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#9 Aline Borges - When floristry becomes an art

Author
Jeanne du Sartel
Published
Tue 27 Oct 2020
Episode Link
https://shows.acast.com/brillantes/episodes/9-aline-borges-when-floristry-becomes-an-art

In her second life, Aline Borges decided to use flowers to express her art and creativity. 

On the eve of her 40th birthday, she left Brazil, her home country, and made Switzerland her new home. She left behind a successful career in fashion, with one goal: to become the first artist in Switzerland to use flowers as a main tool. The Florist was born. 


In Zurich, she revolutionises the profession. Exit, the street shop, Aline works in an atelier. She produces her bouquets on demand or by subscription. She teaches her know-how and carries out all sorts of requests for brands or private clients... 

And Aline's work is so powerful, that over time she even acquired the status of artist. 


In this discussion, Aline recounts the success of TheFlorist.ch, launched in 2016. She details how she conceived and set up her business. Aline also describes the challenge of working with a living material as fragile as flowers, and I ask her about the environmental impact of this globalised industry. 


We talk about entrepreneurship and its challenges, and she explains how she has managed to make a place for herself and to create a network in this new country. Of course, you will also hear about her professional beginnings, in Brazil, as she was working for 16 years in fashion, namely for Vogue and Harpers Bazaar. 


During this fascinating exchange, I discover a strong and independent woman, extremely ambitious and determined, a real artist with a wonderful taste.


So come and discover the exciting environment of floristry and learn from another successful entrepreneurial journey: the new episode of Brillantes is waiting for you!




Time codes


05:17 When “Brillantes” stands for light 

06:18 Michelle Obama and Melinda Gates as sparkling women 

07:32 A Brazilian childhood, in an international environment 

10:14 A grown-up child living in her own world  

11:46 From modelling, to economics, to owning a bar: the first working experiences 


The Fashion Industry


14:58 Learning by doing in the fashion industry 

17:34 Working with Vogue and Harpers Bazaar in Brazil 

21:24 A minimalist relation to fashion 

22:58 Deciding to leave Brazil 


Moving to floristry 


26:24 Why Zurich became the perfect place for Aline to express her creativity  

30:33 From network to work: setting up in a new country 

32:19 Discovering that floristry could be an art: when Rebecca Louise Law becomes a role model 

34:50 How Aline decided to become the one that would revolutionise the Swiss floristry 

36:51 Getting trained in London 


All about TheFlorist.ch 


39:30 Becoming an artist working with flowers 

42:44 A diversified business model 

45:30 Becoming an entrepreneur in a foreign country 

47:54 The difficult industry of floristry

49:40 Selecting the best flowers all over the world  

52:17 The environmental problem of floristry 

54:35 Delivering bouquets like presents, in beautiful bags


Tips from an entrepreneur 


56:19 Marketing and branding tips from Aline Borges

58:25 Creating a strong and inspiring network from scratch 

01:01:13 Setting up your value as an artist… and your prices

  

01:04:09 Final questions 




Interesting links and references 


To follow The Florist: 


Books reference 


People she is mentioning in the episode: 



Help me grow up Brillantes! 


If you liked the episode, please share it with as many people as possible, rate it with 5 stars and subscribe to the podcast on your listening platform. This help will be extremely precious to me 


Find all the links to listen to the episodes here: www.flow.page/brillantes


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And her host and founder, Jeanne du Sartel:

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