Every floral project begins long before the first flower is placed. It begins with questions — the right ones — and with the ability to understand how a space, a palette and a client’s expectations come together to shape a botanical story. Speaking with Cecilia Paganini, founder of La Fiorellaia, means entering a world where technique meets sensitivity, and where even the smallest detail becomes an essential part of a larger vision.
In this conversation, Cecilia shares practical insights that help clients make more conscious, thoughtful and effective choices when approaching floral design.
What Are the Most Important Questions a Client Should Ask?
“The most important questions concern the design: how the space will be interpreted, which botanicals we will choose together and why, what the production timeline will be and how the installation will be managed. Asking why each choice is made helps understand whether there is truly a design vision behind the work.”
How Can Someone Recognize a Well-Made Floral Arrangement?
“By the whole, performance and durability. Form, rhythm, palette, proportions and the relationship with the space must be coherent. A well-made arrangement does not clash, does not invade, does not distract — it enhances. The technical detail: cleanliness, stability, precision is what makes it impeccable.”
Which Flowers Are Versatile and Easy to Maintain?
“It depends on the season, but generally flowers with good hydration and structure: craspedia, anthurium, lisianthus, carnations, roses if properly maintained, gladiolus, lilium. These botanicals are resistant, they perform well and maintain their aesthetic and shape even in the following days.”
What Can People Do to Make a Bouquet Last Longer?
“Fresh water changed often, correctly cut stems, daily renewal of the cut, no direct light and above all keep them away from fruit (especially apples!). Small technical gestures make a big difference: a clean cut every two days and a well-cleaned vase help more than any trick.”
What Are the Most Common Mistakes Clients Make When Choosing Flowers?
“Ignoring seasonality and not considering the light of the space. Sometimes clients want flowers that won’t perform where they need to live: too much heat, too little light, an environment too dry or too humid. Even the palette, if not harmonized, can compromise the final effect.”
What Is Your Opinion on Stabilized or Artificial Flowers?
“They can make sense in specific contexts, when fresh botanicals cannot be used. But they must be chosen carefully, evaluating aesthetics, quality and coherence with the space. Living material remains irreplaceable, but there are projects where the alternative can be functional.”
How Important Is Defining the Budget at the Beginning?
“It is essential. It allows for a realistic, coherent and optimized project. Knowing the budget helps choose the right botanicals, the right quantities and the correct proportions. It is a technical element, not a creative limit. It is indispensable for intellectual honesty and for proposing something the client can actually afford, avoiding making them feel inadequate.”
One Essential Piece of Advice for a Special Occasion?
“Choose few elements but well designed. A single botanical gesture, carefully planned in form, color and proportion, can say much more than an overloaded arrangement. The strength is in the care, not in the quantity.”