Zheni Kovacheva

NEA

Flower designer

©Alex-Orange

©Alex Orange

Stylishly floral

Zheni is a self-taught flower designer
After working as a fashion stylist for years, she opened her own flower shop in 2015
She creates flower arrangements with an eye for design and a love of nature

If you get up early enough in Sofia, you might catch her at dawn carefully selecting fresh plants at the flower market. Zheni Kovacheva has been following this ritual ever since she left her job as a stylist for fashion magazines and TV shows to fulfill a dream close to her heart: to have her own flower shop. NEA opened in 2015 and since then Zheni has devoted herself entirely to creating bouquets, flower arrangements and floral installations. Inspired by the alchemy of nature, she works on a wide range of projects, from intimately delicate to ambitiously grandiose. Being a self-taught flower designer, Zheni developed her business fuelled mostly by passion and dedication. NEA represents her aspirations to create a space for the transformative power of plants, the meditative process of arranging them and the instant joy they bring to people. Today, Zheni focuses on wedding decoration and events, capturing each couple's vision with care and creativity.

Interview

©Alex Orange

©Alex Orange

What is the relation between fashion and flower arrangement?: Flowers never go out of fashion. Similar to the fashion industry, compositions with flowers are unlimited and we could define current styles and trends. But I believe arranging flowers, giving and receiving bouquets awaken much greater positive emotions, which definitely contribute to beautiful and special memories.
Where do you get your inspiration from?: I source inspiration from art, music and fashion in general. And of course, above all, from nature – the wisest and noblest teacher.
What are the best and hardest parts of your profession?: My favourite part is the actual process of creating, in which I seem to be guided by some invisible force. I immerse myself and forget about everything else in that moment. The hardest part can be communication with clients, lengthy clarifications beforehand – not everyone trusts me completely. Arranging flowers for big events is very inspiring and quite stressful at the same time as there is a large amount of work to do the day before, often with sleepless nights.
Do you have a favourite flower to work with?: I would not say there is any flower that I do not like. Every single one is wonderful and amazing in its own right. But if I have to be more specific, I really like orchids, anemones, protea, clematis, ranunculus and many more.

Zheni Kovacheva is an expert artisan: she began her career in 2015