Here at BRA we were lucky enough to get the chance to speak to Karina, the creative director from Style by Nature. Read the interview below for all the exclusive details into why they are the most sought after florist in Australia and what they can do for your next conference or event!
1. How is Style by Nature different to other florists?
Style by Nature is run by a wedding & event Floral Stylist with years of experience in all facets of event floristry both here in Australia & in the USA, UK & Europe.– Our team of qualified floral designers, have all been hand-picked for their different styles so that rather than approaching us because you like our style you are able to have something designed specifically for you in entirely your style. We also work with Melbourne’s best Styling & Event company’s to add the floral touches for their clients too, so we have a complete understanding of all that is involved in creating an event to remember.
2. Do you usually work in conferencing and events?
We do in excess of 350 events a year, from the smallest boardroom lunch to the 120 centrepiece + media wall entrance florals + PFA floral details & ceiling installations.
3. Why are flowers an important element when it comes to an event?
Flowers will always create a WOW in a room, they can add colour, fragrance, texture & style to every event & they are always an affordable detail to add the ambience to your event.
4. Can you match the designs to the business culture and image?
Absolutely, that’s what flowers do best- we design sustainably, we can incorporate your logo, your business culture, even the finer points of your mission statement can come into play & your image is paramount to us so that every centrepiece we create, reflects your company image perfectly.
5. How long does it take to plan and style an event?
We love at least a month, to give you options, work with you to understand your style & how you can best express it & to work through how best to create the most Wow with your budget be it big or small –but as most of the venues in Melbourne know we are the ” go to” event florist in town, we also get many an emergency, last minute call for an event with a day or two’s notice & yes we always manage to create something more spectacular than they’ve ever had before.
6. When working with the client, how do you come to a decision about which flowers to use?
Ultimately all decisions rest with our client, we will advise re colour, suitability, longevity & seasonal availability but it’s very easy to choose pictorially with you which are your favourites & the reasons why. Many will simply want a “look” & leave the flower choices to create it entirely to us- such as a Gatsby theme, which is still asked for regularly- we all love a little Glamour! Where we can go along the lines of the simplicity of Singapore or Phalaenopsis orchids to the all out razzle dazzle of pearls, feathers & full on florals – so as soon as we establish which direction you are taking your look, it’s easy to create.
7. What is the biggest event you have participated in?
Wow that’s a big ask, there’s been so many, some of our most fun & fabulous lately have been the 2014 & 2015 “Living Grand” events at The Grand Hyatt with Trumpet Events & the 2014 & 2015 VRC Young Members Balls in the fabulous Crown Palladium with the VRC & Staging connections.
8. Are there often trends in the types of flowers and designs used?
Always! Whilst we dabble with these, we’re really more about what suits each of our clients rather than just what’s trendy, so whilst we include details of the latest trends so that your company can be seen to be “on trend” we also understand that if a trend has absolutely nothing to do with your business culture, it has no relevance to designing for your particular event. This year’s masala, simply didn’t work for many of our clients & 2016’s Serenity- pale blue/mauve & Rose quartz- pale pink won’t be relevant to everyone either.
9. Do you work interstate or only locally?
We work a lot in Sydney, Perth & Brisbane & we have designers that we work with in most states too & in the USA, UK, Paris, Holland & Germany.
10. Do you only create bouquets for events or can you do weekly office deliveries?
We have 100+ clients that have their weekly flowers designed by us & many others that have less regular centrepieces for their boardroom lunches or dinners & their floral messages delivered, especially at this time of year when we deliver 100’s of thank you bouquets to their clients from many different companies, there’s just something special about real flowers – it’s an intangible gift that is made more special & more beautiful simply because like a butterfly it’s life presence is short but the memory of its beauty can last a lifetime.