Entrepreneur passionate about the flower and plant market, with a career that began in the floral sector in 2015, Raquel Franzini is the Founder and manager of 'Conexão Floristas', a communication channel dedicated to the flower market. And of 'Clube Conexão Floristas', a collaborative network of floral entrepreneurs, which, through online and in-person meetings, visits and experiences, has the goal of improving professional growth, based on the connections offered with areas throughout the floral sector. Join this interview to learn more about her life and how she is helping the floral industry in Brazil.
Meet the Floral Visionary - Who is Raquel Franzini?
Flowers have a magical way of bringing people together, telling stories, and making moments unforgettable. But behind every stunning bouquet and floral arrangement, there’s a dedicated community of florists working tirelessly to keep the industry thriving.
Today, Raquel, a visionary publicist, florist, and entrepreneur turned her love for communication and flowers into Conexão Floristas—a platform dedicated to educating, connecting, and elevating floral professionals in Brazil. From her first volunteer experience to becoming an advocate for the industry, her journey is as inspiring as the people she has encountered in the way.
Q: Tell us a little about yourself! Give us a look into your journey into the floral world
"My name is Raquel Franzini, and I often say that my life has always been guided by connections – with people, stories and, of course, flowers. I have a degree in advertising, with a master's degree in marketing, and I have always been fascinated by the power of communication. But it was on the path to something new in my professional life that flowers found me.
It all started in 2015 with a volunteer experience at the Instituto Flor Gentil in São Paulo, Brazil, where we delivered floral arrangements to nursing homes. It was there that I witnessed something transformative: the impact that a simple floral arrangement can have on someone's life. I saw smiles spread, memories being rescued and the genuine power that flowers have to create emotion and meaning. This ignited a spark in me – a desire to better understand this universe and start working with something so great.
That's how, almost without realizing it, I started gathering references, information and stories about the sector. That's how Raquel, the floral entrepreneur was born. I trained in courses, workshops, and fairs, since we don't have a degree in the area, at least in Brazil. From the beginning, I felt lost and didn't know where to look for reliable information and professional guidance to be successful in a new professional path. I found many courses to learn floral techniques, but I still couldn't organize my company, I lacked knowledge and again, guidance."
Building a Flowery Community With Heart
How is she building and growing a hearted and passionate community of flower lovers in Brazil? Here's what Raquel had to share:
"Today I try to bring to the channel much of what I missed in terms of information and appreciation of professionals in the market. However, more than that, in the relationships I build with people, I have the proximity and the possibility of helping in many ways.
I'm already in the third company in the area. I started with a company that sold floral gifts in 2016, Amor por Flor Box was born, the gifting gesture, and together with Raquel Empreendedora, I continued working as a communication specialist. In 2017 I moved from São Paulo to Porto Alegre and that's where my entrepreneurial journey really began. In 2019, at the invitation of Shopping Iguatemi, I created The Flower Bar Brasil to meet the demands of dates such as 'Mother's Day'. This experience alone gave me a huge learning experience about florist management and much more."
"In 2015, I decided to create an Instagram account for references apart from the company, and I always shared what I saw. Yes, since 2016, it was called Conexão Floristas. What was just a personal archive became a larger project years later, Conexão Floristas – a space for learning, exchange and recognition for everyone who is part of this incredible chain, and, above all, to value the people who make this magic happen: the florists. The channel established its value and importance during the 2020 pandemic, when I spared no effort to help professionals. I made many connections, promoted professionals, courses, and valuable information, curating the movement and opportunities that opened up at the time.
This year I complete ten years of experience as an entrepreneur in the sector, and today, my mission is to show the world the importance of the work of florists and strengthen this profession in Brazil."
How Conexão Floristas Supports the Flower Industry
Q: What is Conexão Floristas, and how does it support the flower industry?
Raquel:
"Conexão Floristas is a platform for content, inspiration and connections for professionals in the floral sector. In addition to being a space for promotion, it has become a movement to value floral entrepreneurs in Brazil and bring the chain closer together. In addition to being floral artists, we are managers of our own companies and careers. We need to equip ourselves with knowledge that will enable us to be successful in this profession.
That is why, in addition to the channel, we created the Conexão Floristas Club. So that we can put this knowledge into practice, with relationships, bringing professionals closer to mentors who are references in the market, a collaborative community, where we offer practical experiences and everything that makes this professional's journey receive support, together with a professional network that they know they can turn to when needed.
The flower industry plays a huge economic and emotional role, but often the professionals who make this market happen do not always receive the recognition they deserve. We are here to change that."
What we do:
- We share information about market professionals, producers, cooperatives, suppliers, news, events, courses, mentoring, inspirations, trends, techniques and business opportunities in the floral sector, and much more.
- We give visibility to talented florists at different stages of their journey, showcasing their work and their stories.
- We connect the market, bringing together florists, suppliers, and flower lovers.
- We advocate for the appreciation and recognition of the profession, showing that being a florist goes far beyond knowing how to put together an arrangement – it is about art, technique and business strategy.
- We create a community where professionals can exchange experiences and learn from each other.
Rooted in Connection
To know more about her, we asked where the company is based and how she operates. Raquel answered:
"I am currently based in São Paulo, but my company has no borders. Our network spans across Brazil and even internationally, bringing florists together regardless of location. The goal is to create an interconnected industry where knowledge flows freely and professionals support each other."
Many professionals face obstacles, from a lack of formal training to the undervaluation of their work. That’s where she steps in—bridging gaps, providing education, and fostering a strong community of floral entrepreneurs."
Q: How does your company contribute to the Brazilian floral sector?
Raquel:
"The floral market in Brazil has an immense potential, but faces challenges such as a lack of professional training, devaluation of labor, and difficulties in business management. Conexão Floristas seeks to act on these fronts, providing solutions so that florists can grow sustainably.
Some of the ways we help the sector include:
- Clube Conexão Floristas – Through mentoring and experiences, with content on floral techniques, pricing, customer service and marketing, among others, we help florists to improve their knowledge and refine their professionalism, and to see their work as a business.
- Connection between professionals from across the chain – The community brings florists from different parts of the country closer together and with the flower chain, enabling rich exchanges of knowledge and experiences.
- Valuing the profession – We help change the market's mentality, showing that being a florist is much more than a hobby – it is a career that requires study, dedication, and continuous improvement. Where the professional begins to understand his value and position himself more firmly in the market, in his negotiations and sales.
- Talent exposure – Many florists lack visibility in the market. Through the company I help amplify their voices and work, connecting them to customers and opportunities.
The floral industry needs unity and strength, and that is our mission."
Inside Brazil’s Flower Industry - What Everyone Should Know
Brazil has one of the richest and most diverse floriculture in the world, but there is still a lot of ignorance about the reality of the sector. Many people have no idea of the work that goes into each flower that arrives to them, on the part of those who work there, but also on the part of the customer. To this information, Raquel further shares:
"Here we have a market structure for flowers that is concentrated in the Holambra-SP region and surrounding area (two hours from the capital), where there is a concentration of producers, flower auctions (Veiling Holambra), Veiling and Cooperflora cooperatives, associations such as Ibraflor, suppliers of all types, training schools for technical training (florist and landscaper), national events and others, all focused on flowers and plants, an incredible universe that needs to be widely publicized and position our country in the ranking of competitive markets.
What we still have is a small export of species, basically tropical and from the Cerrado, which stand out in the global market due to their exotic beauty and durability. There is also another factor, which is that since the flowers produced here are almost all consumed by the domestic market, we work on many commemorative dates throughout the year, and we have many parties throughout the country. Brazilians really like celebrations, entertaining at home, and this includes having flowers and plants.
On a global level, we want to tell everyone that we are professionals who are passionate about Flowers and plants and their social role, that our industry has grown a lot in recent years, and that in addition to flower cultivation in Brazil, we have many plants. And incredible professionals, some of whom are world-renowned, and we are also moving forward together with an eye on sustainability. In fact, our Clube Conexão Floristas has a Floral Sustainability Group with many practical projects underway."
She would like more people to know that:
- The floriculture production chain involves thousands of professionals, from producers to florists.
- Being a florist requires much more than creativity – it requires technical knowledge, commercial skills and business management.
- The lack of appreciation and adequate pricing is still a challenge. Many florists do not charge correctly for their work, which directly impacts the sustainability of the sector.
The Brazilian market has the potential to become much stronger, and valuing professionals is an essential step towards this.
Q: What is your ultimate goal with Conexão Floristas?
"I want to change the perception of floristry in Brazil. My vision is for florists to be recognized not just as artists but as entrepreneurs and industry leaders. I want to see a professionalized, structured, and thriving floral market where every florist understands their worth and has the tools to succeed.
Flowers have the power to express emotions in a way few things can. I want to continue building a space where florists can grow, get inspired and strengthen themselves. If you are part of the floral industry or want to learn more about it, visit and join this community. Let’s work together to value this profession and make the flower market in Brazil flourish even more!"
You may also read this article in Portuguese. Visit Conexão Floristas Instagram account, website, and TikTok to explore more and join Raquel's adventures.
Photos courtesy of Raquel Franzini.
