“I would love to say everything comes directly from the soul. I really do not think of a recipe on how to put a design together, rather I let it happen naturally.”
Zita Elze
Award-winning floral artist
Award-winning floral artist, designer, teacher, creator of the Living Embroidery Collection and design consultant, Zita studied artistic bookbinding in Paris, followed by Interior Design at London’s KLC School of Design, and Landscape Architecture at the Inchbald School of Design, where she graduated with a distinction.
She won the prestigious Design and Decoration Award ‘Graduate Garden Designer of the Year 2003’ and opened her eponymously named first shop in Kew in the same year.
In 2009, Zita won a silver-gilt medal for her first major exhibit, entitled A Celebration of Life, at the Chelsea Flower Show, where she revealed her ground-breaking floral embroidery technique.
Zita was the RHS London Floral Artist in Residence in 2018. Her bridal flowers have won numerous awards including the Condé Nast Brides Editor’s Gold Design Award.
Zita’s style is a blend of...
Laura Elze
Laura was born in São Paulo and raised in Munich, Paris, and London. She graduated from the Florence Institute of Design in 2017. After completing her studies, she joined her mother, Zita, in the family business in Kew. Initially, Laura focused on managing suppliers and finances, as well as overseeing the organisational and planning aspects of the business.
As Zita gradually transitioned back to Brazil, Laura's own creative instincts began to take centre stage. Today, she brings Zita’s rarefied, heartfelt design vision to life through her own unique approach to floral art, leading the business’s creative output.
A designer at heart, Laura regularly visits the New Covent Garden Flower Market, where the ever-changing palette of seasonal flowers and foliage offers a rich source of inspiration. These visits inform both the shop’s aesthetic and her approach to upcoming installations, helping to shape her evolving creative vision.
Over the years, Laura has also collaborated with numerous businesses bringing her signature floral aesthetic to events, product launches, editorial shoots, and bespoke installations.
After five years of teaching at the ZE Flower Academy alongside Zita, during which she absorbed her mother’s exceptional techniques and artistic philosophy, Laura has begun sharing her own creative language with students from across the UK and around the world. Learn more about her teaching work and upcoming courses at the ZE Flower Academy
Nadia Chin
Zita Elze is delighted to be collaborating with Nadia Chin, a professional calligrapher and engraver with an eye for detail and a passion for creating beautiful, bespoke designs.
Nadia's bespoke work offers a fitting complement to Zita's floral arrangements and event designs, adding an original and elegant personal touch with custom signage, place cards, and invitations.
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Where You Can Find Us
Extract from Zita's Interview with Rona Wheeldon, Flowerona 2011'
Read Zita’s interview with The Florist magazine, January 2013.
“When we need fabulously styled flowers for the Brides cover shoot, one of the first calls we make is to Zita. Her level of creativity is so impressive and she never fails to deliver something that is completely magical.”
– Brides Magazine, July 2013“Undoubtedly one of the most talented floral artists in the world. Zita’s original vision and creative concepts know no bounds. Her work is nothing short of breathtaking.”
– Annabel Beeforth, founder and editor in chief, Love My Dress, Little Book for Brides, September 2015“You can always rely on Zita to create something imaginative and ahead of the game, but this year at Brides The Show I felt she topped all expectations …”
– Jade Beer, editor, Brides magazine, October 2016