The Florist Interview

The Florist Interview


One of the Floral Design Academy students just sent in a link to this press coverage in The Florist’s 31 January 2013 issue.

Zita Elze


Zita Elze
Florist and teacher, Zita Elze Flowers Ltd. 

What three words would best describe you?
Perfectionist, Organized, Sensitive, Empathetic

Best business decision?
Closing a beautiful business that was in a bad location.

Worst business decision?
Not closing a business which is in a bad location.

What turns your stomach and why?
Mess. I can’t stand it, I don’t function if I am surrounded by it.

How do you relax?
Meditation, travelling, staying with my family, staying at boutique hotels, preparing good food.

Greatest indulgence?
Staying at the Les Prés d’Eugénie of Michel Guérard – an amazing hotel/spa with attached a 3 Michelin star restaurant, for two weeks with my husband and my two kids. I’m still paying the bills…

What’s your biggest pet hate?
Being late.

What’s something you dream of doing?
Opening shops in Tokyo, Sao Paulo and NY.

What do you find most difficult?
Finding time to get things done. It would be great to have a clone…

Is the customer always right?
Yes, always

Most cringe-making moment of your career?
An exhibition in Singapore. When I saw all my flowers that were sent from Holland, lying without refrigeration in customs for 3 days. They were almost all dead, but I somehow managed to finish the exhibit. This was a miracle…

Best piece of advice to someone starting out in the industry?
Be prepared it is very hard work….

You’re stranded on a desert island, only one flower grows there, which would you choose?
Anthriscus Sylvestris

And finally, the plug…
Zita Elze Flowers Ltd. is a floral design company, driven by Zita’s extraordinary flair for capturing beauty, emotion and atmosphere in her designs. Zita Elze’s store is situated on a tree-lined street in the centre of Kew.
287 Sandycombe Road, Kew, Richmond, Surrey, TW9 3LU
+44 (0)20 8940 0040

Category: sixty seconds
Published on Thursday, 31 January 2013 15:51
Written by Hannah