Welcome back to our recurring monthly series, 2013 TRENDS. This month we selected to interview the dynamic design duo at Atelier Joya, Priska Kaspar Jayme and Lisa Boone. We cannot speak highly enough about these innovative, enthusiastic and creative women and love any opportunity we have to work with them. Atelier Joya is forever ahead of the curve, so it seemed fitting to ask them to forecast this year’s trends in florals. On behalf of Atelier Joya, Lisa shares her thoughts on the exciting things in store for 2013.
Q: First tell us about Atelier Joya and how your company got started.
A: Priska has been working with flowers since she was a little girl. She grew up in Switzerland where her parents owned a nursery & flower shop. She knows the ins and outs of flowers and has had a passion for them all of her life. I have a background in interior design & styling and can remember spending many afternoons as a child doing the “decorating” for parties and always wanting to make my surroundings beautiful. Priska & I met while working for an event design company together. A year after both of us had left, we realized we missed working together and that we both were interested in starting a business. We both wanted to continue doing what we loved and knew we had the background to make it happen. That’s how it all began…
Q: How would you describe Atelier Joya’s philosophy of design? What makes your work stand out amongst your peers in terms of quality, products and materials?
A: Atelier Joya has a refined, sophisticated style. For each event there are several key components we consider: color, proportion and a dramatic/unexpected element. We always take the venue into consideration and create designs that not only highlight the venue, but also enhance any decor elements that we bring in.
We always use the highest quality materials and believe in excellent craftsmanship. Priska has been in the floral business for over 20 years and she knows exactly how flowers respond to different handling techniques, climates and seasons. She is able to create any style of arrangement, as she deeply understands the technical skills behind it. I think what really makes us stand out amongst our peers is the thoughtfulness that goes into each event. Not only do we design the floral arrangements, we design the entire event! By taking every differing design component into consideration, we are able to enhance each component of the design and have a cohesive look with layers of depth, dimension and surprise.
Q: Which flowers and themes were popular in 2012 that you think you’ll be seeing less of in 2013? Can you share some photos?
A: Mercury glass was very popular, along with florals in shades of blush pink and ivory with a hint of dusty miller mixed in.
Q: In your opinion, what are the new ‘it’ colors and floral trends for 2013? Can you share some photos of these colors and trends?
A: We’re seeing a bit more color this year. There are lots of corals, peaches and even some fruits like kumquats and textural materials. The loose, organic, garden style is very popular right now too.
Q: Are there any new varieties of flowers, herbs or other plants on the market this year that you’ve not seen in the past? Can you share some photos?
A: Every year we see a few new varieties of roses, garden roses dahlias and tulips. While this isn’t a new variety, we absolutely love using tree peonies during the 2-4 week period that they are available at the market.
Q: We saw a lot of mercury glass vessels being used in 2012. Do you think a new innovative container and/or material will take center stage this year?
A: We’re seeing a lot of gold accents (i.e. votives, silverware, rims of plates). We also think earthenware and ceramic pieces will take center stage. For us, we really like to focus on using specialty vessels that aren’t necessarily the latest trend, but are specifically sourced for the event. Our pieces are selected to showcase the flowers perfectly and to make an original arrangement that adds a one of a kind experience for the guests.
Q: When you start working with a new client on a wedding, how does the process begin?
A: It’s so much fun starting to work with a new client. Initially, we sit down with the couple and talk about their vision for the day. What is it that they want to experience…what is the feeling they want to evoke. We have them fill out a questionnaire that helps us to get to know more about them as a couple. Some questions we might ask are what their hobbies are, what their dream home would look like, where do they like to travel, what magazines do they read, etc. We gather lots of information to get a real sense of the couple and come up with ideas for ways to have their personality shine through at the wedding. We spend time looking at photos together and learn what they gravitate towards. Once we have a good sense of who they are and what they are envisioning, we get to work designing for them.
Q: In your experience, how much of her budget should a bride set aside for florals and event design?
A: The budget really depends on the client’s priorities. For some clients, their most important component is the food, while for others it might be the music and for others the floral & decor. I think a great deal depends on the venue that is selected as well. The budget varies quite a bit depending on how many items need to be brought in versus how much the venue already provides.
Q: What is the most over the top, fabulous event you’ve been a part of? Can you tell us about your contributions and share some photos?
A: A really amazing event for us to design was the Kim Crawford Welcome Tent at the South Beach Food & Wine Festival. With over 20,000 guests attending the event, we captured the brand’s whimsical, glamorous image as well as evoked a Miami Beach vibe. We created the overall concept/design for the tent. Our client gave us the freedom to think outside the box and go big with an 80′ wall art installation. It was so satisfying to see our initial rendering come to life
Q: If you had an opportunity to put together your dream event (wedding or otherwise) with all your favorite florals and an unlimited budget, what would it look like?
A: I would love to host an event in a faraway destination like the Greek Isles in a beautiful home with white stucco walls and a stunning view of the Aegean sea. It would be a gathering of close friends and family and it would be a time to relax, take in the sun and eat amazing food. I picture the decor in the evening being a sea of gorgeous lanterns scattered about the villa and large antiqued pots overflowing with fresh local flowers each day.
In case you missed it, click here to read out last TRENDS entry, featuring Rentals with Hartmann Studios