Issue 1 - Our Floral Journey
KL: To start off, it would be nice to introduce yourselves and maybe share a bit on why both of you wanted to start this journey into floristry together.
SC: We first met in 2009 while we were working part time at Paper Market. We’ve become friends since then. We were doing very different things at that time but we always knew that we wanted to create something together.
IV: Both of us appreciate art and design and wanted to venture into something more meaningful in our career and have something to call our own. Floristry offers a vast field of creative opportunities that we could explore.
We wanted to incorporate our creativity to curate artworks that would inspire people and at the same time educate them. There’s so much more to learn about flowers than just simply putting them together. The thought process behind each creation is endless.
KL: Where did you guys first head to when you thought about learning more regarding flowers and the industry in general?
SC: Many years ago, we went for our first ever floral jamming class as a girls day-out activity. Iver fell in love with the craft and pursued floristry first.
IV: For myself, I went to Seoul for a one week floral crash course — that was where it all began. I was already starting to take interest in floristry before I quit my retail merchandising job. When we decided to take this seriously, Sheau suggested that we should go to London to learn more in depth knowledge about flowers and most importantly, experience the whole floristry culture that we can’t experience back home.
So, we spent months in London and it was one of the most wonderful moments in our life. I felt London’s floral industry had the best (at least to me) way of designing and conveying their design essence.
KL: You mentioned design essence which, of course, is an important factor in floristry. From an aesthetic angle, where do you guys usually draw inspiration from?
SC: My main inspiration is through travel. I like travelling to the countryside on road trips. I don’t drive so I have the privilege of being able to look out of the car window and appreciate the beauty of nature. I like how the wind blows through all the wild flowers in the fields.
IV: Nature is definitely the best inspiration to draw from. But coming in at a close second would be music. I am an idealist — I tend to daydream a lot and get carried away in my thoughts. I love listening to ambient music - it often allows me to come up with new artworks.
Having said that, probably the most crucial factor has to be the flower characteristics itself. There are times when I have zero idea working on a new design. Hence when I visit the flower market, the species of flower that speaks to me the most, and inspires me on the spot, would be the start of the main character — and from there, I will start to look for its accompanying friends.
KL: How about the branding and conceptual style of Ina.Shea? Do you think you guys have a distinct style and is so, what would it be?
SC: We introduce textures, colours, and movement into our arrangement. To achieve this, we tend to lean towards less common or understated flowers. This is when we work closely with our flower suppliers.
IV: I would relate our style as understated with a touch of quirkiness. Both of us are introverts but at the same time, when you get to know us better, we can be fun too.
That said, we create designs to convey different influences and emotions, allowing the arrangements to become a talking point. We want people to connect with our work and understand the ideas behind them.
We knew the direction that we wanted to go for was nothing over the top but yet it should be tastefully curated. Our design is a true reflection of ourselves. Within the brand itself, you can find traces of our character, the essence of us as Iverina and Sheau and not our alter ego.
SC: Ina.Shea as a brand is very much about us wanting to portray ourselves as exceptional and your “always to go to” florist — a florist that you can trust and leave your flowers in good hands, and also always listening to the envisioned design of customers.
KL: What is your perspective of the floral industry in Singapore and the receptiveness towards flowers for those living in Singapore?
IV: I think there’s so much of the floral industry that can be cultivated further. Compared to a few years ago, people are more receptive and appreciative of having the idea of flowers in their home. Spending power is increasing and the lifestyle of slow living is being adopted slowly.
SC: Many people still think flowers are a luxury item. However, for the past few years, many couples plan their weddings according to the floral decoration, thanks to Pinterest and Instagram.
KL: Just a quick diversion away from flowers, do you guys have any hobbies? Do you think these interests affect the way you work and perhaps the way you guys design your arrangements?
IV: I enjoy and appreciate the lifestyle of slow living — yoga, pilates, and sometimes longboarding for the thrill. With a clear and calm mind, it does affect the way I see things and design my arrangements.
SC: I enjoy reading and watching Netflix. I like Monocle and Magazine B. These magazines talk about branding stories and quality products — either from the perspective of practicality or aesthetics and design.
KL: Finally, do you guys have any advice to give to budding florists out there or anyone who wants to start their own business?
IV & SC: Your passion has to be at your utmost priority. But aside from that, there’s a lot of contributing factors involved. Know what you want out of this passion turned business, and work towards the goal despite all odds. There will be a lot of challenges ahead but as long as you stay true to it, and reflect back on why you started this out in the first place, you will feel the sense of motivation again.