Alejandra Romero: The florist for dream destinations

From Sustainable Cultivation to Delicate Design, Alejandra Romero Shares her Floral Journey in Destination Weddings in Scenic Granada.

Could you tell us a little about how you started in the world of floral design? What was your first project?

Flowers entered my life in a turn of events I never expected. I came to Spain for a short period to study a Ph.D. in Peace, Conflict, and Democracy, but life had other plans for me. I found love and experienced a series of family losses that led me to make the decision to stay, prompting a radical change in my life.

I always had artistic and creative interests, so exploring new possibilities led me to discover the world of floral art. I found an absolutely fascinating world in flowers, an instrument to express myself and create with one of nature's most beautiful elements. I became aware of the privilege that it meant. Without a second thought, I began my training in basic techniques. After a short period as a freelancer in the wedding industry, I started my projects.

My first wedding was in 2017, and coincidentally, it was a destination wedding. A Venezuelan couple contacted me through Instagram, coming to Granada to celebrate their union with their closest family. The flowers were supposed to be a discreet but significant detail. I remember using different types of orchids as a nod to the tropics. This first experience filled me with optimism, enthusiasm, and opened doors to a path I am still walking.

Are there specific themes, colors, or elements that you are drawn to repeatedly in your work?

Over time, I realize that the common thread in my work is the concept of delicacy. It is my way of understanding my designs, regardless of style, colors, or types of flowers. I tend to create based on what I perceive as natural, organic, fluid, balanced, and decidedly delicate.

Who or what are your main sources of inspiration in the world of floral design?

Although I am naturally drawn to the garden style and admire artists like Liz from Siloh Floral or Madison from Hart Floral, I also closely follow profiles with different styles, such as the This Humid House collective, Art Petrov, or Lisa from DoctorCooper. I am also fortunate to surround myself with florist friends from whom I learn, admire, and who inspire me greatly.

"I always had artistic and creative interests, so exploring new possibilities led me to discover the world of floral art".

Are there other artists or designers, not necessarily in the floral industry, who inspire your work?

Inspiration comes from everything that excites me, things that plant seeds of curiosity in me that later translate into designs or guiding threads of my projects. This is very changeable, depending on each stage I am going through personally, my interests, or my mood. I don't always draw from the same sources.

From nature, dance, art, and photography to fashion or pastry, for example. Right now, I am very attracted to the work of Jessica Sale, an exquisite English pastry chef who inspires me with her shapes, processes, technique, and aesthetics. Otherwise, I am deeply inspired by the work of Ruven Afanador, a Colombian photographer who, with great sensitivity, creates portraits that open doors to other worlds.

What has been the most significant learning experience in your career as a floral designer?

Floral design has shattered many paradigms in my life. I never would have imagined starting my own business project simply because the business world was not my thing (and honestly, it still isn't). But I have learned that everything is a process with a learning curve where persistence is the key. Both in terms of business and floral design itself, I have learned to assimilate that errors and the ability to self-criticize to identify everything that can be done better are fundamental parts of growth. At first, these ideas generated a lot of frustration, now I assimilate that it is an inevitable part of the journey, and I constantly build tools that help me deal with it.

For example, logistics and the production of each event are challenges I could not face without very clear organization and a lot of communication with my team. On a business level, it has been crucial to define my strategy, my short and medium-term objectives, and make the enormous effort to stay away from everything that does not contribute in this regard.

Could you highlight one of your favorite floral design projects and what made it special for you? What was your last project?

One of my first projects was the assembly of an aerial installation with hundreds of flowers and vegetables suspended from the ceiling of a stand at the Fruit Attraction Fair for a horticulture company on the coast of Granada. It was very significant for me because it was the initial stage of my project and undoubtedly a huge challenge. The result was spectacular; the client appreciated it a lot, and I am very proud of it.

My last project of 2023 was perhaps one of the most special I have done so far. An English couple decided to get married at the Palacio de los Córdova in Granada and wanted to transform the ceremony space into a garden full of flowers, with a curved aisle of more than 50 meters long. Together with an excellent group of professionals from all areas, we created a fairy tale for an intimate wedding of just 20 guests where flowers played a prominent role in the experience for both the couple and the guests.

Is there an event or client that stands out in your memory as especially rewarding?

My experience at the Flora Festival 2017 was revealing as a florist, and I remember it as especially rewarding. I worked as an assistant on Isabel Marías' project with intense learning that went through the floral aspect, such as learning from her sensitivity, vision, and technique. It also taught me about commitment, teamwork, support, and the joint effort involved in installations of such enormous magnitude. It was very exciting to be part of it.

I also have to highlight another fundamental aspect: I met many of my florist friends with whom I still maintain relationships today, and they have undoubtedly been and are part of my support network professionally. How important it is to create spaces like these, where we can grow together in so many aspects. Madrid Blossom will undoubtedly be another memorable moment in this regard.

Are there emerging trends or innovative techniques that you find particularly exciting?

The use of textiles integrated with flowers or vegetable sculptures in event decorations I think is a strong trend for the coming years. I really like "bringing" trends to my territory, to my own interpretation. I find it challenging and exciting.

What specific sustainable practices do you incorporate into your daily work as a floral designer?

I am very aware of the debt that we florists have to the environment due to the high amounts of non-biodegradable waste we generate. I have a lot to cover in this aspect. To this day, I incorporate the use of Kenzan or chicken wire for all jobs where possible, I favor the use of seasonal and locally grown flowers in my designs.

When people experience your floral designs, what message or emotion do you hope they take away?

The world of events, but especially weddings, is a world full of sensitivity. My work is part of a highly worked, well-thought-out, and highly anticipated production for a couple. Everything must come out as close to perfection as possible. I always want my work to speak of delicacy, beauty, and above all, to convey everything that we have matured with each client over time. I want it to convey authenticity.

@alejandraromero_floralstudio | alejandraromerofloral.com

Alejandra Romero is one of the designers joining us at MADRID BLOOMS on the 21st and 22nd of February 2024.