When I first started Flowerona, my long term aim was (and still is!) to feature florists from around the world and have a global readership.
Slowly but surely, readership has grown. The majority of Flowerona readers are currently based in the UK, followed by the United States and Australia.
So I’m delighted today, as part of my Florist Friday blog post series, to feature an interview with Beverly Hills based, Eddie Zaratsian.
Could you tell us what prompted you to become a florist?
I just fell into it. One day I was at a function around the age of 8 or 9 and the flowers were so stunning, it evoked an emotion in me.
I was amazed and blown away with how much creativity can come from a flower.
In that moment, a seed inside of me started to grow and I realized my true passion.
The best moments in life are when you have a connection to something that evokes an emotion in you and makes you think.
That’s when you’re trying to figure out what that is and how to get that feeling to happen again.
For me, flowers, plants, floral design, art and design do just that.
Could you tell us how your floristry career has progressed?
My floristry career progressed after launching tic-tock Couture Florals, my first brand.
I wanted to take my career to the next level and then I launched my new brand Eddie Zaratsian Custom Florals and Lifestyle, in partnership with Restoration Hardware.
My line complements Restoration Hardware’s furniture and accessories, while displaying a different take on contemporary floral design.
Could you tell us about Eddie Zaratsian Custom Florals and Lifestyle?
Eddie Zaratsian Custom Florals and Lifestyle is exclusively located in Restoration Hardware Beverly Hills, CA and Scottsdale, AZ.
It is not just a floral boutique. It’s a design house that can style any event or project, from start to finish.
Where do you get inspiration for your floral designs?
I find inspiration from everywhere. I find it in my daily life, my travels, art, color, fashion and home décor.
I like to absorb everything and find ways to apply it into my own work. You just need to be open to be inspired.
How would you describe your style?
As a designer, it is eclectic, but my style is really edited.
I love to show how using colorless pieces combined with texture and different materials can make the most beautiful designs.
Could you tell us about your new book?
My new book, ‘Custom Florals and Lifestyle’, is a collection of ideas, colors and textures. It is a manifestation of so many creative ideas in my head.
Each arrangement displays my thought process in floral design. I also wanted to share my outlook with the world and inspire others the way I’ve been inspired.
So, wherever the book takes you is where you were meant to go. It will take different people to different places.
(The images in today’s post are all from Eddie’s new book.)
What are your plans for the remainder of 2013/2014?
Coming out with my own line of accessories: containers, vases and vessels.
What is your favourite flower?
I love all flowers. This question is like asking which child do you like the most. Therefore I have to choose them all!
Thank you very much to Eddie for all his help in compiling today’s blog post. It’s so interesting to see what’s happening ‘on the other side of the pond’!
Social Media Links
If you’d like to keep up-to-date with his news, here’s where you can find him on social media:
(Images : Marianne Lozano)