Why The Flower Recipe Box

From quiet moments in a flower market to creating something to share, a story of turning a personal escape into something meaningful.

I’ve always been someone who wants life to feel a little more beautiful, a little more romantic. It’s something that’s followed me through every chapter, first in fashion, and now in interior design. I don’t really know how to live any other way. I’m constantly looking for small moments that feel special… and for me, flowers have always been a big part of that.

For years, I loved growing flowers in my garden and bringing them into my home. But if I’m honest, I didn’t really know how to arrange them. I admired beautiful floral designs but, creating them myself didn’t come naturally. Still, I kept trying, just placing stems in vases, moving them around, figuring it out as I went.

At the time, I was working a corporate job, and the flower market nearby became my little escape. I would wander through it whenever I could, completely inspired and slightly obsessed. It felt like stepping into another world. That’s where everything started to shift for me.

Through a chance meeting at Multiflora, I began creating content for Alsmeer Flowers. What started as work quickly became something I genuinely loved. Every week, I got to choose flowers and create arrangements, almost like I was designing a collection for a runway or building a story for a client, but this time, with flowers instead of fabric or furniture.

I started filming what I was doing and sharing it on Instagram, not thinking too much of it at first. But then people began asking questions… how did I do it? Could I show them? Could they learn too?

That’s really where the idea for the Flower Recipe Box began. It slowly grew from something personal into something I wanted to share.

After spending time in the Cotswolds in England, I came back home to South Africa with a fresh perspective and a strong pull to finally bring this idea to life. It felt like the right time, to take something that started as a quiet, creative escape and turn it into something bigger, more intentional.

The Flower Recipe Box is really about that feeling. It’s about making flower arranging approachable, about creating beauty in everyday life, and about sharing something that once felt a little out of reach.

Because if I could learn it… anyone can.