How did you get into the world of floristry?
I originally started doing events with the Swedish Chamber of Commerce. Then I went back to art school, to Parsons, and got my degree in graphic design. So I was working in graphic design on things like branding and typography. Then about five years ago my old boss from the Swedish Chamber of Commerce asked if I wanted to do an event with her. I had no experience with flowers, but she said I was really good with concepts and have a great eye. So I said yes and went to work creating giant centrepieces and bouquets for the event. There was a woman who attended the event and when she saw the flowers she cried because they were so beautiful, so it made me think I should work in the industry.
How would you describe your style?
The style itself is lush and wild, but still composed. There’s a lot of attention to detail with composition and colour. Even though it looks natural - like an explosion in your garden - it doesn’t look sloppy.
Tell me about your commitment to sustainability
After the construction industry in the USA, the events industry is second in terms of waste. So ever since I started out I’ve been committed to sustainable practises and I also teach a lot of classes in New York in LA.
Coming from Sweden, we’ve been very adamant about recycling for decades, so when I moved to New York, I noticed people just throwing away everything, including florists. So I like to use a lot of vintage vases and instead of the traditional methods of using foam to create arrangements, we’ve been trying other methods. I recently taught a class using watermelon. When I saw the arch at the royal wedding by Philippa Craddock, I thought it was so lush and amazing. And then I read that she was using no foam. There are more and more florists using no-foam installations, which is really great to see.
Another issue is flowers being thrown away, which I hate to see. I work with company, Repeat Roses, that come and collect the flowers.
What wedding have you been the most proud of?
Probably my first wedding. I work on both events and weddings but originally said I didn’t want to do weddings. I thought brides would be difficult. But then a wedding planner approached me and asked me if I wanted to work on the event. And the bride ended up being super cool and wanted me to create a hanging installation. It was a fairly small 70 person wedding at the Wythe Hotel in Williamsburg, and I created a floral chandelier for the room which had lights in it. The flowers were so much fun and included things like dead flowers, and a fantasy bugs made out our paper by an artist.
What floral trends are you loving right now?
I’m inspired by Ikebana style. It’s a more minimal style that uses less ingredients, strong colours and are most composed. I’m also loving dried flowers and installations that feature dried flowers mixed in with fresh arrangements and in different and unusual colour palettes.