El Florista

When you think about your business, what are you most proud of?

We are particularly proud of three things:

1. Broadening the spectrum of people who buy flowers, reaching new audiences with new, fresher and different approaches. The usual consumption of flowers has always been very traditional and elitist and advertising focused on this sector has generally moved in this concept. We have had fun transgressing and linking the habitual use of flowers to different audiences and to everyday situations that are not necessarily extraordinary.

2. To give as ecological an approach as possible in a sector in which it is really difficult. We dont succeed completely ... but we dont use plastic, we wrap in undyed brown paper, we tie with natural undyed raffia, we use bicycle couriers for the centre of Madrid and when the occasion arises, we give priority to local flowers.

3. Y ... finally, to create a space of connection between the world of flowers and art. We link our agenda and our shop windows and displays to the major cultural and social events in Madrid: Book Week, Fashion Week, San Isidro, Gastronomy Days, Photoespaña, ... etc.

What is the history of your commerce?

At the beginning of El Florista we are Juanjo and Julián, great lovers of everything that has to do with flowers, plants and art. Both of us have worked as managers in a large corporation and an environmental NGO respectively and we both wanted to turn our hobbies into something real, and that is how we decided to create El Florista two years ago .... El Florista is a small charming flower shop located in the centre of Madrid, specifically in the Barrio de las Letras, and the philosophy of the business is to create a space where art and flowers come together. El Florista, as well as working as a florist for the neighbourhood and organising events in the large museums and hotels in the area, is a meeting point where photographic exhibitions, book presentations, fashion shoots, etc. have been held. We have only been around for two years, but we are very well established in the neighbourhood.

What is your professional experience?

Although the business is owned by Juanjo and Julián as founding partners, El Florista has collaborators trained in different specialities. Juanjo is a master florist, trained in different flower art schools and who has subsequently specialised his technique and style with some of the best Spanish florists. Julián is self-taught. Raised in a provincial florists shop, he spent his childhood and youth combining his studies with work in his mothers florists shop.

How has covid 19 affected your business?

The first part, March and April, was disastrous. We had to close, we lost all the goods we had and it was not even possible to work online, as the entire distribution chain stopped working, from wholesale distributors to courier services. In addition, all planned events were cancelled and the regular flower subscriptions with all our customers came to a standstill.

From May onwards, with Mothers Day, we were able to start working "online" and we distributed the orders placed with us ourselves. Still with fear ... but there was no other way to go on.

Fortunately, as the confinement measures have been relaxed and the situation is getting back to normal, although the events are still paralysed, the neighbourhood and the people who have regular photo subscriptions are beginning to regularise.