day, my daily routine includes taking a piece of wire and testing new techniques. I have a box of copper, rustic and regular wire next to my bed, and I work with it before I go to sleep every night. It helps me perfect myself. It is all about practice, practice, practice.

FR: Are your quests for creative inspiration and rejuvenation spontaneous and organic, or are they planned – or both?

RV: I do not plan anything. I enjoy when something happens organically or spontaneously. When I am working with wire, for example, I let the wire “talk” to me. This takes me where I want to go. I am confident in that moment of inspiration, and I have no fear of failure. Instead, I create something unique and personal. No matter what, nothing is ever wrong. It is, instead, my inspiration to see things in a different light and to push my limits outside the box and expand my comfort zone.

FR: Tell us a little bit about your career and how you started in flowers.

RV: In 1990, when I was 25, I changed my career from the hospitality industry to the flower industry. I opened a retail flower shop, Varo Flowers, in Costa Rica, and after a couple of years, I started specializing in weddings, banquets, conventions and corporate events. At first, I learned by taking classes presented by Smithers-Oasis in Latin America, but as time went by, I wanted to learn more, so after 24 years, I closed my business and moved to Florida in 2014. That’s when I started entering floral design competitions and started preparing to become certified by AIFD [American Institute of Floral Designers]. I joined the Florida State Florists’ Association, and in 2016, I earned my FSMD (Florida State Master Designer) and FPCF (Florida Professional Certified Florist) credentials. In 2018, I realized my dream and was inducted into AIFD.

FR: Tell us more about moving to the U.S. and starting over in a different country.

RVV: I started working in flower shops as a designer, learning the American style. Flower arrangements in the U.S. are totally different than in Latin America, where they are more European style and full of flowers. I had to adapt my brain to it, but it wasn’t hard; it just took some time. At the same time, I was taking classes, reading, doing research and preparing to test for AIFD. Since then, I started R.Varito Designs & Institute, and I also work as the floral director for The Special Event Resource & Design Group, one of the biggest event companies in South Florida, and as a freelance designer. I still like to compete, and I’m still working on my jewelry. Over the last eight years, I have done more than I was expecting. I’ve grown and grown. Every day, I’m doing something different.

FR: What do you hope to do in the future?

RV: I want to continue to do different things. I hope to do more mentoring, to share my knowledge and talent with others, especially my Spanish community. I also want to continue as a freelance designer and possibly work on a couple of books. To learn more and to inspire others are my main goals.

FR: What advice do you have for floral designers just starting in the industry?

RV: Whatever you want to do, keep going for it. You can do it; it is possible. There will be challenges and frustrations, but keep going. Never stop. Never. Something great will come, and doors will open for you, if you keep trying, learning, creating and challenging yourself. If you fail today, try again—and again. That’s the key. I’ve been in this industry for 32 years, and there have been many ups and downs, so I am talking from experience. I’ve started over many times, even in my home country, and I’m still constantly changing. Change is out of most people’s comfort zones, but it’s part of growing and learning. Learn a new technique, and challenge yourself to do something outside the box, like entering a design competition. It’s not my model to stop learning and growing.