How did you start out in this business ?

I started in the business a bit by accident. When I was 15, I wanted to do theatre and I went to the Cours Florent for four years. However, as that career didn't take off, I worked in the restaurant business, where I spent fifteen years, from assistant barman to waiter, then manager of a restaurant of the Palais Royal where I also took care of the decoration and flowers. That's when I developed a passion for flowers and decoration. After the restaurants, I worked for a Paris floral decoration workshop, rue du Faubourg Saint - Honoré, where I discovered the world of artificial flowers and illusion and some amazing arrangements. Afterwards I worked for other decor companies where I learned store design and how to create flower arrangements. In 1999, I set up a small decoration workshop and I started to build up a small clientele (restaurants, florists, etc.). In the meantime, I was working for one decoration company making flowers like in the old days for haute couture, and another that made huge decors for events. In November 2007, I opened my present store with a partner who has since left.

What do you propose ?

We mainly make artificial flowers; the top-of-the-line artificial flower that gives a “natural touch”, the illusion of reality made from a blend of specific fabrics and materials.  The artificial flower is another decorative asset. These are top quality products, handmade and therefore unique pieces, which please the clientele because of the care that goes into making them and the lower cost compared to fresh flower bouquets that need to be changed every week.
I also do the maintenance on the arrangements sold to my clients (artificial flowers, foliage stabilized, etc), some of which are over ten years old. The most popular ranges includes flowers (floral tubs), artificial fruit, cherubs in resin, vases and containers, rose balls (artificial flowers worked in volume on a sphere), decorative animals (small birds, butterflies, insects), lights, lamps and fairy lamps, lamp shades not to mention all the arrangements and other decorations produced to order.

Who are your clients ?

The clients who come to the store are people from the quarter or passersby who want to decorate their homes, and tourists looking for an original souvenir or gift with the Paris touch. We also have an outside clientele like hotels for whom I do the interior decorations (centrepieces, table decorations) and Christmas decorations, usually by subscription, companies (entrance halls, offices, etc.), doctors’ offices, retirement homes and various events (dances, birthdays, celebrations) including weddings for which I do many bouquets

The outside clientele matches the store clientele in numbers but the return is better. In addition to sales (70%), I do rentals (30%) like decorative Christmas trees, fake trees and huge flower arrangements. I am also thinking of developing the second-hand business in future, which has got off to a good start.

How is the decoration sector developing? ?

It’s a question of feeling. I work by intuition and I observe the different trends through my travels around trade shows, exhibitions and stores, my contacts and meetings (creators, wholesalers, etc.). I notice a move towards what is contemporary, towards something more Zen, more streamlined and less classic, using choice materials like wood, which I use in my decorations and arrangements.

What do you think of Rungis Market ?

I adore Rungis Market which is a source of inspiration. I came here when I was 14 with my father, who was a self-employed accountant and had several clients here, then at age 18 as a buyer of flowers and decorative objects. Today, I do 75% of my shopping here (flowers, fruit, decorative animals, containers, foam, metal stalks, etc.) This is a place where you find friendliness and trust with professionals and top quality products.