Found in France

Featuring: Emilia Oliverio

 

(Check out the Program Slideshow Below)

Emilia Oliverio spent a year in law school followed by four years studying art and fashion design in Paris before entering the world of flowers. Following her studies, she married a landscape architect, together they expanded and modernized a 5th generation family business of growers, horticulturists and florists. When their paths separated, Emilia moved to northern France and opened a flower shop and later a business catering to decor for special events.

During this stage of her life she started competing and gathering French and International floral cups and awards. In 2000, Emilia won France's highest award the "Meilleur Ouvier de France." Held every four years, the "Best Skilled Craftsperson in France" award requires: excellence in a craft, a high level of skill, organization, speed and creativity. The award brought her much recognition and extensive travel presenting training exhibits.

After selling both stores, Emilia relocated to Southern France to accept the position of Art Director for a floral wire service. She creates the designs for the Florajet.com catalog, works with their sales/marketing team on company strategy and is their advisor in terms of image.

Emilia also runs two companies, a call center specializing in floral delivery with Florajet as their main customer and another venue consisting of a floral art school and publisher of a trends magazine for professional florists titled "NACRE."

She has recently acquired a publishing company. It is our understanding... Emilia will soon release her first book. This will be her first visit to the United States.

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(Sponsored by Platinum Elite Partner Accent Decor and sponsored in part by Bronze Elite Partner Edito Floris Books.)

 

Found in France Notes:

Emilia "Emie" Oliverio brings a spirit and passion for Floral Design, inspired by the forces of nature found in the geography, climate, colors and culture of Gard, in Provence, Southern France. As a Fine Arts graduate and Florist she shared her expertise. Traditional, tested, innovative and revolutionary techniques she believes are the keys to a florist's good fortune.

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In France there are still many traditional florists with large customer bases. It is in the cities we find a more worked upon, refined and sculptural floral art, but we remain a little known profession compared to our cuisine and famous French kitchen.

We are influenced by the Dutch floral trends, which is logical since they have such a strong presence in relation to distribution and marketing throughout the world. As pioneers in floral design they are influential in floral design globally. It is for this reason; it is sometimes difficult for me to differentiate styles in different countries. However, there are great designers throughout the world... all sharing their skills.

Since moving to southern France, I have been able to see a difference between the classic floral design, which is very colorful with a mix of many flowers and the more refined style of the Belgians, Germans, and the Dutch. Floral design in France strives towards a refinement of styles. Working with shapes and plants but having fewer colors and plant mixes. We are moving towards having "one color and one type of flower." I like the way that the new French trends are going because I like the more sculptural forms, without too much mixing. I find that it makes the creations more powerful and enhances the plants used but I attach great importance to techniques and that which "was" traditionally is the basis of our knowledge today.

We should not forget everything for the benefit of more contemporary styles. It should be part of our knowledge in order to better meet the needs and expectations of our customers.