This UAE-based Florist shares how the smallest details matter in floristry
Life
by Sarah Joseph
4 hours ago
As an experienced Marketing Manager in the region for Flowers.ae, Dina Almalik is constantly striving to success in the industry.
From XXL floral arrangements to versatile bouquets, the brand has garnered a loyal following from tourists and residents in the region, the brand continues to revolutionise the floral industry with its seamless e-commerce experience.
After having an opulent affair for a distinguished member of the Royal Family, Flowers.ae, the brand continuously showcases its creations at various events and for daily gifting by making it a seamless shopping experience.
The company takes pride in sourcing flowers from the finest farms in Holland and Ecuador, ensuring customers receive only the freshest and most vibrant blooms.
To delve into the world of floristry, Emirates Woman sat down with AlMalik to understand the intricacies of luxury flower branding.
What’s the signature bouquet at Flowers.ae?
Adelle in a ceramic vase. Discover the epitome of floral luxury with Flowers.ae’s signature bouquet, “Adelle.” This best-selling arrangement features the rare and special O’hara Garden Roses, a stunning interplay of pink and white blooms that exude an ethereal charm. Complemented by the delicate presence of wax flowers, Adelle becomes a visual symphony, a masterpiece of botanical elegance. Perfect for those with a taste for the unique and exquisite, Adelle is meticulously designed to leave a lasting impression and infuse joy into any space it graces. Each petal tells a story of romance and sophistication, making Adelle not just a bouquet but an experience—a celebration of life’s beautiful moments and nature’s unparalleled artistry.
Details matter immensely in floristry – tell us more.
As the Marketing Manager at Flowers.ae, I firmly believe that details are the heartbeat of floristry, and our commitment to meticulous craftsmanship is at the core of our brand identity. In the realm of floral artistry, every bloom, every hue, and every arrangement is a canvas for storytelling. Our signature bouquet, “Adelle,” exemplifies this philosophy, featuring the rare and special O’hara Garden Roses meticulously curated to convey not just beauty but a narrative of elegance and sophistication. The subtle addition of wax flowers serves as a carefully chosen detail, enhancing the overall visual symphony. Details matter not only in the selection of blooms but also in the way we present and communicate our creations, ensuring that each bouquet becomes a tangible expression of emotions and a sensory experience for our customers. It’s the attention to these nuances that sets Flowers.ae apart, creating a profound connection with our clientele and making every purchase a memorable journey into the world of refined floristry.
Tell me about the largest event you have ever prepared flower arrangements for.
One of the most extraordinary events we had the privilege to contribute our floral expertise to was an opulent affair for a distinguished member of the Royal Family. Amid the challenges posed by the COVID-19 pandemic, where international travel restrictions prevented the VIP’s partner from visiting European gardens, we embarked on a truly unique and memorable endeavor. With meticulous attention to detail, we recreated the ambiance of famous European gardens through our exquisite flower arrangements. The blooms, carefully selected for their scents and aesthetic appeal, transported the Royal Family member to the enchanting landscapes of Europe within the confines of their celebration. Complemented by delightful cakes and other sensory elements, our arrangements not only adorned the event but also created an immersive experience that transcended physical boundaries, offering a moment of resplendent beauty and joy during challenging times.
Peonies are a focal point during the wedding season – is it the same in this part of the world?
Peonies hold a special place during the wedding season in this part of the world as well. The allure of peonies transcends borders, captivating hearts with their lush and romantic blooms. However, it’s essential to note that peonies are a seasonal treasure, gracing us with their presence typically from late spring to early summer, peaking from April to June. At Flowers.ae, we eagerly anticipate and celebrate the peony season, ensuring that our clients can experience the timeless elegance and symbolic significance of these blossoms in their weddings and special events. Our commitment to quality means that when peonies are in bloom, our designs reflect the epitome of floral sophistication, creating moments of pure magic for our customers.
What’s a growing floral trend you’ve noticed in the Middle East?
One burgeoning floral trend that has notably gained momentum in the Middle East is the increased preference for bespoke and culturally inspired arrangements. Clients are increasingly seeking personalised floral designs that reflect not only their individual style but also draw inspiration from the rich tapestry of Middle Eastern culture and traditions. Whether it’s incorporating specific blooms with cultural significance or embracing unique color palettes inspired by local landscapes, there’s a growing demand for floral arrangements that tell a story and resonate with the diverse tastes and backgrounds of our clientele. At Flowers.ae, we take pride in staying attuned to these evolving preferences, ensuring that our floral creations not only align with global trends but also celebrate the distinctive beauty and cultural heritage of the Middle East.
How does the brand seamlessly combine fresh flowers with foliage?
At Flowers.ae, the seamless fusion of fresh flowers with lush foliage is an artful expression of our commitment to botanical harmony. Our skilled floral designers meticulously weave together a tapestry of blooms and foliage, carefully selecting each element for its unique contribution to the overall aesthetic. Whether it’s the delicate grace of petals or the verdant richness of leaves, every component is thoughtfully placed to achieve a visual symphony. The result is an exquisite blend that transcends the individual elements, creating arrangements that not only showcase the freshness of each bloom but also highlight the organic beauty of complementary foliage. This commitment to meticulous design ensures that our floral creations effortlessly marry the vibrancy of fresh flowers with the timeless allure of foliage, delivering a sensory experience that is both captivating and naturally elegant.
What’s next in the pipeline for the brand?
The future for Flowers.ae is brimming with exciting prospects as we continue to chart a path of growth and innovation. One key initiative involves expanding our market reach, with a particular focus on establishing a presence in the dynamic Abu Dhabi market. This strategic expansion aims to bring the beauty of our floral creations to a broader audience, allowing us to share our commitment to excellence with even more customers. In addition to geographical expansion, we are dedicated to incorporating the latest technology into our e-commerce platform. This tech-savvy approach ensures that our customers enjoy a seamless and intuitive online experience when selecting and ordering our floral arrangements. By leveraging cutting-edge technology, we aim to enhance convenience and accessibility, making the process of choosing and receiving our blooms a delightful and efficient journey. More
