SUCCESS STORY

Neda Afi:
A Visionary in Floral Artistry

By Guillaume Jean Lefebvre

Born and raised in the vibrant city of Tehran, Iran, Neda Afi’s Persian heritage has deeply influenced her creative spirit and artistic journey. From a young age, she was captivated by the world of artistry, finding inspiration in the colors, textures, and forms of nature. Her passion for floral design emerged during her teenage years, when she began experimenting with dried flowers, an experience that planted the seeds for her flourishing career.

At just 17, Neda’s talent and ambition led her to pursue formal training in floral design. She attended a prestigious floral school in Holland at 18, where she mastered the fundamentals and explored innovative techniques. These formative years were enriched by advanced master classes and participation in exhibitions across Iran and the United States. Her dedication to honing her craft allowed her to develop a unique style, blending traditional elements with modern creativity.

Neda’s early professional experiences included designing dried flower arrangements and showcasing her work at floral exhibitions. These opportunities were instrumental in shaping her identity as a floral artist, earning her recognition for her meticulous attention to detail and artistic vision.
Her career is marked by significant milestones that reflect her excellence in the field. One of her proudest achievements was winning the Best in Show Award from Fleurs De Villes in Southern California. Her creation—a mannequin adorned entirely with fresh flowers—captivated audiences and showcased her ability to transform natural materials into extraordinary works of art. She also attended the renowned AIFD National Symposium of Flowers, further solidifying her reputation as an innovator in floral design.
Neda approaches each project with the mindset of an artist, treating every floral arrangement as a unique canvas. She is driven by a desire to avoid repetition, constantly exploring new ideas and techniques to create designs that are both distinctive and memorable. Her dedication to pushing boundaries has earned her accolades and a loyal following.

While her professional accomplishments are impressive, Neda values the balance she has cultivated between her creative career and personal life. Through careful planning and unwavering dedication, she ensures that her passion for floral artistry complements her personal goals and values.
Looking to the future, Neda is determined to push the limits of floral artistry. She plans to experiment with avant-garde techniques, collaborate with other artists, and expand her presence in high-profile exhibitions and bespoke wedding installations. Her goal is to transform spaces into unforgettable experiences, leaving a lasting impression on all who encounter her work.
Neda Afi aspires to be seen as a visionary in the world of floral design—an artist who transforms the natural beauty of flowers into deeply personal and meaningful expressions. Through her innovative and heartfelt creations, she hopes to inspire others and leave a lasting legacy in the art of floral design.

BIOGRAPHY

1. Your journey in floral design began at a very young age. What initially drew you to dried flowers, and how did this shape your unique artistic style?

My love for flowers began at home, inspired by my mother, who crafted stained glass flowers. She nurtured my creativity, teaching me to make different types of flowers and encouraging me to experiment with designs. This foundation led me to start working with dried flowers at age 17, creating unique, luxurious displays customized to clients' home designs and color preferences. These early projects taught me the importance of personalization and creativity, shaping my artistic style into one that merges function and emotional expression.

2. You studied at a prestigious school in the Netherlands and participated in international masterclasses. What cultural or technical elements from these experiences had the most impact on your creations?

Studying at a floral school in Holland and participating in international masterclasses expanded my perspective on design. I learned to integrate the endless variety of fresh flowers and advanced techniques into my work. This global exposure inspired me to elevate floral arrangements into artistic masterpieces, combining Dutch precision with personal creativity. My instructors recognized and nurtured my talent, motivating me to never give up, which deeply influenced my approach to pushing boundaries in floral artistry.

Business featured: @lilyofthevalley_oc Founder : Neda Afi
Photographer: Arezoo Jalali - @arezoojalali_photography
model on Cover: Nika Niksefat - @persian.explorers
MUA: Parvaneh Alami - @summer.makeup.artist
Hair: Bita Afi - @bita.skinid
Black Dress by @lozzeecollection
Bride and Groom: Neda and Reza Ghassemi

3. The floral mannequin you designed for Fleurs De Villes won a prestigious award. How did you conceptualize this piece, and how did it feel to see the public and judges appreciate it?

The floral mannequin was conceptualized to replicate the elegance of an original model in a photograph, using fresh flowers to bring it to life. I meticulously matched every detail, carefully selecting unique flowers to create a visually striking piece. Winning the Best in Show Award from Fleurs De Villes was a proud moment, as it validated the hard work, passion, and creativity I invested in the design. Seeing the public and judges admire my work was incredibly fulfilling.

4. Your approach blends creativity and innovation. How do you ensure that each project remains unique while meeting your clients' expectations, especially for bespoke events like weddings?

Every project begins with a thoughtful process where I align my creative vision with my clients’ needs. I avoid repetition by continually exploring new ideas and techniques, ensuring that each piece is distinctive. For weddings, I take pride in combining high-quality, often rare flowers with innovative design methods to craft arrangements that are not only visually stunning but also deeply personal, reflecting the couple's story and style.

INTERVIEW

8. Floral design is an art form, but it’s also a business. How do you balance creativity with the more practical aspects of running a business, such as marketing, logistics, or finances?

Balancing art and business requires organization and adaptability. I approach practical aspects like marketing, logistics, and finances with clear processes, ensuring that they don’t detract from my creativity. This structure allows me to focus on delivering innovative designs while managing the business side effectively, ensuring both my artistic and professional goals are met.

9. You mentioned wanting to collaborate with other artists in the future. What types of projects or artistic disciplines would you like to explore, and why?

I am excited to collaborate with artists from disciplines such as sculpture, painting, and fashion design. These collaborations can merge different art forms, resulting in multidisciplinary installations that elevate floral design into immersive experiences. Such projects would allow me to push creative boundaries and reach new audiences while creating impactful, memorable art.

10. If you had to summarize your philosophy in one phrase or concept that guides both your art and career, what would it be, and why is it so important to you?

"Transforming natural beauty into living art." This philosophy captures my mission to create arrangements that go beyond aesthetics to evoke emotion and tell stories. It reflects my commitment to innovation, artistry, and crafting deeply personal designs that leave lasting impressions.

5. In a sector where sustainability is becoming essential, what are your initiatives or thoughts on using dried and fresh flowers to create eco-friendly designs?

Using dried flowers allows me to extend the life of floral materials while adding a unique texture to my arrangements. I integrate both dried and fresh flowers to create sustainable designs that reduce waste without compromising beauty. By focusing on high-quality materials and thoughtful compositions, I aim to align my work with eco-friendly principles while delivering artistic and meaningful arrangements.

6. You’ve participated in many international events. What challenges do you face managing a creative business on this scale, and how do you overcome them?

Managing a creative business internationally requires balancing logistics, client expectations, and the artistic process. The challenge lies in maintaining consistency across different projects while pushing creative boundaries. I overcome these hurdles through meticulous planning, clear communication with clients, and a focus on innovation to ensure my designs stand out, no matter the scale.

7. What advice would you give to young floral designers or entrepreneurs looking to break into this competitive industry?

Passion and dedication are key. My advice is to embrace every opportunity for learning, whether through formal education, exhibitions, or hands-on projects. Focus on developing your unique style and remain fearless in experimenting with ideas. Success comes from blending creativity with resilience and staying true to your vision, no matter how competitive the industry may seem