Oana Dumitrache of Florăria Adelle Călărași on vocation, competition and a florist’s legacy

There are people who work with flowers and there are people who seem to have learned, over time, to speak through them. In the case of Oana Dumitrache, the founder Adelle Florist in CalarasiThe flower is not just a beautiful profession, settled between colours, perfumes and delicate gestures. It is a personal language, built in years of work, courses, trials, competitions, emotions and much discipline.

In a city of medium size, where each recommendation weighs a lot and where community confidence is gained step by step, Oana built Adelle through consistency, seriousness and attention to detail. It doesn’t talk about success as a spectacular moment, but as an accumulation of days in the flower shop, of carefully made arrangements, of listened customers, of correctly chosen flowers and of mistakes transformed into lessons.

Her journey shows how much the flower has changed in Romania in recent years. From classic bouquets to emotionally impacted compositions, from daily commands to artistic installations, from intuition to structured concept, floristics has become an industry where talent must be doubled by technique, education and the ability to remain calm when everything changes in seconds.

The interview below is about all this: about when flowers became vocation, about style, team, competition, seasonal pressure, small towns, education and what the legacy of a florist really means.

Conversations with florists who want to grow together

The story of Oana Dumitrache reminds us that florica is not only about talent, but also about patience, education, courage, and the right people around. That’s why we invite you 3 July from 5.30 p.m., “To coffee with the florists” by ProFlorist – a free event dedicated to florists, flower owners and professionals in the flower industry.

We meet for networking, ideas, collaborations and sincere discussions about the real challenges of industry. They’ll be with us wonderful florists, people who think we’re stronger when we see that partnersNot just as competitors.

Coffee’s on us.
; The event takes place in the AFI Cotroceni area, and the exact location is sent by email after registration.
; Sign up here: https: / / proflorist.ro / meetup- floristi /

Interview

1. You have more than 14 years of experience, have studied with international masters and have followed an extensive competition path. If you were to look back, what was the turning point in which you felt that floristics is no longer just a job, but your vocation?

“From the beginning I appreciated beautiful things, and flowers were my language. The turning point was when I realized that through arrangements, not only create objects, but emotions. That’s when I understood that flower is my vocation, not just a job.”

2. How did your visual language develop? Which elements define the “Adelle style”, and how have you refined it over the years?

“My visual language was formed through creativity and participation in several courses and workshops. Every course helped me clarify my style and refine it gradually.”

3. You mentioned in your presentation “the proportion, the harmony of colours and the emotional impact.” Which of these three principles is the foundation of your design and why?

“For me, the proportion, the harmony of colours and the emotional impact are essential. I’m always trying to find the right visual balance and convey an emotion through every arrangement.”

4. What’s your creative ritual when you start a complex arrangement? Do you work more intuitively or do you make a structured concept before?

“When I start a complex arrangement, I prepare a structured concept and draft my idea first. This step helps me to have a clear direction and build composition with confidence.”

5. You have created both refined bouquets and conceptual installations. What changes in you as an artist when you go from “microscope” to “macroscope” (installation)?

“Because I work more bouquets, I’m used to fine details. I have to think about installations on a large scale. I’m basically changing my perspective, but it helps me develop as an artist.”

6. Current floristics requires a lot of new technique and adaptability. Which technique was hardest to learn, and how did it change the way you work?

“The technique that changed my way of working most is the introduction of wire into structures. I love working with wire.”

7. The Adelle Florist is a landmark in Calarași and an award-winning company in Top 100 Romania 2021, 2024 and 2025. What do you think Adelle customers appreciate most – the artistic part, the speed, the quality of the flowers or something?

“Customers appreciate the quality of flowers, the artistic part of the arrangements and the seriousness with which I work.”

8. How did you build the current team? What qualities are you looking for in a florist and what do you think can’t be learned, but must come “from the inside”?

“Right now, my team is made up of two working girls, eager to learn. I like to explain to them everything I’ve acquired in classes and help them grow into their training.”

9. What was the development of the brand in a city of medium size, where the flower market has other dynamics than in Bucharest, Cluj or Timisoara?

“The development of the brand in a city of medium size meant to build everything gradually through quality and consistency. It took serious, good relationships with customers, and a lot of work to gain community confidence. Just because the city is not big, every recommendation mattered enormously.”

10. You participated in the Romanian Floral Cup and won an important prize. What motivated you to enter the competition and what did this experience show you?

“I entered the competition to prove to myself personally that all the courses I attended were not in vain. By winning the place 3 I’ve proven that I can and that my work really works.”

11. What was the biggest technical or emotional challenge in the competition?

“The biggest challenge was at the surprise challenge where we had to use two Horezu ceramic vases without breaking them. Unfortunately, I broke one of the ships. But I quickly found the solution, lacking it with clay (material found in the box of the surprise sample) which basically allowed me to continue the sample. That moment taught me to remain calm and creative even in unforeseen situations.”

12. Many florists say that after a competition they feel professionally transformed. What did you feel changed in your view of floral design?

“As a result of the competition, I gained more confidence in myself and became even more attentive to detail. Experience has made me look at floral design with more certainty and precision.”

13. A premium-level flower shop requires a balance between art and efficiency. What does an ordinary day look like for you, between creativity, management, supply and relationship with customers?

“For the most part, my time is spent in the flower shop, paying attention to details, relationships with customers and not least to supplies. I try to balance creativity with management so that everything works well and customers are satisfied.”

14. What is the most common mistake made by beginners who open a flower shop and how would you advise them to avoid it?

“The most common mistake with beginners is that they do not have enough patience and do not invest in their knowledge. Florica requires time, study and practice. If they invested more in training, it would be much easier for them to develop correctly.”

15. How do you manage seasonal pressure – times you work with massive volume, but customers demand impeccable quality and maximum creativity?

“I manage seasonal pressure through a lot of work and total involvement. I am making sure that I keep the quality of the flowers at the highest level and do my best to make every arrangement creative, even during very busy periods.”

16. Your portfolio shows a very organic relationship with nature. Is there a natural element – a texture, a colour, a branch, a plant – that inspires you constantly and returns to your work?

“I get new ideas all the time when I meet certain natural materials. Sometimes a branch, a texture or a colour inspires me instantly an arrangement and ends up being often found in my work.”

17. You have an elegant way of combining conceptual structures with floral delicacy. Which artistic or architectural fields inspire you?

“I take inspiration from nature, from everyday life and from the needs of every client. Each project starts from something real that ignites my creativity.”

18. How would you describe the evolution of the floral industry in Romania over the last 10 years and where do you position small towns in this evolution?

“We have noticed that people have started to choose arrangements created carefully in detail and to look for something different. More and more want special colour combinations, and unique compositions to represent them.”

19. How do you see the Adelle Florist in the next few years? More towards large events, artistic installations or development of the premium retail area?

“In the coming years, I want to take Floraria Adelle to a level where I can create more and more innovative works, with much greater confidence in my own style. I see a constant evolution, oriented towards creative projects, artistic installations and premium floral experiences, reflecting my professional maturation and the courage to explore new forms and compositions.”

20. Which personal artistic project would you like to pursue when the time and context are right?

“I would like to get involved in several personal projects where I can experience and develop my creativity.”

21. What does a florist’s legacy mean to you? What would you like to leave behind you – in the community, in the flower industry and in people’s hearts?

“To me the legacy of a florist means more than speculous arrangements. It means leaving behind inspiration, education and a healthy attitude towards this profession. I would like my work to contribute to a more united and better prepared community, to a more respected and professional florist industry.
And in the hearts of people I would like to remain the joy they felt when they received an arrangement created with care, passion and attention to detail. That would be my real legacy. “