Today we’d like to introduce you to Aleksandra Filatova.
Hi Aleksandra, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My work is rooted in more than 16 years of experience in floral design, but over time it has evolved far beyond traditional floristry. I developed Flower Therapy as an original approach that uses flowers as a sensory, emotional, and creative medium for human well-being.
For me, flowers are not only decorative objects. They are a language of emotion, presence, and connection. My goal is not just to create beauty, but to create experiences that help people feel calmer, more open, and emotionally supported.
Over the years, I consistently observed that flowers create an immediate emotional response in people. This led me to explore their psychological and sensory impact more deeply.
That experiment confirmed what I had seen for years in my work: flowers can create an immediate emotional response. People smiled, softened, became surprised, and felt seen.
This human reaction became the foundation for my Flower Therapy concept.
What sets my work apart is that I treat flowers not only as a decorative product, but as a sensory and emotional medium. My goal is not only to create beauty, but to create an experience that helps people feel calmer, more connected, and emotionally supported.
My approach brings together professional floristry, the emotional impact of color and scent, experiential floral workshops, work within wellness and community environments, and a research-driven perspective on how flowers influence human emotion and perception.
Over time, my practice expanded from floral design into education, workshops, written materials, and Flower Therapy sessions. I began documenting how flowers can serve as a nonverbal medium of comfort, calm, and presence.
This led to the development of author-led workshops, experimental floral experiences, and conceptual work exploring the relationship between nature, emotion, and human connection.
I believe the future of floristry is not only in luxury events or decorative arrangements, but also in human-centered environments such as hospitals, rehabilitation centers, senior communities, wellness programs, and educational spaces.
Flowers can become part of emotional care environments — not as medical treatment, but as a way to support comfort, sensory engagement, calmness, and positive emotional response.
In this sense, floristry can play a meaningful role in wellness, recovery spaces, and community connection.
As now, I doing workshops ( I call it Floral therapy ) at the hospital as West Gables Hospital and now working with Mental Health of America, which gives me additional experience and confirmation of these words.
My work is not about positioning flowers as a medical treatment or claiming therapeutic cure. I never present Flower Therapy as a replacement for psychology or healthcare. Instead, I focus on emotional well-being, sensory experience, and human connection.
I also do not see my work as simply “making beautiful bouquets.” Beauty is part of it, but the deeper intention is emotional impact and human experience.
Earlier, I conducted an experiment on the street where we approached people with the question “Which would they prefer: money or flowers”. As expected, many people chose flowers. Money can’t buy feelings and love, right?
I transformed over 16 years of floral design experience into an original Flower Therapy approach that uses flowers as a sensory and emotional medium for comfort, connection, and well-being. My work bridges floristry, wellness environments, education, and social exploration, positioning flowers not only as decoration, but as a tool for emotional presence and human support.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It hasn’t been a completely smooth road. One of the main challenges was that I was developing a direction that didn’t have a clear definition at the time, so I often had to explain my work from scratch and build understanding around it step by step.
Another difficulty was the transition from traditional floristry into a more experiential and emotional approach. It required patience, because not every environment or client immediately understood that shift.
But over time, these challenges actually helped me clarify my vision and strengthen my work. They pushed me to be more intentional, consistent, and clear about what I’m building.
Alright, so let’s switch gears a bit and talk business. What should we know?
I still work with private clients and floral commissions, and I deeply value these relationships. At the same time, my work has expanded beyond traditional floristry into creating floral experiences, workshops, and concept-driven projects.
I specialize in combining professional floral design with the emotional and sensory impact of flowers. My focus is not only on aesthetics, but on how flowers influence mood, presence, and human connection.
What sets my brand apart is this broader perspective — I approach floristry as an experience, not just a service. Each project is designed to create an emotional moment, not only a visual result.
What I’m most proud of is that my work has evolved into something people don’t just see, but feel.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
For me, the most effective networking has come from authentic connection rather than formal outreach. I’ve found that when I consistently share my work and stay active in creative and wellness spaces, the right people naturally appear.
Collaborations and workshops have played the biggest role in building meaningful relationships. I’ve learned that networking is less about “finding” people and more about building genuine connections over time.
Pricing:
- Pricing- for Private Floral Commissions : varies depending on the design, scale, and flower selection. Each arrangement is fully custom and tailored to the client’s vision.
- Pricing for Workshops: are priced per participant or as a private/group experience, depending on format, size, and concept.
Contact Info:
- Instagram: https://www.instagram.com/alexsflowers
- Facebook: https://www.facebook.com/share/1KfjnHaxt5/?mibextid=wwXIfr
