In the vibrant floriculture world, few voices blend passion, purpose, and poise quite like Jena Gizerskiy. As the Sales Manager for North America at Rosaprima, Jena is more than a floral expert—she’s a connector of people, emotions, and stories, with a deep-rooted love for flowers that inspires.
From leading industry initiatives to championing creativity and sustainability, Jena’s journey is one of resilience, authenticity, and unwavering dedication. In this candid 10-question feature, she opens up about her path, challenges, inspirations, and the power flowers have to shape moments and memories.
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Jena Gizerskiy, Sales Manager for North America at Rosaprima, a luxury rose grower in Ecuador. I’ve been in the floral industry for over a decade, building relationships and bringing our iconic blooms to designers and wholesalers across the U.S. and Canada. I serve on the WFFSA board of directors and contribute to industry initiatives like Seed Your Future, That Flower Feeling, and Memorial Day Flowers. I’m a wife, a mom, and a passionate advocate for flowers and pushing our industry forward with creativity and heart."
Question 2
What is so special about your job?
"What makes my job special is the emotional impact flowers have. I’m not just selling flowers—I’m helping people celebrate, grieve, love, and create beauty. Every flower carries a story, and I get to be part of that story from the very beginning. I work closely with clients, help build trends, and represent a farm that leads with passion. It’s also an industry filled with heart, creativity, and resilience, which makes every day inspiring and full of meaning."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"When I first started in the floral industry, I didn’t have a background in flowers – just a deep curiosity, passion for beauty, and willingness to learn. I had to earn my place through hard work and relentless learning. I leaned in, asked questions, built trust, and focused on consistency. Building my knowledge and confidence took time, but showing up consistently made all the difference."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The floral industry faces challenges like climate change, tariffs, and rising transportation costs. These disrupt the supply chain and increase pressure on growers and wholesalers. I believe collaboration, education, and sustainability are key to navigating these threats. We need to continue communicating the value behind flowers and investing in innovation that protects our environment. Our industry is incredibly united and resilient—we adapt, we support one another, and we keep finding creative ways to grow stronger together."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Technology has transformed the way we present and sell flowers. E-commerce and social media have opened new doors for storytelling, branding, and direct engagement. At Rosaprima, we’ve embraced this by strengthening our digital presence and partnering with influencers and designers. I’ve used platforms like Instagram to stay connected, spot trends, and inspire my audience. The shift to digital isn’t just a trend—it’s an essential part of staying competitive, relevant, and connected in today’s floral landscape."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"As far as designing goes, Julia Rose is a massive inspiration to me. Her work pushes creative boundaries— she brings an imaginative, fearless energy to everything she does. I admire how she blends art, fashion, and florals into experiences that are unforgettable. Her style is bold and original, and she’s not afraid to take risks. Watching her work reminds me of how limitless floral design can be when you let creativity lead the way."
Question 7
How do you handle stress or difficult moments in your life?
"I’ve learned that mindset is everything. Practicing mindfulness and gratitude journaling helps me stay present and focused on what truly matters. Even on the hardest days, I try to find small things to be thankful for—it shifts my perspective and helps me stay grounded. I also believe in approaching life with a positive attitude. That doesn’t mean pretending things are perfect, but choosing to see challenges as opportunities to grow and keep moving forward with intention."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"Apart from being asked to be a part of this feature, becoming a Certified Floral Designer (CFD) was a major personal milestone. It validated my dedication to floral artistry and inspired me to continue my journey toward other certifications. It also deepened my connection to the creative side of the industry and reminded me how much there is still to learn. It’s been a beautiful balance to my work in sales, allowing me to show that strategy and creativity can go hand in hand."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"Right now, I’m completely obsessed with Levante Blu Anemones. Its striking black center surrounded by vibrant petals feels both bold and delicate—a perfect balance of drama and elegance. It has this whimsical, almost wild beauty that makes every arrangement feel a little more artistic. I love how it brings texture and personality to designs, and no matter where I see it, it always draws me in. It’s a true statement flower and being part of a farm that grows them makes it even more special—I get to see their beauty from the source."
Question 10
What are you doing this weekend?
"Weekends are for slowing down and reconnecting. I love spending time with my family, especially doing fun activities with my 5-year-old daughter—we’re always finding little adventures together. We love to spend time in the garden, tending to my orchids and soaking in the calm that comes with being around plants. Weekends are my time to recharge, be present, and enjoy life’s simple pleasures. Whether it’s an outing with family or a cozy moment at home, I treasure the balance weekends bring."
All pictures courtesy of Jena Gizerskiy.
