Geneva Florists Bloom: Generation Z Revives Tradition

Young Entrepreneurs Redefine the Floral Business in Pâquis

In Geneva’s Pâquis district, two young florists are breathing new life into the art of flower arranging, embracing a fresh approach. They’re blending youthful energy with time-honored techniques, captivating customers with their creative vision.

A Blossoming Partnership

The shop, Dana Husmann’s Flower Addict, opened in March 2022 and is already thriving. Husmann, 25, is a seasoned florist with ten years of experience. Her apprentice, Eloïse Pfeiffer, 20, is learning the trade, bringing her perspective to the partnership.

“I can choose the flowers that I like, create according to my style. It is a crazy freedom, but also a lot of work.”

—Dana Husmann

According to a recent study, the floral industry is experiencing a resurgence, with an estimated 15% growth in the past year (Industry Report 2024).

Passing Down the Craft

Husmann is eager to share her knowledge with young people, offering them opportunities in the field. Pfeiffer is the first apprentice, having begun her training after pursuing general studies. They create fresh arrangements and are inspired by the trends on social media.

Their collaborative style transcends the typical hierarchical structure. Pfeiffer handles many bouquets, and Husmann offers guidance, creating a mutual respect within the shop.

A Modern Approach

The pair embraces modern trends, producing custom designs. They are creating innovative floral arrangements, adapting to the evolving tastes of their clientele. They also offer dried flower arrangements.

Together, they are willing to take risks, explore innovative techniques, and embrace the diverse facets of their profession, creating a unique approach to the floral business.