Introducing Nicola Fink, a passionate advocate for the floral industry, whose expertise has shaped the floral landscape in Germany for over twenty-five years. As a dedicated member of the Association of German Florists (FDF), Nicola has worked tirelessly behind the scenes, promoting the beauty of flowers and the art of floristry. Her journey, though not rooted in floral design, has been deeply intertwined with the floral world, where she thrives by combining creativity, collaboration, and a profound love for nature.
Nicola participates in the '10 Questions' feature on Thursd, where she shares insights into her career, the challenges and rewards of the floral industry, and her commitment to keeping flowers at the heart of our lives. Join us as we delve into her inspiring story and the lessons she's learned along the way.
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Nicola Fink. I am a flower and plant enthusiast and have been working for the Fachverband Deutscher Floristen (FDF)—translated the Association of German Florists—for over twenty-five years. I am not a florist, but I know the flower business quite well and at FDF I am responsible for media work and floral projects of various kinds. During this time, I have worked with many wonderful people, participated in great flower events, and have always been able to see fantastic flower creations. I love my job and it always inspires me anew."
Question 2
What is so special about your job?
"The people, the flowers, the passion for floristry, and the creative, agile, and artistic nature of this very special industry fascinate me again and again. There is no other product that is emotional, connecting, positive, and inspiring at the same time as flowers and floral designs."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"I am very proud about one campaign: We are now working for the 5th year in the campaign 'Give flowers. Donate hope' #füreinekindheitohnekrebs together with the Hopp Children's Cancer Center Heidelberg' (KiTZ for short). Our members/florists ask their customers for donations of their sold bouquets. The new campaign takes place nationwide from April 28 to May 24, 2025.
In the last four years, around 357,000 euros have been donated to the KiTZ for childhood cancer research through the KiTZ flower campaign in cooperation with the FDF and many committed flower shops. This is great and shows once again that flowers and plants help to overcome distances, convey feelings, do good, and contribute to well-being. So, what we always promote gets a comprehensible reality in this campaign."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Optimism and confidence are important. Consumers must be able to surround themselves with flowers and plants, and their willingness to buy should increase. We need young people who want to realize themselves creatively in our profession and take on the responsibility of starting a business. We need good framework conditions for the politics of entrepreneurs and self-employed people who encourage them to run a business. Flowers and plants are cultural assets that must be preserved and protected."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"We are experiencing a shift in online purchasing and sales. Florists are tactile people and it's great to know exactly where products come from. Many colleagues value shopping at flower wholesale markets because they see their products, and know the suppliers and the wholesale markets are also communication platforms.
But online purchases are also increasing and the providers' online shops and services are becoming more and more differentiated. There is also digital marketing, in which many colleagues, especially younger ones, move very confidently. Young florists reach their customers via Facebook, WhatsApp and Instagram. Flowers fit well with these online platforms."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"The floristry industry has many inspiring minds and designers. In addition, I am often very enthusiastic about the volunteers in our association. There are an incredible number of committed colleagues working in our regional associations and in the specialist committees, who are fully committed to the profession, the industry, and floristry. That impresses me very much. Otherwise, I appreciate people with visions and the ability to think and move things further."
Question 7
How do you handle stress or difficult moments in your life?
"I can switch off best with yoga and ground myself again. That always helps. Otherwise, I like to run, enjoy good music, and go for walks."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"A great story was that at the German Floristry Championship in August last year, we were able to exhibit the bouquets of Germany's best florists in the well-known Gedächtniskirche in the center of Berlin. This was a fantastic setting for the beautiful bouquets under the title Prayer of Reconciliation of Coventry. The audience loved that exhibition."
Question 9
Which is your favorite flower/plant and why is it good for you?
"In nature, I find poppies with their strong red and light flowers particularly enchanting. The Chrysanthemum is close to my heart because our creative team led by our creative director Manfred Hoffmann has been publishing trendy flower collections for many years as a source of inspiration for the industry. These arrangements fit harmoniously into people's current interior and style worlds."
Question 10
What are you doing this weekend?
"IPM Essen 2025 is just behind us, and we performed fantastically in the FDF World. We had international floral designers and Germany's best florists as guests and presented floristic topics in many showrooms. It was a great fair for florists and all creative people. This weekend I will do some yoga to relax and meet up with friends and family.
All pictures courtesy of Nicola Fink.
