As the festive season draws near, we had the pleasure of speaking with Laura Elze, the Creative Director of Zita Elze Flowers. Following the path lovingly paved by her mother Zita, Laura has embraced the opportunity to carry forward the rich legacy of a brand renowned for its artistry and innovation. In this intimate conversation, Laura shares her thoughts on this year’s Christmas trends, her creative vision, and her journey as a young entrepreneur leading a luxury floristry business.
How does it feel to take on the leadership of Zita Elze Flowers, a brand your mother built with such love and creativity?
It’s an incredible privilege. Growing up, I watched my mother turn her passion for floristry into an internationally celebrated brand over twenty years. To now lead this beautiful legacy feels deeply meaningful. I’m grateful for the opportunity to preserve the values she established while also weaving in my own perspective and ideas.
What are your fondest Christmas memories growing up?
Christmas in our home was pure magic. One of my most cherished memories is decorating the Christmas tree with my grandmother and brother. We’d use a mix of traditional handmade ornaments inspired by her hometown of Dresden in Germany—fresh red apples, gilded walnuts, delicately folded white paper stars, and artisan decorations she had lovingly collected over the years. Those moments, with the scent of pine filling the air and soft candlelight glowing, have shaped my love for the season and the cosy, nostalgic beauty it brings.
What inspired the design direction for this year’s Christmas collections?
This year’s collection is a celebration of tradition and homey charm. I drew inspiration from the warm, nostalgic feel of childhood Christmases and the timeless elegance of festive decorations. Think luxurious ribbons, rich reds and greens, and sparkling accents—designs that evoke the feeling of stepping into a beautifully decorated scene from a beloved Christmas film.
What can clients expect from the Zita Elze Flowers Christmas wreaths and arrangements in 2024?
Our Christmas wreaths this year are a symphony of texture—lush greenery, pinecones, berries, and elegant ribbons. Each design tells a story, blending natural elements with thoughtful details. For table centrepieces, we’ve introduced arrangements featuring seasonal blooms in rich tones, paired with candles to create that perfect holiday ambience.
How do you balance preserving the brand’s identity while bringing your own vision to it?
It’s a delicate dance. My mother’s philosophy of storytelling through flowers is at the heart of everything we do, and it’s a foundation I deeply respect. At the same time, I’m passionate about introducing new ideas, collaborating with artisans, and incorporating seasonal trends to keep the brand fresh and evolving. For instance, we recently launched an Organic Geranium Scented Candle in collaboration with Skar Organics, the UK’s first and only certified organic candle brand. This floral-scented beeswax candle brings together artistry and sustainability, reflecting our ethos perfectly.
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What do you think makes London so special at Christmas?
London is breathtaking during Christmas. The city’s festive lights, carolers, and markets create a magical atmosphere that’s impossible to resist. From the elegant displays in Mayfair to the charm of local markets along the Thames, there’s an endless stream of inspiration for our floral designs.
Are there any challenges to running a business at 30 years old, especially one as established as this?
Of course—stepping into this role has been both exciting and daunting. One of the biggest challenges is maintaining the impeccable standards clients associate with Zita Elze Flowers while also shaping the business in my own way. But it’s incredibly rewarding to see the results of the work and to experience the trust our clients place in us.
What advice would you give to other young entrepreneurs taking over family businesses?
Embrace the foundation your family has built, but don’t shy away from innovation. It’s important to stay true to the brand’s essence while also making space for your own ideas and vision. Surround yourself with a supportive team, and never underestimate the value of learning from those around you.
Your mother is spending more time in Brazil now. Does her new journey influence the business?
Absolutely. My mother’s retreat, Casa Capim Cidro in the central Brazilian state of Goiás, and her studies in permaculture and agricultura sintrópica reflect her deep connection to nature. This commitment inspires us to incorporate more sustainable practices into our designs and workshops. It’s also a reminder of her dedication to teaching. Her Floristry Career Course, now offered only twice a year in March and November, is an extension of that philosophy. The class is kept intimate, with only 4-5 students, allowing for personalised guidance. Past students often call it London’s best-kept secret and feel privileged to still learn from her.
I actually attended the course myself in 2018 after graduating with a degree in Interior Architecture in Florence. That experience was life-changing for me, as it has been for so many of her students.
What are you most looking forward to this Christmas season at Zita Elze Flowers?
For me, the best part of the season is sharing its magic with our clients. Whether it’s helping someone find the perfect wreath or crafting a bespoke arrangement, I love knowing that our work brings warmth and beauty to their homes during this special time of year. We’re open until noon on Christmas Eve, and after the doors close, I’m especially looking forward to traveling to Bamberg in Bavaria, where my brother now lives, to spend Christmas with my family. It’s a wonderful way to unwind and embrace the true spirit of the holiday season.