Hello, I’m Alex !

From the moment I was born, the flower shop felt like a second home to me. My mom always had us there, and it became a natural part of my life. The house I grew up in was always filled with the most stunning flowers, and they were truly everywhere. My mom was a true flower queen, capable of creating anything out of anything. She was incredibly driven and a strong entrepreneur, running her business with grace and success.

I never imagined becoming a florist growing up, I always knew I would work in a service-driven role, which is exactly what I did throughout most of my young adulthood.

Over time, I found myself spending more time in the shop, curious about the flowers my mom kept in the fridge and where they came from. I became fascinated with floral design but was too intimidated to try it myself. I found joy in working with my community, and it was deeply fulfilling until I had second thoughts about my future and career. I was missing something—a kind of artistic stimulation that I needed to feel truly fulfilled.

I began visiting the shop and experimenting with flowers. What started as a way to pass the time quickly turned into a passion for floral design. Eventually, my mom hired me as her assistant at the Toronto Flower School, and that's when I came up with the idea for Flower Baby. Although I still cherish working with people, floral design became my creative outlet, offering me an escape from the Social Service field.

Looking back, I realize I was always meant to be a florist; I just needed to push myself to embrace my creativity.

Art runs deep in my family—my mother’s father was a graphic artist, and my father’s father was also a creative and could paint as well. Growing up surrounded by creativity, I always found joy in picking up a paintbrush and trying my hand at painting, though it never quite turned into something I was fully satisfied with. Art in many forms was always around me as a child. While painting brought me peace, I struggled to feel truly happy with the results. I remember showing one of my pieces to my grandfather, who was an exceptional artist skilled in both painting and sculpture. He appreciated my work because it was uniquely mine.

When I began designing florals, my mom encouraged me to repeat the same arrangement over and over until I perfected it. One day, she had me repeat the same design about 15 times until I got it just right. Through this practice, we realized something special—my floral designs had developed their own unique style. They were similar to my mom’s, but with a wilder twist. The more I practiced, the more my personal aesthetic began to emerge, and I started to truly hone my own creative vision.

Here we are, 10 years later, and I couldn't be more grateful for what floristry has brought into my life. I've developed my own unique style, with a personal touch in every arrangement I create.