There are people in the flower world whose paths are shaped by heritage and carried forward by purpose. Cristina López is one of them. Her journey began long before she ever stepped into a marketing role or designed for international shows. It began in the fields of Cachipay, surrounded by her father's work and passion. Those early years created a foundation she still leans on today. Family shaped her. Creativity opened doors for her. And the industry slowly revealed a place where she could grow, lead, and remain connected to the flowers that first captured her heart.
Today, Cristina stands at an intersection of design and strategy. She is a mother, a florist, and the Marketing Manager at Ball SB, balancing personal passion with professional responsibility. It shows how flowers can guide a life in unexpected directions, how challenges can refine character, and how this industry continues to evolve through people who care about connection, education, and meaningful work. This week’s 10 questions invites us to Cristina’s world, seen through a lens of gratitude, resilience, and an ongoing desire to share beauty with others.
Question 1
For those who don’t know you, who are you and what do you do?
"My name is Cristina López, and I’m a proud mother of two wonderful boys: Juan Ignacio (10) and Nicolás (8). My journey in the flower industry began in 2007, inspired by my father, who used to grow greens and tropical flowers in Cachipay, Colombia. After completing my studies in Industrial Design, I decided to support my father’s business and began commercializing the products we had grown. This experience opened the door to the world of floral design. I later launched my own flower shop and took various floral design courses, which allowed me to start creating arrangements for corporate and social events.
In 2019, I had the opportunity to participate in a photoshoot for Ball SB. An agency hired me as a florist to handle all the styling and flower arrangements. That was the beginning of a great partnership. Since then, I’ve continued supporting Ball in different shows across the U.S., Ecuador, and the Netherlands. In July 2025, I stepped into a new chapter by becoming the Marketing Manager at Ball SB, where I now lead the marketing team. I’m truly excited about this role; it has allowed me to grow professionally while staying connected to what I love most: promoting Ball’s flowers, designing with them, and training others on how to work with these beautiful varieties."
Question 2
What is so special about your job?
"I love my job because it allows me to see the world through flowers. Every place I visit, and every designer I meet, gives me a new perspective on how flowers can tell stories, create emotions, and connect people. What makes my role truly special is that I get to combine marketing with floral design, two passions that perfectly complement each other. Through this blend, I can show the world how to use and combine our flowers, inspire creativity, and help others discover the beauty and versatility of the varieties we develop. It’s meaningful, it’s exciting, and it’s a privilege to share our flowers with people everywhere."
Question 3
Are there any specific challenges or obstacles you’ve faced in your job, and how did you overcome them?
"One of my biggest challenges has always been balancing my travel schedule with being a mother. Even though I’m a very present mom, traveling frequently is hard because I miss my boys so much when I’m away. It’s something I’m constantly learning to manage, making the most of our time together and staying connected with them even when I’m on the road. Another major challenge in my job is the unpredictability of setting up shows. No matter how well we prepare, there are always unexpected situations. One experience I’ll never forget was during SAF in Phoenix in 2023.
We were about to start an installation when we realized that our flowers hadn’t arrived completely, the shipment got lost, and we received only 30% of what we had ordered. We had to improvise on the spot and completely rethink the design. It was stressful, but we worked as a team, adapted quickly, and in the end, the installation turned out beautifully. Looking back, that moment taught me a lot about creativity under pressure, resilience, and trusting the process. It’s one of the challenges I’m most proud of overcoming since I started working with Ball."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"One of the main threats in our industry is the lack of education and communication across the floral chain, which often prevents great products from reaching their full potential. We also face challenges with logistics, costs, and product consistency, which impact quality. What I would like to change is to create stronger collaboration, offer more training, and improve logistics and planning so everyone, from growers to designers to consumers, understands how to use and value our flowers. A more connected and informed floral community would create a healthier, more innovative industry for all of us."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry? Which strategies have you employed to stay competitive?
"Technology, especially e-commerce and digital marketing, has significantly transformed our industry. Consumers and designers now discover products online, expect fast information, and follow trends through social media. For us, this means relying more on data, online trends, and digital communication to guide our decisions. To stay competitive, we’ve strengthened our digital presence, created educational and visual content, used webinars and virtual training, and closely monitored social platforms to understand what people want. Overall, technology has helped us reach more people, promote our flowers more effectively, and make smarter, faster decisions."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"One person who truly inspires me within the floral industry is my father. He introduced me to this world when he started growing greens and tropical flowers in Colombia, and his passion, discipline, and love for plants shaped the way I see this industry today. He taught me to value hard work, to be resilient when challenges come, and to always stay curious and open to learning.
Outside of my family, I’m also inspired by floral designers and creatives who constantly push the boundaries of what can be done with flowers. Their innovation motivates me to keep improving, experimenting, and teaching others how to use our varieties in new ways. These role models remind me why I love what I do: because flowers connect people, tell stories, and let us express creativity in endless ways. "
Question 7
How do you handle stress or difficult moments in your life?
"When I face stress, I stay calm by organizing my priorities and taking things one step at a time. I also take short moments to disconnect and breathe, which helps me reset. Talking to my family grounds me and gives me strength. Over time, I’ve learned to see challenges as opportunities to grow, and this mindset has helped me stay flexible, positive, and resilient."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The best news for me this past year has been accepting my new role as Marketing Manager at Ball SB while still keeping my flower shop as my personal business. It’s a moment that has had a big impact on me both professionally and personally. Taking on this new responsibility has allowed me to grow, learn, and contribute in a bigger way to the industry I love, while also staying connected to my creative roots through my shop. It feels like the perfect balance between leadership and passion."
Question 9
Which is your favorite flower and why?
"My favorite flower is Delphinium Sunshine from Ball. I love this variety because it’s imposing, elegant, and visually flawless. Its deep blue color is absolutely beautiful, soft but striking, and it brings a sense of sophistication to any space. It’s perfect for decorating your home or creating stunning wedding designs and beautiful bouquets. Every time I work with it, it reminds me why I’m so passionate about flowers."
Question 10
What are you doing this weekend??
"This weekend I’m traveling to Cartagena to set up a wedding, which I’m really excited about. I’m taking my kids with me because Monday is a holiday in Colombia, so we’re turning it into a little family getaway. I love being able to combine work with moments like these; it makes the experience even more special."
Cristina’s story is a reminder that the floral industry moves forward because of people who bring heart to their work. Her journey reflects commitment, growth, and a belief in the power of flowers to shape experiences and inspire creativity. As you read her perspective, you also see the importance of community. This industry thrives when we highlight the voices that guide it, whether they come from farms, studios, classrooms, or marketing teams.
If you know someone whose story deserves to be told, a leader whose work inspires you, or an individual who makes a meaningful impact on the floral world, you are welcome to share their name. Send your recommendations to edwin@thursd.com so that more deserving voices can step into this spotlight.
Pictures by Cristina López.
