Emily Avenson

Fleuropean

Flower designer

©Fleuropean

Farmer florist

Emily moved from California to rural Belgium to grow her flowers
Growing her own flowers is the most exciting part of her job
She recently moved her studio to a beautiful château in the countryside

If you have to choose one single word to describe flower designer Emily Avenson, it would definitely be enthusiastic. Born and raised in the outskirts of San Francisco, she moved to rural Belgium in the early 2000s, after falling in love with a Dutch guy. She still feels the same excitement as she did the very first day she arrived. "Belgian countryside is so lush and green – a completely different world compared to dry California. I’ve always been fascinated by flowers, but this is where I began working with them." The occasion was her wedding. She had already started growing fruits and vegetables in her in-laws vegetable garden, but when she decided to get married, she was determined to do her own flowers, starting from seeds. "I chose the most basic and easy ones: cosmos, sweet peas and nigellas. I enjoyed the process so much that from then on, I was hooked!"

Interview

©Fleuropean

Are weddings your core business?: They were my starting point, but I soon realised they were not what I was cut out for. Weddings can be very repetitive, as people are often asking for the same things. Today, I prefer teaching. I’ve recently turned Chateau Wodémont, a historical estate into my studio and school, and it’s just perfect.
What are the perks of teaching?: I love sharing ideas and energy with my students. Not only are they learning from me and from each other, but I am also learning from them all the time. And then, without worrying about a bride’s requests, I am free to experiment and grow exactly what I like in my garden.
Do you have a favourite season?: I love both spring and autumn. But I also like wintertime, which is my season for dreaming and getting excited about what’s coming next. As to my favourite flowers, I’d say peonies. They’re not the most long-lasting, but each one is unique, with unique markings and colour combinations.
What’s the role of sustainability in your work?: It’s very important to me. I use neither pesticides nor other treatments and I do pretty much everything by myself, without machinery. I respect nature. Even if it’s unpredictable, you don’t have to fight it. Beauty is all around – even in a rainy day – if you take the time to look for it.

Emily Avenson is a rising star: she began her career in 2017 and she started teaching in 2018