Today we’d like to introduce you to Alice Di Stefano.
Hi Alice, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
If you had asked me a few years ago what I wanted to do with my life, I probably wouldn’t have said “floral designer.” Looking back, though, all the different parts of my career somehow make sense.
I spent more than ten years in the events industry, working for creative and communication agencies in Milan. I started from entry-level positions and, over the years, grew into the role of Head of Events, Client & Content Director. It was a fast-paced world that taught me how to turn ideas into real experiences, work closely with clients, and manage both the creative and strategic sides of a project.
At the same time, I discovered that I loved teaching. I started working as a lecturer in social media, digital communication, and artificial intelligence, helping people develop practical skills and feel more confident with technology. Teaching is still a big part of my life, and it has shaped the way I communicate and think about creativity.
But after years of working mainly with ideas and concepts, I felt the need to create something I could actually touch. I wanted to work with materials, with space, and with nature. That’s what led me to botanical design.
I didn’t just decide to change careers overnight. I went back to studying, spent countless hours experimenting with botanical materials, and slowly began building a new creative language. It wasn’t about learning how to arrange flowers. It was about understanding how natural elements could completely change the feeling of a space.
Today, I design botanical installations, editorial projects, and immersive experiences where plants and natural materials become part of a story. I’m interested in the relationship between nature, design, and emotion. Before choosing a flower or a branch, I always ask myself the same question: How do I want people to feel when they enter this space?
I think my background has given me a slightly different perspective. I don’t approach a project by asking, “What flowers should I use?” I start with the concept, the atmosphere, and the emotion I want to create. The botanical materials come afterwards.
I’m still at the beginning of this chapter, and that’s probably what excites me the most. I don’t feel like I’ve arrived anywhere yet. I’m still learning, experimenting, and discovering new ways to use nature as a creative language. I hope I never stop being curious.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all, and honestly, I think that’s a very natural part of any big change. Whenever we choose a new path, there are always moments of uncertainty, fear, and doubts about whether we are making the right decision.
For me, the hardest part was finding the courage to change direction after many years in the events and communication industry. I had built a solid career, reached a leadership position, and created a sense of stability for myself, but deep down I felt that something was missing. I was looking for a way to reconnect with my creative side and express myself through something more personal.
Starting over in floral design was not easy. It meant going back to studying, learning a completely new language, making mistakes, and accepting that I was a beginner again. After years of experience in my previous career, it was challenging to put myself in a position where I didn’t have all the answers -but it was also incredibly inspiring.
The challenges are still part of the journey. Working in a creative field means constantly searching for new ideas, building opportunities from scratch, and learning how to balance the artistic side with the practical aspects of running a business. I think people often see only the final result, but behind every project there is a lot of research, planning, problem-solving, and dedication.
One of the biggest lessons I’ve learned is that growth comes when we allow ourselves to be open and vulnerable. Every challenge has helped me refine my vision, improve my work, and become more confident in the direction I’ve chosen. Looking back, I don’t see those difficult moments as obstacles anymore, but as important steps that brought me closer to creating a career that truly represents who I am.
Appreciate you sharing that. What else should we know about what you do?
Today, I work as a Creative Director and Floral Designer, creating concepts, installations, and immersive experiences where nature becomes a way to tell stories. My work is a dialogue between botanical design, contemporary aesthetics, and the spaces that surround us.
I’ve never seen flowers as just decorative elements. For me, botanical materials have the power to change the atmosphere of a place, create emotions, and influence the way people experience a space. I’m fascinated by the personality of natural elements – not only flowers, but also branches, foliage, vegetables, dried botanicals, and unexpected organic materials. Each one has its own texture, shape, and story, and I love discovering how they can come together in a composition that feels both natural and intentional.
My background in communication and the events industry strongly influences the way I approach every project. I always start with an idea, a feeling, or a story I want to communicate. Before choosing the materials or defining the aesthetic, I ask myself what I want people to feel and what kind of experience I want to create. For me, every installation needs a meaning behind it: beauty is important, but it should always be connected to an emotion.
One of the things I’m most proud of is having created a path that feels truly mine. In just a few years, I turned a personal passion into a profession and developed my own creative language. I’m not interested in simply following trends; I’m more inspired by creating work that feels timeless, personal, and capable of connecting with people on an emotional level.
I believe the strength of my work comes from seeing floral design as a form of storytelling and creative direction. My goal is to create spaces where nature, art, and design meet; experiences that don’t just look beautiful, but that leave people with a feeling and a memory.
Can you talk to us about how you think about risk?
I’ve never considered myself someone who takes risks just for the sake of it. I’m actually someone who likes to reflect carefully before making important decisions. But over time, I’ve learned that sometimes the biggest risk is staying in a place where you no longer feel fully aligned with yourself.
The biggest risk I’ve taken was leaving a career I had built for more than ten years in the events and communication industry to start a completely new journey in floral and botanical design. I had reached a leadership position, I had experience, and I had built a professional identity that felt secure. Choosing to step away from that stability and invest in something new was challenging and, at times, frightening.
Starting again meant accepting uncertainty, learning from the beginning, and allowing myself to be a beginner in a field where I had so much to discover. But I also knew that not following this path would have left me with a bigger question: what could have happened if I had tried?
There have definitely been moments of doubt. Building a creative career requires patience, resilience, and the ability to trust your vision even when things don’t happen immediately. I’ve learned that taking a risk is not only about making a big change; it’s also about having the courage to stay true to your ideas and create a path that may look different from what others expect.
Today, I see risk as a form of growth. It’s not about making impulsive choices, but about having the courage to invest in yourself and in what you believe in. Looking back, the decisions that once felt the most uncertain are the same ones that have helped me grow the most, both professionally and personally.
Contact Info:
- Instagram: alicedistefano_flower_designer
- Other: flow_flowerstudio
