Today’s story smells like fresh flowers, wet earth, and a little bit of wanderlust.
It’s about Jade, a florist who grew up between France and New Zealand and is now preparing to bring her floral business back to France—this time as an adult and an artist, with a full-blown wedding and events studio in tow.
A Life Between Two Worlds
Jade’s story starts in France, where she was born, but her childhood unfolded in New Zealand. Her family moved there when she was five, and she’s spent most of her life in and around Auckland, building what she calls a “very villagey” existence.
New Zealand, she says, is laid back, peaceful, and small. France and Europe, on the other hand?
“Everything feels grand. Work-wise, as a very creative person with big dreams, it all just seems shinier. There are so many more opportunities over there.”
Now, as an adult, she feels the pull of the “motherland” again. Much of her family still lives in France, and she’s ready to experience it not as the country she left as a child—but as the place where her next creative chapter will unfold.
Her dream?
To build a life that flows between hemispheres:
- Wedding + event season in Europe
- Wedding + event season in New Zealand
…basically, never having a winter and always being surrounded by flowers.
Flowers as a Language, Not Just Decoration
Like many creatives, Jade only realized later in life that her childhood had been quietly foreshadowing her future.
Her mum recently reminded her that, as a little girl, she used to pretend to be a florist—something she herself had forgotten. Looking back, so much makes sense: she was always drawn to nature, to flowers, to being outside.
But flowers didn’t become a true creative language for her until she started working with weddings.
That’s when things clicked.
Suddenly, florals weren’t just “pretty things on a table.” They were a way to:
- Tell a couple’s story
- Build an atmosphere
- Create a feeling, not just a look
She describes her style as modern, whimsical, woodland fairytale-ish—the kind of florals that feel like they’ve just grown where they are, as if nature itself decided to decorate the venue.
More than anything, she wants people to feel transported:
“I hope I can kind of transport people—like they’re in another world. A little bit whimsical, a little bit fairytale.”
How a Floral Design Is Born
Because she works mostly in weddings and events, each floral project begins with people, not petals.
- A conversation
Usually on Zoom, just getting to know the couple, their vision, and what they want the day to feel like. - The setting
The venue matters deeply. An Auckland coastal wedding is very different from a Tuscan villa or a Parisian courtyard. Jade studies the environment, the light, the architecture. - A shared vision board
She builds inspiration boards—not to copy anything from Pinterest, but to create a shared language of textures, colors, moods. - Seasonal reality check
Closer to the event, she looks at what’s actually in season and available. From there, she starts composing designs in her head (and sometimes in her studio with mock-ups). - Creative trust on the day
Despite all that prep, much of the true magic happens on-site. She adjusts, responds, listens to what the flowers “want to do” in the space.
“When you’re doing very creative work, you just have to let go a little bit. If you cling too hard to an exact picture, it can go completely wrong.”
She laughs that time constraints are often what tell her a piece is done: when the mechanics are hidden, the shape feels right, the feeling is there—and the venue staff need her out.
The Invisible Labor Behind the Blooms
If you’ve ever thought florists “just pick pretty flowers and show up,” Jade will gently ruin that illusion.
Floristry, especially in weddings and events, is:
- Heavy lifting
- Buckets, branches, ladders, and vans
- Early mornings at markets
- Logistics, logistics, logistics
- Bookings a year (or more) in advance
- A lot of admin, planning, and coordination
It is not all delicate stems and soft ribbons.
“Most of the time we look like truckers,” she says, laughing. “Lugging huge buckets, cutting branches from the side of the road. People see the flowers, not the work behind them.”
She also talks about the “secret world” behind installations—chicken wire, water sources, hidden vessels, structure. One of her rules: a piece isn’t finished until none of those mechanics are visible.
The final result should feel effortless, even when it’s anything but.
Sustainability, Beyond the Buzzword
Sustainability is a big topic in floristry—and for Jade, it’s more than just swapping one product for another.
On a practical level, she focuses on:
- Using as much seasonal, local product as possible
- Minimizing imported flowers
- Avoiding floral foam (Oasis), which is toxic and breaks down into microplastics
- Using chicken wire, vessels, and more innovative structures instead
But she’s also thinking about sustainability in another way:
How do we make floristry itself sustainable as a craft and a profession?
- Can we support local growers instead of flying flowers across the world?
- Can we educate clients on what’s in season and realistic?
- Can we keep this art form alive in a way that respects the planet and the people creating it?
She’s excited (and realistic) about how different this will look in France, where the flower markets and supply chains are much bigger—and often, paradoxically, less local.
Trends, Seasons & Paris as a Rose
Like fashion, florals have trends that circle back through the decades.
- Dried flowers had a huge moment around 2020—now couples are over it.
- Calla lilies are having a big comeback (even if they’re hard to source in New Zealand).
- There’s a definite 90s and early-2000s revival in shape and styling.
But beyond trends, Jade has a deep love for the transitional seasons.
Spring, when bulbs push up through the cold soil and cherry blossoms start to pop.
Autumn, when everything shifts into warm tones and textures.
“I think nature is the biggest example of creativity,” she says. “It blows my mind how insanely beautiful and magical it all is.”
When I ask her what flower Paris would be, she laughs at the cliché—but still says it:
“A rose. It’s the city of love. How could it not be?”
Sometimes clichés are true for a reason.
From Quiet New Zealand to Fast-Paced Paris
New Zealand has given Jade peace, space, and a deep connection to nature. But she’s ready for something different.
She craves:
- The hustle and bustle
- The rich cultural life of France
- Bigger events, bigger budgets, and bigger creative opportunities
- Architecture, history, and the layered aesthetics of European cities
She’s aware Paris will be more chaotic and fast-paced—but in a way she feels ready for. She plans to freelance with other florists first, to understand how the industry works in France before fully relaunching her business there.
Advice for Aspiring Florists
If you’ve ever dreamed of working with flowers, here’s Jade’s best advice:
Freelance for another florist.
Don’t wait until everything is perfect. Don’t assume you need to start with your own shop or studio. Instead:
- Find a florist whose style and values you admire
- Offer to freelance during busy seasons
- Learn the logistics, not just the aesthetics
- Get hands-on experience with real events and real timelines
She never went to floristry school; her learning came from doing. Still, she wishes she had leaned into freelancing earlier—it would have shown her sooner what the wedding and events world really involves.
Creativity as Beautiful Chaos
When I ask her to define creativity, she smiles and calls it:
“A little bit chaotic—in the best way.”
For her, creativity is:
- A flood of ideas that arrive suddenly
- The urge to act on them right now
- Rummaging through materials, foraging, experimenting
- Not always knowing what you’re making until your hands are already in motion
And nature, she says, is its greatest teacher and mirror.
Where to Find Jade (and Her Flowers)
Jade runs Willow and Sage Botanics, a floral design studio for weddings and events.
You can follow her journey from New Zealand back to France, and eventually work with her in Europe from May 2026.
Connect with Jade:
- Instagram:
@willowandsagebotanics - Website & Pinterest: Willow and Sage Botanics (same name across platforms)
