Your name: Lena Yelagina
Your Business name: Alaric Flower Design
Your Location: New York City
How did you start your business?
I used to work at a banking firm. Tired of the miserable schedule and corrupt business, I decided to leave to pursue my dream: floral design. When I was young, I had an interest in flowers and was playing with them instead of coloring or watching TV. It was my long-time love for botany that moved me from the Financial District office to my Midtown studio. I did this in 2006 and haven’t looked back since!
What is your design aesthetic?
Innovative but classy.
What inspires you?
I grew up in Russia and have seen a good bit of the world. I pull inspiration from my personal experiences to create arrangements with variety and flair.
What are the trends, flowers & colors that are unique to your region?
Being in New York City, I am lucky to have access to some of the best imported flowers in the world. The flower district here is second-best to the tulip festival in Holland! Well, maybe that’s a stretch…
Are you a retail shop, studio/warehouse or home based?
Do you offer any services in addition to floral designs?
Some customers want chocolate or different gifts like alcohol or teddy bears delivered with their arrangements. We do our best! We are also starting floral design classes for adults and children soon.
What does your toolbox look like?
It’s full, that’s for sure! Glue gun, wire, florist knife, beads, water tubes…
What tool in your toolbox can’t you live without?
The water tubes are really important!
What’s your favorite flower?
It’s a tie between the Purple Anemone and Ornithogalum Arabicum!
Anything else you’d like to share with Flirty Fleurs followers?
Spread a little sunshine. Something that sets us apart from the rest of the florists… we are philanthropists. We donate all the flowers after big corporate events to nursing homes in the area. It just feels good. Also, find us on Facebook or follow us on Twitter: @alaricflowers!
42 West 56 Street, New York, NY 10019
Phone: (212) 308-3794