Lena Romanova #EmpowHERed Women Live Series

Get ready for another episode of our EmpowHERed Women Series in celebration of Women Day, featuring remarkable women in the floral industry. Our next speaker is Lena Romanova, a Freelance Florist, Mentor & Educator.

A Moscow-based floral expert, Lena started her floral career seven years ago and it turned her world upside down. She began her design work as a wedding florist, a specialization that was still in its infantry in Russia. She made a commitment to learning everything she could about floriculture, discovering her passion for flowers in the process.
She never worked in the flower shops, instead, her wedding floral work became the foundation of her craft as she underwent her transformation as a floral professional. Lena became one of the pioneers who shaped Russia’s wedding floristry from zero to the booming industry it is today.

In the process, she created a lot of momentum through her work, leading to other aspiring florists asking for her guidance. At that time, Russia didn’t have formal training programs for modern wedding floristry, which offered Lena an opportunity to give private lessons. As the demand built, she was able to establish a formal group masterclass program to share her craft with others. Over the last year, she has fully embraced her evolving role as a floral mentor.

Her innovative approach to her floral mentorship work is deeply rooted in the ‘collaboration over competition’ model. Lena’s mission is to help others discover and grow into their full artistic potential as they undergo her coursework. She refers to her own work as: