Ever stumbled upon a story, that grabs your attention effortlessly? Farell Legendre's story through his answers to the 10 questions on Thursd this week is one of a kind.
Right away you will connect with his passion and dedication to the floral industry and his love for floral art. His love for flowers and plants and continuous advocacy for positive and proactive communication and promotion are worth emulating. Great read, enjoy!
Question 1
For those who don’t know you, who are you, and what do you do?
"Hello everyone, my name is Farell Legendre. As a florist working in my shop La Vie Fleurie in the 15th Arrondissement of Paris for nearly thirty years, I have had the honor of being elected President of the French Federation of Floral Artisans, the FFAF, in June 2021. I am 50 years old. After studying accountancy, I decided to redirect my career towards flowers and to become a florist in partnership with my father.
After about ten years, he retired, and I took over the running of the business, which I now manage with a team of two employees and an apprentice. More personally, I share my life with my wife Géraldine. We are the parents of two children, Garance, aged 19, and Aymeric, aged 16."
Question 2
What is so special about your job?
"Having the dual role of florist/company director and president of the federation is particularly exciting because no two days are ever the same. As a florist/company manager, my tasks are varied: purchasing management, merchandising, running the day-to-day business, and artistic direction in response to the wishes of my demanding customers, from ‘simple bouquets’ to large-scale services or outdoor events. Finally, I welcome our customers so that when they visit, they have a unique experience.
As President of the Federation, I am responsible for leading the life of the federation, preparing statutory meetings, leading meetings on strategic projects, and taking part in meetings with our ministries, our partners, and florists whenever a subject concerns them, the Val'hor inter profession, and international bodies such as Florint. I also have a representative role and I have to travel to the 4 corners of France to meet our local representative structures."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"Throughout a career, there are many challenges, both personal and professional. I'm particularly proud of my children, their success, and the values I've passed on to them. Garance is now in higher education and Aymeric is an accomplished rugby player who is taking part in the French championship in his age category. Both of them are combative in the face of adversity, curious, and aren't afraid to roll up their sleeves when they're passionate about a subject.
Professionally, I've been lucky enough to take part in many events, both private and public, but I'm particularly proud to have created a room with my designs at the Floralies Internationales de Sanary. Finally, as president of the federation, we're currently working on drawing up a charter leading to a certification label to highlight the commitments of our craft of floristry in line with the objectives of sustainable development and corporate social responsibility."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"In my opinion, the threats we face are on 2 levels: obscurantism and bad press from the right-thinking media on the one hand, and the lack of uniformity in the messages of the players in the industry from upstream to downstream on the other. In my opinion, it is necessary to have a 360° vision, open and without bias. Unfortunately, I see all too often that certain shortcuts are particularly tenacious.
As far as the second threat I'm discussing is concerned, it's high time we took a much more positive view of our sector. Trees, flowers, and plants are essential and predate our occupation of the planet. Our jobs in the sector tend to make them more nutritious daily and improve our collective future. To conclude, our plant world is full of meaning for everyone, regardless of age, class, or continent—in short, trees, plants, and flowers are life.
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"The advent of digital technology has been a veritable revolution for our sector. Admittedly, it dates back a little, but not being digital natives, it has transformed our ecosystem. In the management of our companies first of all and in the management of our supply chain no longer need to travel to carry out our supplies, in the relationship with our customers too where email and webcams have changed our links and finally in terms of communication where it has transformed us all into hyper communicators.
Digital technology has fastened up many processes, however, and at the end of the post-pandemic period we have rediscovered, not without a certain emotion, the need to have real relationships and physical interaction with each other, and that is still essential - the Real."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My sources of inspiration are many. First of all, history: to understand and enter into a creative process, you need to know where you come from and where you live. Then there's Art: painting, photography, architecture, literature, music... I'm particularly sensitive to that.
Finally, Nature, quite simply. You have to know how to marvel at small, simple things that are almost insignificant, but which are so full of meaning, creativity, and ingenuity. You have to remain curious about everything and be willing to question dogmas or dominant thinking, to free yourself from them, and to share in respect for others in all their forms, living and human.
Like everyone else, I have mentors, but one in particular, my grandfather, had a huge influence on my life, helping me to discover the joys and pleasures of life in the great outdoors in an Alpine setting, in the face of the harshness and austerity of the mountains. Professionally, I admire the floral work carried out by my friends Meilleurs Ouvriers de France (Best Craftsmen in France), irrespective of promotion. Each of their works reveals the excellence, precision, and quintessence of floral art.
I'm thrilled by Daniel Ost's simple or pharaonic decorations and by the Land Art creations of anonymous artists. To conclude, I've been lucky enough to work alongside some extraordinary people, well-known or otherwise, who have patiently passed on to me the values of our noble profession. I will mention just two of them, Mrs. Danièle Hughon, who put her trust in me but unfortunately left too soon, and Mr. Robert Farcy, former President of the federation, with whom our oratorical jousting and our exchanges always sought to advance the cause of florists. Now it's my turn to pass on and share."
Question 7
How do you handle stress or difficult moments in your life?
"People say I'm an eternal optimist... but deep down I'm a great impulsive and my face and attitude very often reflect my mood.
However, I've learned to control myself and the reality is that in a stressful situation, you're very rarely gambling with your life, in the true sense of the word. As part of my hobbies, I'm a diving instructor and I apply the simple principle: Plan the dive & dive the plan. Stress management also consists of anticipating, and having alternative solutions to achieve the goals and objectives set, not necessarily by the simplest or most direct route, and, as indicated earlier, having a 360° vision that considers as many possibilities as possible."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"Two events in 2024:
The Paris 2024 Olympic Games and the Paralympics, because the atmosphere that reigned during this planetary event was timeless. I rediscovered a city steeped in history that particularly showcased its architectural heritage, with happy people, open to each other, available and faultless organization. I regret, however, that for the first time, no bouquets were presented to the athletes during the medal ceremonies.
It also provided a contrast with the political situation that preceded the dissolution and a somewhat anxious climate in the absence of a government. Finally, new personal projects and a move to a new region with a new home sweet home."
Question 9
Which is your favorite flower/plant and why is it good for you?
"My favorite flower, quite simply my Half... She has put up with me for almost twenty-five years, through good times and bad, and is a complete package. More pragmatically, I love simple flowers, so quite simply violets. First of all, it's very small and requires extremely meticulous cultivation and harvesting.
Then it gives off an extremely delicate, evanescent fragrance. Finally, it is offered in bouquets, eaten in confectionery, and used as a base for perfumery. Lastly, it's a very personal memory, as it was the little bouquet my grandfather used to give my grandmother on the way home from the market, this flower is my Madeleine de Proust."
Question 10
What are you doing this weekend?
"It's pretty busy as I'm lucky enough not to be working in the shop this weekend. First of all, I'm going to take the opportunity to go and watch my son play a decisive match this Saturday. Then we're having friends’ round on Saturday evening, so we'll be preparing dinner and the house for them.
Finally, on Sunday I'll be doing some gardening and landscaping, because as I've just told you, my garden is a ‘war zone’ and there's still some minor work to be done inside. In any case, I wish you all a good weekend and a flourishing business."
All pictures courtesy of Farell Legendre.
