The founder of a California-based floral design studio opens up about the mental benefits of a well-crafted arrangement.
In 2016, Jelena Trifunovic tragically lost her mother Luby to pancreatic cancer. In an effort to heal, she turned to an unconventional outlet: flower arranging. “I found comfort in how much flower arranging helped with my grief and anxiety,” she said. “I was surprised to learn about the abundant research about the benefits of flower arranging.”
After delivering numerous arrangements to family and friends, Trifunovic’s circle of loved ones encouraged her to launch Viola Floral, a flower design and teaching studio dedicated to spreading joy through flowers in Santa Monica, California. She hadn’t always dreamed of starting a business — which she officially opened in February 2020 — but tens of thousands of bouquets later, Voila Floral now employs a team of designers and has collaborated with major brands such as Dior, Google, and Porsche.
The company also offers in-person and virtual flower-arranging workshops, which come with wellness perks for participants. Looking at red flowers may positively affect brain functioning, gazing at yellow flowers may reduce stress, and viewing blue and purple flowers may make you feel more relaxed and focused on the environment around you, according to a 2021 study. “We know that giving and receiving flowers reduces stress, so when you give flowers you are actually giving two gifts: one to yourself and one to the recipient,” adds Trifunovic.
With business booming (and blooming), Trifunovic shares how she incorporates flowers into her life — during office hours and outside her workday — plus, how you can, too.
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How did your interest in flowers start?
“As a Serbian native, celebrations and social gatherings are a big part of our culture, and our home was always full of people growing up. No gathering was complete without flowers. My mom and I would arrange flowers together for our family and guests to enjoy. This grew into a passion project for friends and family, and we brought flowers to baby showers, birthdays, or whenever someone needed cheering up. My mom kept up with all the trends, like putting lemons in vases, and I was learning from the best.”
What were you doing before Viola Floral?
“I was a science teacher in East Los Angeles working at low-income schools, and then a professor and [the] Assistant Director of the Center for Math and Science Teaching at Loyola Marymount University. I am still very passionate about education and have incorporated flower-arranging workshops into my business model. Workshops are the perfect marriage for my love of florals and my background in education.”
What was the process of getting into this area of expertise?
“I was self-taught, alongside my mom, and I knew I needed to learn more. Once I decided to launch the business, I completed a course at a local flower school that taught the ins and outs of not just arranging, but running a floral operation. As a former educator, completing this coursework was important to me; it gave me the confidence to finally launch.
“Once I did, we built a team, found a space, and learned how to source the best flowers. Thankfully, my sister-in-law Mala is by my side! She comes from a two-decade career in aerospace and came on board in 2022 to run operations and finance. Mala has been essential in growing the business. As an entrepreneur, having someone with Mala’s expertise (and someone I can completely trust) is a blessing.”
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What was your first big break for Viola Floral?
“Dior reached out in December of 2020 to partner with us on the relaunch of their iconic fragrance Miss Dior through workshops and fresh and dried flower bouquets. I can still vividly remember the phone call when they ordered 12,000 bouquets to be shipped nationwide. I said yes, picked my jaw up off the floor, gathered the team, and got to work.”
Do you have a favorite memory of bonding with your mom over flowers?
“Flowers are woven into the fabric of most of my memories with my mom. For Serbian culture, everything is a celebration, and every celebration requires flowers — and plum brandy. Even when I was little, I used to say, ‘Mama, I’m your little lily of the valley.’ My mom loved sunflowers, so anytime I see a sunflower, I feel like she's sending me a reassuring message. Flowers have been a way for me to honor my mom and stay close with her, despite her passing.”
Do your little ones love flowers, too?
“I have three children, two boys (ages 9 and 12) and a daughter (age 6). My boys participate by cleaning roses on the weekends or on holidays to earn some extra money — they love the money, not the flowers. However, my 6-year-old daughter loves to arrange with me. I bring all of the leftover flowers home on Fridays and she ‘plays florist.’ We are bonding over flowers as she grows, just like I did with my mom.”
What is your favorite flower?
“My favorite flower is lily of the valley. In Serbia, it grows in the wild and it reminds me of my heritage. Until I got into the flower business, I had no idea how expensive and rare lily of the valley is in California. Every year for my birthday, I treat myself with a little bunch and place it next to a photo of my grandma, mom, and [me].”
How do you recommend people embrace flowers in their everyday lives?
“The best way to start incorporating flowers into your daily life is by taking a flower-arranging workshop. If you’ve never arranged flowers before, you might be intimidated by the process, [but] our floral designers put you at ease. Workshops teach flower-arranging fundamentals that jump-start your journey with flowers as a part of your self-care routine. The arrangements you create, and how you care for them, will become a daily reminder to be mindful and also kind to yourself.”
Photos courtesy of Viola Flora