Justin Lievano’s journey into floriculture is proof that some of life’s most meaningful careers begin entirely by accident. What started as a desperate job application after graduating with a degree in English unexpectedly opened the door to a profession that would become both a creative outlet and a lifelong passion. Today, as Floral Design Manager at UrbanStems, Justin helps shape the floral experiences of customers across the United States, translating emotions into thoughtfully designed bouquets and plant gifts that connect people during life’s most important moments.
What makes Justin’s story particularly compelling is the balance he strikes between creativity, business strategy, and personal growth. From learning the value of patience in a fast-moving industry to navigating the evolving expectations of e-commerce consumers, he offers a candid perspective on what it takes to succeed in modern floriculture. His passion for design, admiration for innovation, and appreciation for the people who make this industry so unique shine through every answer. In this edition of 10 Questions, Justin shares the lessons that shaped his career, the industry challenges that keep him thinking ahead, and the flowers, people, and everyday moments that continue to inspire him.
Question 1
For those who don’t know you, who are you, and what do you do?
"Hello! I’m Justin Lievano, the Floral Design Manager at UrbanStems. I began my career working in a flower shop in Connecticut. I say this with love for my younger self: I applied to that job out of pure desperation. I had a BA in English, no experience, and was not having any luck. Looking back, I am so grateful for that happy accident, because it unlocked the world of flowers. Nowadays, I design all the bouquets and plant gifts for UrbanStems’ assortment, which rotates 9 times a year. I also lead workshops, design event installations, and pop up on social."
Question 2
What is so special about your job?
"I have two answers here. What makes my work at UrbanStems so rewarding is the scale of our reach. It sounds simple, but one of my favorite parts of being a florist is giving people a beautiful way to express their feelings when words don’t quite do the trick. Because UrbanStems delivers across the continental U.S., we get to help nurture those connections nationwide. More broadly, I love the floral industry because it acts as a magnet for incredibly bold, creative, and fascinating individuals from all walks of life."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"As an Aries, patience has always been my challenge. The moment I realized floral design was a career path, I wanted it for myself immediately. Early on, when colleagues advised me to "be patient," I took it personally, viewing it as resistance to my goals. Looking back, I can see that was a mistake; I simply wasn’t ready yet. Ultimately, wanting the job so intensely is exactly what gave me the dedication to truly master the craft over time."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"International trade relations pose a significant challenge to the floral industry. Because the majority of U.S. floral inventory is imported from South America, tariffs and shifting fuel costs have an outsized impact on floral wholesale pricing. It’s a challenge for all providers, and our solution is to protect our clients. We operate as efficiently as possible and work closely with growers to minimize the impact to the client experience. If we’re dreaming big, I’d love to see more flower farms return to the States, which would reduce the cost and environmental impact of shopping for flowers!"
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 biggest shift in the floral industry, due to digital marketing and e-commerce sales, has been in consumer expectations. Historically, a client would call a florist, describe what they wanted, and the florist would be left to do some interpretive work. There was an understanding between them that the arrangement might vary in appearance.
E-commerce platforms offer a much more straightforward transaction wherein the customer expects to purchase exactly what’s shown in your website images. To maintain consistency and outpace supply chain constraints at UrbanStems, we design our entire product catalog a full year in advance. This extended timeline allows us to secure the specialty stems required for our designs, which ensures smooth fulfillment and a flawless client experience."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"There are many! I’m a massive fan of Hamish Powell, a British Florist of note who has a brilliant, sculptural sense of design. His use of non-traditional materials in his work fascinates me – I feel like I’m learning every time I see his posts on my feed! Similarly, I’d be remiss not to mention Michael Putnam of Rosandich Studios, who has two staple texts on flower color and color theory. I also fiercely admire folks making the industry more sustainable, like Kristen VanDijk, who designs sustainable alternatives to floral foam."
Question 7
How do you handle stress or difficult moments in your life?
"Data shows that people think more clearly and their judgment improves after even a 10-15 minute walk outside. Whenever I’m feeling stuck, I try to find the time for a walk. I may not find the solution, but I’ll give myself the space to begin working on it. I also need hobbies that bring joy outside work. If my only creative exercise is coming from my job, the returns will diminish. I think this is a major step in avoiding creative burnout. Keep many channels filling your well, so to speak!"
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"I’m a huge flower nerd, so the best flower news is always when one of our growers has some new, gorgeous variety to show me. This Valentine’s Day, UrbanStems launched a new garden rose called Peonikiss that’s breathtaking, and still quite rare! Seeing that bloom launch was a major highlight, though watching Kristen Bell completely freak out over the oversized rose on social media is a very close second.
The best non-floral news I’ve gotten this year is that my little brother bought his first home! He works in the world of computers and money; I don’t really know the fine details, but I am so proud of him!"
Question 9
Which is your favorite flower/plant, and why is it good for you?
"My favorite flowers all have a strong fragrance, or grow on vines, or both! In the scent category, I adore hyacinth, which is completely intoxicating in Spring. I especially love vining plants, which represent resilience in my mind, because of how they hold fast to their supports. Specifically, my favorites are Clematis and passionflower, which grow striking blooms on their long tendrils (passionflower, especially. It’s worth a Google!). And in the middle of this Venn diagram is honeysuckle, which is fragrant enough to attract hummingbirds and reminds me of my mom and her garden."
Question 10
What are you doing this weekend?
"This weekend, I hope to steam clean several surfaces in my apartment (which sounds mundane but is going to bring me intense joy). I also hope to go to the flower market this weekend for an upcoming event, and I need to get in touch with my tattoo artist to discuss an upcoming design. With any luck, I’ll also make it to the movies! I have a lot on my watch list at the moment."
Justin’s journey shows how unexpected opportunities can lead to fulfilling careers. His passion for flowers, creativity, and thoughtful perspective on the industry make for an inspiring read. Who should we feature next in our 10 Questions series? Send your recommendations to edwin@thursd.com and help us spotlight more of the people shaping the floral industry.
All pictures courtesy of Justin Lievano.
