Today we have the pleasure of meeting Paula Casanova, the artist behind the boutique florist Entre Jazmines y Lavandas. Paula is a true lover of floral decoration for weddings and is passionate about each of her projects, creating floral arrangements that make each event unique and memorable.
Paula has the talent to transform any celebration with her creations full of life and color, whether it is a wedding, a communion, or even an intimate dinner. Their goal is to make every special occasion filled with magic and beauty through their personalized arrangements. So, if you want to brighten someone’s day with a lovely bouquet, Paula makes it happen.
In this interview, you will discover the essence of Paula, her unique approach to floristry, and how her flower workshops can help you decorate with style and creativity.
Read on to learn more about this amazing wedding floral artist!
How did your interest in floristry begin and what led you to open your own boutique?
I had been in the business world for some time in positions with international responsibility, but I didn’t feel in my place. While organizing my wedding I discovered floral decoration for weddings and events and I knew it was what I wanted to do. From that moment I began to train and prepare for the leap to starting my own business. We started in 2022 and I couldn’t be happier with the change I made.
What is your floral design philosophy and how do you apply it to the events you decorate?
I love organic, natural settings that give the feeling of being in the middle of a garden full of flowers. We adapt to each couple, but I always have that feeling of setting up a garden at every event we work on.
How do you stay inspired and creative in your daily work? Do you have any curious rituals or hobbies?
I love being connected with other professionals in the sector to learn about other ways of working and styles, I think it is very inspiring. I am addicted to courses and whenever I can I escape. Now there are many ways to stay inspired online, but experiencing designers in person is priceless. I do other creative activities such as knitting or crocheting, I am passionate about photography, although I am a mother of three little ones and that doesn’t leave much free time.
What current trends in floral decoration for weddings and events are you seeing? Is there anything couples are asking for more than ever?
Currently we see that couples are asking us for more events with a boho chic style with rustic touches (with wild flowers, natural tones and more unstructured designs) or more minimalist designs (few flowers with cleaner lines). Another trend is the vintage style, more exaggerated, nostalgic and sophisticated.
How do you adapt to the different themes and styles that clients request from you?
One of the pillars of my work is to listen to couples and understand what they are looking for for their big day, so we see together if what they want is what we can offer them. I always try to adapt to their style, but putting part of what I like in it. The decoration for weddings process is always fun.
What is the typical process of working with a client from the first consultation to the final delivery of the floral arrangement?
The key to our work in floral decoration for weddings is to be close to our couples, which is why we like to form a team together to develop the floral project for your big day. After having a first meeting with them to gather information, we send them a personalized budget so they can evaluate it. We usually have a budget follow-up meeting to make the necessary changes and from then on it is up to each individual. We meet again a couple of months before the wedding to finalize any details that may remain to be finalized, and again a few weeks before. The week of the event we usually see each other and when we start work in the workshop we send them photos of the process so they can give their opinion. Once the event is over, we contact them to give us feedback, and of course to tell us everything!
We do this type of process with couples from different parts of the world, in which case we do the meetings by video calls and we meet at the end.
What role do local and seasonal flowers play in your designs and how do you integrate them into your work?
For us it is very important to work with seasonal flowers and national suppliers, mainly because it is the way to get the most out of flowers, in their season is when they are most beautiful and have the best price. It is also a way to reduce the environmental impact of the floral industry. Even so, it is difficult to get all the flower varieties this way, but whenever we can we choose local.
How do you manage your clients’ budgets to ensure they get the most value for their decoration for weddings?
Each couple has their own circumstances, and we try to adapt to their situations. In the case of having fairer budgets, what I try is to evaluate with them what is important and what we can not include. Another way is to review the recipes for floral arrangements and try to make a mix of more competitively priced flowers with more expensive ones. You have to be honest, and explain to them what they can and cannot have based on what they can pay, not create expectations that cannot be met.
What are the most common mistakes you see in event floral decoration and how can they be avoided?
I don’t like to talk about mistakes, each designer has their own style and way of working. I think what is important to have a good result is to choose the areas to decorate well and not want to decorate everything if you cannot, select what is important and put the maximum budget there, otherwise the floral decoration for weddings will be diluted.
If you could decorate a wedding for any famous person (living or historical), who would it be and what would the floral design be like?
It’s hard to choose… it would certainly be someone for whom flowers were a fundamental part of their big day, and who gave a lot of creative freedom!
Do you have a funny story about something that went unexpectedly right or wrong at one of your events?
During one assembly the structure of the arch broke, it was chaos, but we managed to solve it and the couple were very happy. At that moment I had a terrible time, but you learn from everything.
Where do you see the future of floristry and decoration for weddings in the coming years? Where do you think the trends are going?
I believe that the future lies in personalization and professionalization, we are in a world in which there is a lot of intrusion and we must offer clients competitive and creative advantages. We must not lose sight of sustainability, since we still use many materials in our arrangements that are not recyclable.
In terms of design trends, I think glamor is returning to weddings, with heavily loaded floral decorations with less greenery than we are used to.
Search
Let me find the perfect venue for you!
