We recently connected with Arthur Williams IMF EMC AIFD and have shared our conversation below.
Arthur, thanks for joining us, excited to have you contributing your stories and insights. Learning the craft is often a unique journey from every creative – we’d love to hear about your journey and if knowing what you know now, you would have done anything differently to speed up the learning process.
How Did You Learn to Do What You Do?
My journey as a floral designer has been shaped by a blend of personal exploration, formal education, and global influences. I began with a foundation in gardening, sculpture, and photography, which naturally led me to floral design as a living art form. Over the years, I have drawn inspiration from diverse sources such as Ikebana, architecture, and tribal cultures, always striving to push the boundaries of what floral art can be.
Key to my professional growth were the educational communities and certifications I pursued. Becoming a member of the American Institute of Floral Designers (AIFD) and earning the European Master Certification (EMC) were transformative experiences. These programs not only provided technical mastery and exposure to new styles but also connected me with a network of mentors and peers who challenged and inspired me to refine my artistry.
What Could You Have Done to Speed Up Your Learning Process?
Looking back, I realize that actively seeking out mentorship and structured educational opportunities earlier could have accelerated my development. The AIFD and EMC programs, for example, offer rigorous, hands-on learning and critical feedback that fast-track both technical and creative skills. Engaging sooner with these communities-where sharing, critique, and collaboration are central-would have helped me avoid some of the trial-and-error phases and provided clearer direction in my artistic evolution.
Most Essential Skills
The most essential skills in my journey have been:
• Technical Mastery: Understanding the mechanics of floral design-structure, balance, color, and proportion-is foundational. Programs like AIFD and EMC emphasize these principles through both coursework and practical evaluations.
• Creativity and Innovation: The ability to see flowers as more than products, to use them as expressive materials in art, is crucial. Both AIFD and the European Master Certification encourage designers to explore new forms, materials, and concepts, fostering creative risk-taking.
• Adaptability and Problem-Solving: Working with organic, impermanent materials demands flexibility. Each project brings unique challenges, from sourcing to installation, requiring quick thinking and adaptability.
• Collaboration and Communication: Floral design is rarely solitary. The ability to collaborate with clients, colleagues, and mentors-and to communicate your vision effectively-is vital. The AIFD, in particular, stresses community, mentorship, and ongoing dialogue.
Obstacles to Learning More
Several obstacles have stood in the way of deeper learning:
• Access to Advanced Education: High-level programs like AIFD, EMC, and the International Master Florist Certification are selective and require significant investment of time and resources.
• Industry Perceptions: The tendency to view floristry as mere decoration rather than art can limit both opportunities and creative freedom. Overcoming this requires persistent advocacy and demonstration of the artistic potential of floral design.
• Transience of the Medium: Working with living materials means that every piece is impermanent, and not every lesson can be preserved or revisited. This impermanence, while beautiful, can make it harder to document and reflect on progress.
• Balancing Business and Art: The demands of running a business-especially in a retail context-can sometimes conflict with the desire to innovate or take creative risks.
The Value of Professional Certification
Programs like the American Institute of Floral Designers, European Master Certification, and International Master Florist Certification are not just credentials-they are gateways to deeper learning, broader networks, and higher standards. They provide access to master educators, structured critique, and a community that values both tradition and innovation. Engaging with these organizations has been instrumental in shaping not just my skills, but my entire approach to floral design.
In summary, my learning has been a blend of self-driven exploration and structured professional development, with organizations like AIFD and EMC providing the rigor, mentorship, and community that truly accelerated my growth as an artist and designer
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My name is Arthur Williams IMF, AIFD, EMC, CFD, CPF, and I’m the owner and creative force behind Babylon Floral Design in Denver. My journey into the world of flowers began with a strong foundation in gardening, sculpture, and photography. I entered the floral industry in 1996, and after years of honing my craft, I opened Babylon Floral Design in 2004. The name “Babylon” was inspired by one of my first clients’ high-rise patio gardens and, of course, the legendary Hanging Gardens of Babylon-I wanted to bring lush, opulent beauty to Denver’s urban landscape.
What We Do
At Babylon Floral, we offer a wide range of floral services, including:
• Floral design and installation for special events
• Complete wedding floral decorating services
• Restaurant and residential floral installations and maintenance
• Arrangement delivery throughout Denver
• Funeral and sympathy design
• Special order perennials and annuals
• Container gardening for both interior and exterior spaces, with a focus on urban environments
My work is perhaps best known for its conceptual edge-floral headdresses, installations, and the use of natural tension in design. I treat flowers as living art, considering not just their present beauty but their entire life cycle, from bud to bloom to decline. This approach means every arrangement is unique, alive, and fleeting-meant to be experienced, not possessed.
What Sets Us Apart
I am proud to be one of the first seven people in Colorado to become a Certified Professional Florist, and I hold national and international credentials, including induction into the American Institute of Floral Designers and completion of the European Master Certification and most recently the International Master Florist program headed by Gregor Lersch.. My work often blurs the line between floristry and fine art, as seen during my residency at the Denver Art Museum, where I created site-specific installations and live performances that challenged perceptions of what floral design can be.
We don’t rely on traditional advertising. Instead, we build our reputation through creative collaborations-fashion shows, art books, editorial work, and museum installations. Our arrangements are sold as concepts, with a “talk to us” section where clients share their stories, which we then translate into floral magic.
What I’m Most Proud Of
I’m most proud of the resilience and creativity that have defined Babylon Floral, especially during challenging times. For example, during the 2020 pandemic shutdowns, I ran the business solo for months, ensuring our clients could still connect with loved ones through flowers. That period, which felt like it could be the end, actually became our best year ever.
What I Want You to Know
Babylon Floral is about more than just flowers-it’s about creating experiences and emotions through living art. Whether you need a breathtaking wedding installation, a heartfelt sympathy arrangement, or a conceptual art piece, my team and I are here to bring your vision to life. I want clients and followers to know that every project is a collaboration, and every arrangement is a story waiting to be told.
Thank you for letting me share a bit of my journey and passion with you.
What do you think is the goal or mission that drives your creative journey?
Absolutely, there is a mission that drives my creative journey-and it’s rooted in pushing the boundaries of what floral design can be. My goal is to stretch the public’s perception of floral design, elevating it from a simple product to a true art form. I draw from my background in gardening, sculpture, and photography, and I’m constantly inspired by Ikebana, architecture, tribal cultures, and European myth. My work is all about the tension of opposites: man versus nature, soft opposing harsh, new life sprouting from remnants of the past.
I use botanical materials-fresh flowers, dried branches-and often incorporate people into my work, giving voice and movement to the flowers and creating still-life performances. I want viewers to see floral art as ephemeral, powerful, and narrative, not just decorative. The fleeting nature of flowers forces me to innovate and challenge traditional conceptions, weaving stories and inviting others to continue them in their own minds.
Ultimately, my mission is to create lush, opulent environments that bring beauty and connection to even the driest urban spaces, and to share the healing power and transformative potential of flowers with my community and beyond. My journey is about resilience, collaboration, and never losing sight of the passion that first drew me to this medium. As I often say: the flowers tell me their secrets-I’m just here to help them speak
How did you put together the initial capital you needed to start your business?
When I set out to open Babylon Floral Design in 2004, securing funding wasn’t easy. I approached several banks with my business plan and passion, but was turned down each time-they just didn’t see the potential in a creative venture like mine.
Thankfully, my mom believed in me when others didn’t. She loaned me $40,000, which became the seed money for my dream. With that, I leased a small 300-square-foot storefront on Colfax Avenue and bought the essential equipment and inventory to get started.
Starting small, I focused on building a reputation for creative, personal floral design. Those early challenges taught me resilience and the importance of community support. To this day, that spirit of family and belief in small business is at the heart of Babylon Floral.
Contact Info:
- Website: https://www.babylonfloral.com
- Instagram: Babylonfloraldesign,arthurwilliamsflowerart
- Facebook: Arthur Williams IMF EMC
Image Credits
Photos by Arthur Williams
James Stolzenbach and Josh Olsen