The beauty of sustainable craftsmanship

A vase of flowers might not seem like an environmental issue, but consumers and brands are increasingly rethinking the sustainability of floral displays. The synthetic flower industry is on the rise and expected to be valued at USD 2.5 billion in the United States within the next ten years. According to Kristina Fitzpatrick of Paper & Flowers, sustainability is at the forefront of this shift. 

Kristina launched this paper flower installation business in 2019, now based out of Jersey City, USA, and sources from Cartotecnica Rossi, a legacy Italian brand producing FSC and ISO 14001 certified crepe and tissue paper.

“With Cartotecnica as a partner, we’re getting two big benefits in one – guaranteed high-quality, beautiful paper that makes our creations stand out, and also a material that offers major economic and environmental benefits,” writes Kristina. 

Kristina notes that consumers and brands are pivoting away from organic flower installations. Cut flowers require immense amounts of water and are treated with pesticides, resulting in a large carbon footprint. As consumers are increasingly holding companies more accountable for environmental practices, businesses are seeking partners that uphold these values. 

“There is often so much waste associated with regular brand events and activations, and making small shifts like choosing FSC-certified materials can make a big difference,” Kristina wrote.

Sustainable business choices also have positive impacts on the appearance of floral displays and installations. Cut flowers are less predictable than synthetic flowers in long-term appearance and availability. Kristina’s team studies flora found in the real world such as roses, hydrangeas, and carnations and works hard to recreate them with a level of detail that challenges the belief that paper flowers look less authentic. “Consumers are always shocked by how realistic our blooms look,” Kristina wrote. 

That craftmanship has earned Paper & Flowers major clients including Dior, Valentino, Diptyque, Netflix, the American Dream Mall, the Met Gala, and L’Oreal. This year they created a massive floral display for the Swarovski flagship store in NYC in celebration of their Ariana Grande capsule collection.

Paper & Flowers’ story proves that responsible sourcing and artistic technique can lead to success. As brands try to reduce waste and disposability, Kristina's work can be an inspiration.