Laura Vaccari

Fiorificio

Flower designer

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The fairy who turns broken branches into art

Simplicity is the cornerstone of Laura’s art
She uses flowers and branches collected in the woods
She works on demand, not wasting any plant materials

Born in the Karst Plateau close to Trieste, Laura Vaccari, a slow flower stylist – as she likes to call herself – grew up in the woods, swept by the hard-blowing Bora wind. She goes back any time she has a decoration, a flower arrangement or wedding staging to prepare. “What nature leaves, I collect and use in my atelier” she explains. “I pick up broken branches and pieces of wood, prunings and hay from the fields, wild flowers from the side of the road. The less I cut, the better.” Her raw materials may seem humble, even ugly sometimes, but her creativity turns them into beautiful, delicate decorations worthy of a king’s palace. “I just look around and get inspired” she says. “Searching and discovery are definitely the best part of my profession.”

Interview

How did your career as floral designer begin?
I have done many things: I was a goldsmith, a secretary, the curator and exhibition designer for Trieste’s Science Centre. But I’ve had an inclination and instinct for flowers since childhood, so I decided to study floral art and in 2016 I launched my brand, Fiorificio.
What is Slow Flowers Italy, of which you are a part?
It is a movement that supports the use of local, seasonal and sustainably-grown flowers. We work at slow pace, respecting the rhythm of nature. We grow our own gardens or buy from nearby producers, we do not use glue, floral foams, stabilised plants or disposable materials. It is niche, but getting stronger every year.
Do you work exclusively on demand?
Yes. I do not want to waste any flowers or other plant materials. For the same reason, I prefer long-lasting arrangements, made with dry grass, roots and branches, to fresh cut flowers that are bound to wither and die quickly.
How is your relationship with customers?
I am usually the one making suggestions, but we do a lot of talking because I need to understand what they want. Most of the time, I get really involved in their stories, in particular if they are getting married. The emotional side of my job is something that I really love.

Laura Vaccari is a master artisan: she began her career in 2013 and she started teaching in 2018