Sometimes, the most extraordinary careers begin where life's hardest moments leave off. For Katya Hutter, flowers were never just a profession. They became a source of healing, artistic expression, and a new way of seeing the world. Today, her work takes her across Europe creating unforgettable floral experiences, yet behind every installation is a designer who believes beauty has the power to transform both spaces and people. In this edition of 10 Questions, Katya shares the experiences, philosophies, and inspirations that continue to shape her remarkable journey.
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Katya Hutter, and I am a floral designer from Amsterdam. My heart belongs to garden-style florals, garden roses, and delicate seasonal flowers with their lovely movement, sweet scent and sensitive beauty. Most of my commercial work consists of an extensive international weddings and events portfolio through Katya Hutter Floral Design, as well as occasional art projects for exhibitions such as the Homo Faber Biennial in Venice and the Table Design Exhibition in London.
Outside of the busy season, I work closely with growers and breeders, and I also teach workshops and private classes.
My team and I have more than a thousand projects under our belts and travel across Europe to create unforgettable floral experiences for clients from all over the world. I am also a long-standing contributor to Thursd and have been writing my own blog since the very beginning of the magazine. I’m so thrilled to be asked to answer your 10 Questions!
I was born in Moscow in the 1980s and moved to Amsterdam when I was about 28 years old. I married a Dutch guy, the love of my life, who is a talented still-life photographer. My journey into flowers began almost at the same time that Thursd started its own journey, just before the pandemic.
I experienced a burnout in 2017-2018, and flowers helped me heal and discover a completely new way of expressing myself. I became obsessed with them. I simply loved being around them. When you are surrounded by flowers, the creative side of your brain awakens and brings you into a state of flow. I dissolve into their divine beauty, and with that wonderful feeling inside me, I somehow took the floral industry by storm. My newly discovered talent and passion for flowers have brought me to some of the most extraordinary places and introduced me to some truly remarkable people."
Question 2
What is so special about your job?
"My work with flowers began after another very exciting career in the fashion, editorial, and advertising worlds. I worked as a fashion stylist, editor, producer and agent of photographers for almost twelve years. When I felt I had accomplished everything I could in that industry, life took an unexpected turn. After a year of burnout and a major life change, I found so much peace among flowers. What I love about working with flowers and what makes my work feel so special is that when I arrange flowers it feels like I am a painter, using a space as my canvas, and flowers as my paint. When I create a centrepiece or a bouquet, I paint with flowers. It unlocks my creativity and artistic sense of beauty. It gives me so much freedom, joy, and an effortless feeling of play.
As a child, I loved playing, drawing, and writing poetry. I was incredibly creative. Working with flowers now gives me that same feeling I had as a child. It's that curiosity, that desire to create something beautiful, to play with colours and textures, and to bring flowers together to create harmony, beauty, and the great love they so generously share with us. I think that's something very very special. Add to that the incredibly complex production, logistics, and management involved in large-scale event design, sometimes dealing with tens of thousands of flowers and dozens of people, and you have one of the most challenging professions on the planet. And once you become addicted to it, there is simply no way back."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"I think the most rewarding, and sometimes the most challenging, part of my work is the human side of it: soft skills, relationships, service, and working with people. With my clients, I naturally form meaningful connections because I bring so much beauty and emotion to their special celebrations. I genuinely want us to have a wonderful time together, to keep our energy high, to share positive vibrations, and to treat each other with kindness and respect. I want the entire process to be just as beautiful as the final result.
Most of my clients are sensitive, warm, and positive people who come to me because my work resonates with them. We enjoy the creative journey together and leave each other with beautiful memories. It feels like exchanging a gift of love, appreciation, and sometimes even friendship. Of course, there are also more challenging relationships, people who carry more negativity, emotional coldness or low energy. Those situations are difficult for me because they don't align with the beautiful ideals I try to uphold in both my work and my life. Over time, I've learned that the best strategy is to do your very best and then let go. Some clients simply aren't the right fit, and that's okay. Something better will always come instead.
I believe that if you stay authentic and keep your inner world psychologically clean and beautiful, good things will come your way. Someone once introduced me to the concept of psychological hygiene, and I think there is definitely something in it. Just as we take care of our physical health and hygiene, we should also take care of our thoughts, our emotions, and the way we speak to ourselves and to others.
With my team and colleagues, I always strive to create a safe, friendly, and respectful working environment where we can create beauty together while genuinely enjoying the process. There have been a few unpleasant situations involving colleagues whose behaviour was toxic and unprofessional. I've learned not to take that personally and to stay away from such individuals, as nothing good comes from those kinds of relationships. Their behaviour is not my responsibility. People consciously, or unconsciously, choose their thoughts, words, and actions, and they are responsible for them. Thankfully, I have only encountered a few such people in my career. These situations are rare, and fortunately, the vast majority of the people I work with are wonderful.
I strongly believe in the teachings of Louise Hay, whose bestselling book You Can Heal Your Life has inspired millions of people. One of her core messages is that words matter. What you repeatedly think and say shapes your future. So I take responsibility for my own thoughts and my own words. During difficult times or challenging situations, the best thing I can do is to love myself, continue doing what I love, and share that love with others."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Once I worked with roses that were treated with a high level of pesticides. Outside of the main event season, I often collaborate with growers and breeders, and these roses came from one of them. They were intended for a campaign. At first, I didn’t question it and continued making my usual bouquets. But later I started to reflect on it and realised it didn’t feel right. It was potentially harmful to my health and to the health of others. It felt like I was handling something toxic without proper protection.
In the future, I want to avoid working with such products and be more careful in selecting my suppliers. I aim to work with growers who are committed to creating cleaner, more responsible products. In this way, I can support their efforts and pass on healthier, more conscious products through the chain to my clients."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"I use social media platforms as my digital gallery and as a way to connect with people and share updates. I am currently in the process of outsourcing this service to professionals so I can focus more on my craft. I also use AI as a language tool and occasionally for visual references, but I never use it for design. My floral work is highly complex, often involving up to 35 different flower varieties in a single event. It is craftsmanship, artisan work made by hand. AI cannot create physical objects or replace the sensitivity of working manually with natural materials.
Our hands are remarkable instruments. They connect our brain with the physical world, and through tools we can create unique, tangible works. Any artisan work made by hand is part of a long human heritage, thousands of years old, and I believe it should be preserved. I am a member of the Homo Faber Guide by The Michelangelo Foundation, which play an important role in supporting artisans worldwide and helping preserve these crafts. In 2024, together with my colleague Cedric Laquieze, I participated in the Homo Faber Biennale in Venice. This year, Cedric will exhibit again, and I will be there to support him. Thanks to modern technology, we were able to meet and collaborate, which led to real-world creative work. In that sense, technology can also be a bridge that connects people and craft."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"One of my role models is Christian Dior, because he created timeless, romantic, and elegant work. He also had a strong love for flowers. I love artists; they have brilliant minds. I am deeply inspired by artists like Botticelli. Just a couple of weeks ago, I saw The Birth of Venus again at the Uffizi Gallery in Florence. It is incredibly inspiring, so perfect, so beautifully made, with extraordinary technique and vision. Seeing it in real life is very powerful. Many people stood in front of it for a long time, not wanting to leave. Art like this, even if it was created 500 years ago, can take you into another world, a place that feels so marvellous and surreal. Within the floral industry, I admire David Austin Jr., whom I know personally, for his passion for roses and for bringing wonderful cut varieties of the iconic English garden roses created by his father to the market.
I had the privilege of meeting Keiji Kunieda, the son of the founder of Wabara Japanese garden roses, on several occasions and collaborating with him on a few projects. A photoshoot with Wabara roses illustrates this interview. The varieties they have developed are exceptionally beautiful and unique. Another inspiring rose breeder whom I personally know is Matthias Meilland, representing the sixth generation of French rose breeders. His family is legendary and have brought some of the finest fragrant roses to the market.
In general, I am deeply inspired by the world of roses, rose growers and breeders. My big dream is to write a book about them, to share the stories of the people behind some of the most beautiful and iconic roses in the world. I should also mention Wouter de Vries, a Dutch entrepreneur and rose aficionado who created Belle Epoque Roses nursery and a beautiful retail space. I have my studio space at his location and truly admire his vision and work. He has introduced me to some of the most beautiful roses in the world, and I am very grateful for our collaboration."
Question 7
How do you handle stress or difficult moments in your life?
"As I already mentioned, most stress for me comes from people who exhibit difficult or unhealthy behaviour. In these cases, I actively work through it by using positive affirmations and by sending love to myself and to the situation of conflict. It is not always easy, as sometimes the mess created can be quite big, so it takes time to clean it up and move forward. I do yoga and Pilates regularly. It helps my body and mind find balance again. Since my work sometimes involves up to 60 hours a week, maintaining a healthy body is essential.
Reading an interesting book, or simply wandering around, walking or shopping, are great stress-release remedies, although shopping can sometimes be dangerous in that sense! I love fashion! Healthy and tasty food, good company, and good music all help create that “all is good in my world” atmosphere. In those moments, I believe it is important to truly love yourself; you really need it in such moments. I am quite structured and resourceful, so my work process is usually smooth, even if it requires 12-15 hours of work a day. I believe that if you plan well and intelligently, you can avoid 90% of problems. Planning, anticipating challenges, communicating clearly, building a strong team for each project, and showing leadership and presence all help reduce stress hormones and increase more positive, healthy ones like endorphins.
Design is essentially about making something according to a plan, so for me, good planning is key to handling stress effectively."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The recent Table Design Exhibition in London at The Savoy was a wonderful experience. The theme was “your favourite artist,” and I chose The Birth of Venus, of course. It was a very meaningful project, and we even created a short documentary film about it. I also wrote a blog about the experience on Thursd.
Receiving the Leading Designer 2026 recognition for this project was the best news last spring. This summer, the most wonderful news is my upcoming holiday with my husband Chris in Greece, on Crete. It was our first holiday destination together 15 years ago, so it is always very special to return there. We will stay in the south of Crete near Triopetra, with its kilometres-long beaches, where we will walk endlessly, snorkel, eat good food, and simply enjoy each other’s company and a good life. It is the best news for sure."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"Garden roses. I just love them, and they love me. The love is definitely mutual I know and understand them, care for them, and love working with them. I love their appearance, movement, fragile beauty, romance, scent, and sensitivity, simply everything about them.
As I mentioned before, my dream is to write a book about roses and people who create and grow them. Sweet peas, Japanese Ranunculus, and spring flowers in general are also my all-time favourites."
Question 10
What are you doing this weekend?
"I have a small order on Saturday. It is my neighbour’s son’s birthday. They live just around the corner, and the father originally discovered my work a few years ago; he asked me to create a bridal bouquet for his beautiful future wife. Since then, they have returned every year for floral arrangements for their family celebrations. On Saturday, their little son is turning three, and I will create some fragrant, garden-style floral arrangements for his and his family’s celebration.
After that, we are invited to my Iranian assistant’s house for dinner. Tara and Mehran are a lovely young couple who moved to the Netherlands from Tehran and are now pursuing successful studies and careers in science and IT. Tara sometimes assists me during the busy season, and it is always a pleasure to work with her. On Sunday, we will pack our suitcases for Greece; can’t wait!"
Katya's story is a reminder that the floral industry is built not only on creativity but also on resilience, craftsmanship, and genuine human connection. Her passion for flowers, respect for the people behind them, and commitment to creating beauty offer an inspiring perspective for anyone working with flowers.
Know someone whose journey deserves to be featured in our 10 Questions series? We'd love to hear your recommendation. Send your suggestions to edwin@thursd.com and help us continue sharing the stories shaping the future of floriculture.
Photography: Avieta Claessens @avietaclaessens and Youri Claessens @youriclaessens_. Floral Design & Styling: Katya Hutter @katyahutterfloraldesign. Roses: Rosaprima, Wabara. Venue: Belle Epoque. All pictures courtesy of Katya Hutter.
