It’s been our intent for quite some time to start writing about inspirational people in our community. Our value as a company is to inspire people to live their true self. We believe that confidence is your best accessory and if there is anything that can boost that, you must allow it into your life. Whether you are a successful entrepreneur, hold a creative position at a firm, or a stay-at-home mom, your life is yours to make beautiful. To enjoy every moment of it because the decisions you make daily take you there.
We talk to renowned Chicago floral designer and mother of two, Yazgul Hojaniyazova, about her childhood, her creative journey into the world of flowers and entrepreneurship. Her work is known to exude beauty and positive energies to anyone who has ever received one of her bouquets as a gift, and that is her exact goal in life - to share beauty and see people smiling.
TELL US ABOUT YOUR CHILDHOOD, WHAT WAS YOUR UPBRINGING LIKE?
I am the youngest of 3 children. I have two brothers who are twins and 14 years older than me. I was always the baby in our family, loved and protected by all. My mother was always very present, she enjoyed dressing me up and made sure I always had everything I needed. My father is a very intelligent man - He is well read and would often take us to museums, exhibitions, and teach us about cultures.
HOW WOULD YOU DESCRIBE YOURSELF?
I see myself as a creative and open minded person. I enjoy learning new things, meeting new people and sharing beauty with the world. At the same time, I can be quite emotional - I genuinely care about people and want to be known as someone who brings joy and happiness to this world, that’s why I work with flowers, because they do just that.
WHAT BROUGHT YOU TO WORKING WITH FLOWERS?
It was very spontaneous. After my youngest son was born, I was staying at home with him and was looking for something to do so I started putting together flower bouquets, as a hobby and meditation technique. Then around the same time, my friend was getting married and she asked me to create a wedding bouquet for her (knowing I enjoyed doing it). Also, when I attended events and parties, I would make flower bouquets for my friends as gifts and slowly but surely people loved what I was doing and started requesting custom bouquets.
HOW DID YOU LEARN TO CREATE SUCH BEAUTIFUL FLOWER BOUQUETS?
I am fully self-taught; drawing inspiration from magazines, books, YouTube, intuition, and different websites.
WHAT IS BEAUTY TO YOU?
Beauty to me is when something is soothing to the eye. It is in the aesthetics, in balance, harmony, and elegance. I believe that beauty has to be everywhere around you if you want to stay inspired and live happily. For me, it is an absolute necessity to live in a beautiful space, to be surrounded by people who are beautiful inside-out. I am very detail oriented and search for balance in everything - “Yin and Yang”.
WHAT ILLUSTRATES GOOD AESTHETICS TO YOU?
Good aesthetics to me is when you don't wear green and orange together :) Everything has to do with harmony; details have to complement each other. It is embodied in everything - The way someone presents themself, the lifestyle they live. It is difficult to describe in words, it’s more something that is felt - An artistic feeling that translates in everyday life. I would compare it to art - There is no right way to see it. It has to be felt.
WHAT PUSHED YOU INTO STARTING YOUR OWN BUSINESS VS. WORKING FOR ANOTHER COMPANY?
I used to work at a flower studio to gain experience and learn the business side of the industry. I loved the studio I worked for but I also wanted to be free to create the bouquets that I wanted - designs that were living in my head vs. doing what I am told. I yearned to be independent, create my own collections, source unique and rare flowers and make things no one else was making. I love the creative process when a client fully trusts me and I can invent something new.
WHERE DO YOU FIND YOUR CREATIVE INSPIRATION?
I am a huge fan of flowers and they alone inspire me. When I see a certain flower, ideas flow on their own and I rush home to create the new bouquet I had just designed in my head. It can happen anywhere really. And ofcourse, inspiration can also come from music, nature, people, fashion, storefronts, books, social media...
DO YOU FOLLOW ANY TRENDS?
I do check in with trends to be in the know of what’s new. I mainly watch what Russian and Korean florists are doing because I admire their style and feel like they are the best in this field. Also trends in fashion, interiors, and architecture are important to be aware of.
HOW DO YOU COME UP WITH THE IDEAS FOR YOUR BOUQUETS?
I like minimalistic style. I try to work more with seasonal flowers and create bouquets that fit the current time period. Also, I always ask my clients who the bouquet is for and customise it in accordance with the personality of the person on the receiving end.
IF NOT FLOWERS, WHAT WOULD YOU BE DOING TODAY?
I love the creative world and so I would more than likely be working in a creative field such as interior design, photography, architecture, or product stylist for photoshoots.
WHAT DO PEOPLE NOT KNOW ABOUT YOU?
I finished music school, studied French, Law, and graduated with a degree in sociology. I am a big tea drinker and chocolate lover - If you are ever looking to buy me a gift, I will always be happy for some tea and a box of sweets :)
WHERE DO YOU SEE YOURSELF IN FIVE YEARS?
That’s a tough one. I don’t generally plan for the future - I like to live in the moment. Life taught me to live in flow - I have everything that I have ever dreamed of and I take each day as it comes. So I do not know where exactly I will be in five years, but I will keep on creating flower art.
HOW DO YOU SEE YOUR STYLE EVOLVING OVER TIME?
I think I have only found my authentic style recently. I have been working for myself for three years now and I’ve experimented a lot. Over time, I found what I can now call my personal style. I know exactly what I like and what I don’t.
HAS THE CURRENT WORLD SITUATION HAVE AN EFFECT ON YOUR BUSINESS? HOW?
My business actually grew during the time of the lockdown. I had more orders then before - Probably because people are now shopping online more than ever.
WHAT ARE YOU CURRENTLY READING?
A novel by an Azerbajani novelist Elchin Safarli “Tell me about the Sea”
WHAT DO YOU FIND TO BE THE BIGGEST REWARD IN YOUR FILED?
When I create floral arrangements, I put a lot of energy and love into it. Therefore, it’s highly rewarding to see when my flower art has brightened someone else’s day. I love seeing people happy, especially when my doing is the reason for it.
WHAT BRINGS YOU UP WHEN YOU FEEL DOWN?
I generally work on myself to bring my mood back up. I believe that you are the only one who understands yourself and can make a difference - It has to come from within. Work, good music, books, love, and new projects are great destructions that can help move away from some troubles.