We caught up with the brilliant and insightful Fay Nourani a few weeks ago and have shared our conversation below.

Fay, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

Thank you so much for having me. I have a passion for beautifying spaces and bringing peace and tranquility to the life of others, while being sustainable and eco-friendly as much as possible. This is the idea behind my business model, and I consider it Event Flouret’s mission. Event Flouret is not a cookie cutter business; every design we make is unique to the couple and the environment surrounding their wedding.

Working from a home studio, we try to use our resources wisely and are grateful for word-of-mouth recommendations and referrals. We love to source the best quality flowers for our couples and take great care in selecting the flowers and coordinating colors. Quality of flowers and color coordination are on the top of our list when it comes to selecting products.

We prefer to buy local and seasonal flowers from the many farms in the Triangle area of North Carolina. We try to order the precise amount for our events and use every bit without wasting any supplies or flowers. For example, we prefer foam-free designs, and transport our flowers to events in reusable glass vases. We like to use elements from the woodlands and meadows around us in our nature-inspired designs.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

I studied interior design at Pratt Institute in Brooklyn, NY, and enjoyed working for an architectural firm as a color specialist, until my life journeys took me to some amazing places around the world, such as Georgetown, Guyana; Haifa, Israel, Bratislava, Slovakia, and then back to the US, where I settled in Carrboro, North Carolina with my family. After years of teaching in private and public schools, I felt the urge to return to my creative pursuits.

As a child I was always fascinated by flowers and nature. I used to walk in our little garden and enjoy the flowers that our gardener cared for so lovingly. After designing flowers for the weddings of several family members, my relatives encouraged me to begin working professionally in event design and that’s how I started Event Flouret and fell in love with flowers all over again.

We design flowers mainly for weddings. Our clients are all so different. Some come to us with many of their own desires and ideas, while others open up to us and allow us to design their event for them. They are mostly very busy with work or studies and want us to take leadership of their event flower decor, which we do with great passion and enthusiasm.

I’m happy to say that Event Flouret is using more sustainable choices. In addition to using eco-friendly materials to design our floral arrangements, and sourcing flowers and foliage locally, we are reducing waste by repurposing and re-using our arrangements. We are a member of the Green Wedding Guild and work with some of the Guild planners to reduce waste and make sustainable wedding practices happen.

My husband has been a great supporter of my work and is always by my side on the day of the wedding, helping me with installations and mechanics. Seeing our clients so happy with our work makes us want to do more and more for them.

Any advice for growing your clientele? What’s been most effective for you?

I think my love for quality work, attention to details, listening to clients and capturing their vision is what helps me get great reviews from my clients. My training and work experience as an interior designer in NYC allowed me to experience and appreciate a taste for high quality design, which I show in my work. Clients hear about us mostly by word-of-mouth either from people in our industry or from previous clients.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

During the pandemic, I had more time to think about my brand and what direction I’d like to take. Several of the floral design educators were offering free video demonstrations from their homes and I loved watching them and growing my skills with them. A few of them resonated with me more than others, such as Amy from the Floral Coach, Susan Davis from the Fresh Designs Florist and Kiana Underwood from Tulipina. I realized that what attracted me most to the work of these designers and educators, was the fact that their styles were nature-inspired, and they liked foraging and using elements from the nature around them just like I did. This realization and the fact that I was becoming more environmentally aware, led me to join the Green Wedding Guild and cooperate with a few of their event planners. I’m very happy to have found all these people and found what I am interested in most. Today my clients come to me because they’re also environmentally conscious and enjoy my green designs, or they are drawn to my work and like the designs they see on my social media pages.

I enjoy the freedom that most of my clients allow me to have in designing their dream bouquets and weddings.

Contact Info:

• Instagram: https://www.Instagram.com/eventflouret
• Email: eventflouret@gmail.com
• Facebook: https://www.facebook.com/eventflouret

Image Credits
Three Region Photography, Timmester Photography Weddings, Stephen Thrift Photography, Laura Memory Photography, Karena Schroeder Photography, Alicia Hite Photography