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!
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
To follow The Florist:
Books reference
People she is mentioning in the episode:
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Find all the links to listen to the episodes here: www.flow.page/brillantes
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