SFN in Brazil

Tell us about your floristry practice.

I’m based in São Paulo, where I operate my floral design studio. Several decorators and event agencies aligned with my values and sustainable approach outsource their floral projects to me. I do weddings, corporate events, birthdays, brand activations, editorial projects … all types of events.

I also teach sustainable floral art courses to florists and decorators who want to develop a more conscious approach to their flowers.

And the Season & Soul Masterclass?

I organized and hosted the Season & Soul Masterclass in São Paulo. It was created in collaboration with US floral designer TJ McGrath and focused entirely on practical sustainable floral design techniques.

We challenged the misconception that sustainability is expensive and complicated, and demonstrated that you can create any type of floral arrangement or installation using simple, low-cost, reusable materials. All you need is the commitment to evolve and become an agent of positive change.

We had 30 participants from across Brazil, from beginners to experienced florists. They all wanted to integrate sustainability into their businesses. Over two days, we shared knowledge, a lot of practice and had meaningful exchanges that transformed perspectives.

What were the highlights? How did participants respond?

The most significant outcome was awakening participants to a new consciousness about the importance of every small choice we make and the critical role we play as florists. This awareness empowers us to make intentional decisions about how we work and which materials we bring into each project.

The participants left deeply committed to embracing a more responsible approach.

How did you integrate the SFN Design and Business Principles?

The Sustainable Floristry Network principles were woven throughout every aspect: from selecting seasonal, locally-sourced flowers for exercises and installations and choosing sustainable mechanics and materials, to partnering with aligned suppliers, sourcing organic local catering, and implementing waste separation.

What is the floristry industry like in Brazil?

Brazil’s floral industry is one of the world’s most diverse, producing cut flowers, ornamental plants, seedlings, and seeds — from native tropical species to temperate varieties adapted to our climate. São Paulo is the largest production hub, accounting for approximately 40% of national output. The sector generates billions of reais annually with consistent growth. The domestic market accounts for 85-90% of production.

Is there an interest in more sustainable practices?

Increasingly yes. While the shift is gradual, I see it accelerating daily. There are more florists and decorators seeking this knowledge, and more clients and companies prioritizing professionals aligned with sustainable values. It’s a slow but steady transformation, and our community grows every day.

What would changes in education/industry would you like to see?

I believe floral design schools must begin teaching a more conscious approach to floristry, awakening students to a new relationship with flowers and helping them understand that traditional methods no longer serve us.

We now have the information to make better decisions and meet current market demands, where clients increasingly value professionals who understand and implement sustainable practices. This is the future of our industry.