“It’s not a trend, it’s a lifestyle.”
As the creative director of both Tic-Tock Couture Florals and Eddie Zaratsian: Custom Florals and Lifestyle brands, Eddie Zaratsian has become a globally-recognized leader in the floral industry. Known for his extraordinary talent and revolutionary style, Eddie continues to evolve his creativity and design range with the launch of his new book, Custom Florals and Lifestyle. The designer’s talents are truly limitless and stretches the boundaries of the usual by showcasing arrangements that are complex, fresh, textural and perfectly edited. Now that Spring is in full bloom, we were excited to sit down with the designer and learn more about designing for Spring, the origin of his signature style and the business of floral design.
What are some of your favorite Spring flower trends?
I really don’t follow trends. It’s not a trend, it’s a lifestyle.
For me, Spring is about life and new growth so I like to incorporate fresh flowers with unusual pieces typically not used in flower arranging. I love to mix a mass of one type of flower with an interesting textural pattern – giving it that wow factor.
What kind of flowers are transitional for all seasons?
Orchids, Hydrangeas and Roses are transitional for different seasons be- cause they are easy additions to creating simple and elegant arrangements.
What are some of your must-have flowers and plants for creating Spring arrangements?
I tend to lean to more green and white with a hint of soft color. Vibernum is a must and of course Umbrella Ferns and Tulips. Those are my must-haves, but I also love Jasmine, Garden Roses and Succulents.
What kind of flowers would you suggest for home decor and outdoor entertaining?
Depending on your style, you can never go wrong with anything white and green in your home. As for outdoor entertaining you should add interesting elements like seashells, fruits or knick knacks from around the house to spark conversation.
I believe that if you do anything with passion and love, you will always find success.
As the Creative Director for both Tic-Tock Couture Florals and Eddie Zaratsian: Custom Florals and Lifestyle, how are you able to implement two different visions for two successful brands?
To really understand both brands and whom those brands at- tract. The Tic-Tock brand we are currently revamping focuses on event, corporate, wedding and gifting clients. They want creativity with several colors and unusual styling. The EZ brand focuses on the way people live in their home and the way you live everyday. It features more textured and edited designs inspired by art and architecture and is targeted to serve the social and corporate world.
When designing where do you find the most inspiration?
Travel, fashion and art.
What kind of emotions do flowers evoke for you?
It all depends on what type of flower and color. Never anything negative, only happiness and inspiration. Nature in itself is inspiring. I love to surround myself with a variety of orchids and fresh flowers throughout my house, and of course Jasmine and Garden Roses. Sometimes I go for a dark, rich and sexy ambiance in my home or light, airy and soft; It all depends on if I am entertaining or not. Simple and elegant white and green.
From your point-of-view, what are some things people misunderstand most about the business of floral design?
People forget these are perishable items. How they received them is not the way they are going to look because flowers don’t last forever. They are beautiful when they are first cut, but also the transition of dying is beautiful. You have to add water and change water to see them through. If you want something to last for a longer period of time you have to take care of it. Flowers are meant to feed the soul and make you happy. They add that sense of nature and sensibility that we all live in.
What was your inspiration behind creating Custom Florals and Lifestyle?
The inspiration was to do an art floral book showing the many diverse styles of floral arrangements and to inspire others who are flower conscientious people with an appreciation for art and beauty.
You have a new book that features some of your most unique designs alongside inspiring quotes. What was your favorite part in creating these pieces?
My favorite part in creating the pieces was learning each flower and what I wanted the pieces to look like and finding ways to add different elements to complete my vision. And of course, shooting with my dear friend Marianne Lozano. When you have someone you are creatively wonderful with you can truly create magic. We have an unspoken creative understanding with one another that makes us brilliant collaborators.