About Estee Flower: The Family Story Behind Our Miami Floral Boutique
The story of Estee Flower begins with family, tradition, and the quiet way flowers can change the feeling of a home.
Today, we are a team of 20 professionals creating floral arrangements and delivering moments of beauty from Palm Beach to Miami. We work with many styles, occasions, spaces, and traditions, but our story began much more simply: with a small Jewish family looking for beautiful flowers for Shabbat.
At the beginning, there was no business plan. There was no large studio, delivery team, or carefully developed collection. There was only a familiar Friday ritual, a love of thoughtful floristry, and the feeling that something important was missing from our new home.
Who Is Behind Estee Flower Boutique?
In 2020, our family moved from Europe to Florida.
Back in Europe, we brought flowers home every Friday. They were part of preparing for Shabbat, just like setting the table, cooking, slowing down, and gradually leaving the noise of the week behind.
Flowers changed the atmosphere without demanding attention. The same rooms suddenly felt calmer and more welcoming. The house did not just look ready for Shabbat; it felt ready. A beautiful arrangement on the table created a small pause between the rush of everyday life and the warmth of the evening ahead.
We were also used to a particular style of floristry. We loved arrangements that felt modern, airy, light, dynamic, and balanced. They could be abundant without looking heavy, and expressive without feeling overwhelming. Each flower had room to be seen, and the finished arrangement looked natural even when a great deal of thought had gone into it.
After moving to Miami, we struggled to find a florist whose style truly felt familiar to us. Flowers were everywhere, but we were looking for something more specific: the balance, movement, softness, and refined simplicity we remembered from Europe.
At first, we were not thinking about opening a flower boutique. We simply wanted beautiful flowers for our own home.
So we began buying a few bunches from a local supplier and arranging them on our kitchen table.
Those first arrangements were not made for a catalog or a customer. We made them for our family. We experimented with shapes, colors, heights, and combinations, moved stems from one vase to another, and tried to recreate the feeling we had been missing.
Slowly, flowers began to take up more space in our lives.
Friends and acquaintances noticed the arrangements and asked us to create something for their homes or celebrations. One bouquet led to another. There were new combinations to try, mistakes to learn from, suppliers to discover, and many long conversations about why one arrangement felt alive while another felt too formal or predictable.
What began at our kitchen table slowly became a professional calling.
Three Years Before Estee Flower Was Born
It took three years of work before Estee Flower Boutique officially came to life.
Those years were important to us because we did not want to build a business based only on enthusiasm. We wanted to understand floristry as a craft and create something people could trust.
I am Zhanna, the founder of Estee Flower. During those years, I dedicated myself to professional training and practice. I traveled to Europe to study floristry and find inspiration, explored different approaches to floral design, and continued developing the light, expressive style that first drew our family to flowers.
Zhanna, the founder of Estee Flower
My husband has been by my side from the very beginning. He supported the idea when all of our work with flowers still happened at our kitchen table, and he continues to help the company today. In the most difficult moments, the entire team and I know we can count on him. That is why Estee Flower is a family business not only in its origins, but also in the way we work: together, with trust and shared responsibility.
I looked for reliable suppliers and learned how different flowers behave after they leave the controlled environment of a floral cooler or photo studio. South Florida has its own climate, pace, long distances, building access requirements, and delivery challenges. An arrangement must not only look beautiful when it leaves the studio. It also needs to arrive fresh and keep its character.
During those years, I created countless arrangements for friends and acquaintances. Each one gave me a chance to practice, listen, observe, and understand what people are really asking for when they order flowers.
Sometimes clients had a very clear picture of the bouquet they wanted. At other times, they only knew the feeling they wanted to express. They might say the bouquet should feel joyful but not too bright, romantic but not too formal, or elegant while still feeling warm. Learning to translate these emotions into color, texture, shape, and movement became an essential part of our work.
At the same time, there was much more to learn beyond floristry itself. A flower business requires organization, responsibility, clear communication, careful purchasing, secure packaging, coordinated delivery, and a team that respects both the flowers and the people receiving them.
The growth was gradual. There was no single day when a small family hobby suddenly became a fully formed company. Estee Flower grew through practice, patience, education, and the belief that the original idea was worth continuing.
From One Family to a Team of 20
Today, Estee Flower Boutique is a team of 20 professionals.
This growth is one of the most meaningful parts of our story. The company began with one family, but over time it grew into a larger professional family that includes assistants, coordinators, drivers, technical specialists, marketing professionals, and others whose work often happens behind the scenes.
Each person brings something different to the team. Some have a particularly sensitive eye for color. Some stay calm when an event installation becomes complicated. Some remember the small preferences of returning clients. Others make sure every arrangement is protected, transported in water, and delivered with care.
When the finished flowers are on the table, floristry may look effortless. But a great deal of work happens before that moment. Flowers must be selected, conditioned, sorted, arranged, photographed, added to the website with accurate descriptions, packed, and delivered. The technical side of the online store also has to run smoothly. Last-minute changes and urgent technical issues sometimes need immediate attention. An event installation may begin early in the morning or continue late into the evening. A driver may need to coordinate with a hotel, security desk, gated community, restaurant, synagogue, or condo reception.
Jewish Holidays Celebrated in the Synagogue
We value this work and the people who do it.
Respect within the team has always been part of our philosophy. We believe care should be present not only in the finished arrangement, but also in the way people communicate, solve problems, share responsibility, and support one another.
The warmth we hope a customer feels when receiving flowers begins inside the company.
Flowers in Our Family: Jewish, European, and American Traditions
For us, flowers have never been only for birthdays and anniversaries.
Flowers are part of family life, hospitality, and Jewish, European, and American traditions. We create arrangements for much more than Jewish holidays. We also create flowers for family celebrations and cultural traditions across many different communities. Flowers can mark the transition into Shabbat, add warmth to a holiday table, welcome guests, or help a synagogue feel ready for an important day.
Our family lived and studied in Europe for many years and now lives and works in the United States. This is why we value both the European focus on form and detail and the openness, scale, and variety of American celebrations. We naturally bring these two experiences together while always respecting the story of each family.
Every Friday, flowers remind us where this journey began.
Shabbat is not simply another occasion on our calendar. It is part of the emotional foundation of Estee Flower. The weekly ritual of choosing flowers, bringing them home, and watching the atmosphere change is what first led us toward floristry.
Flowers are also part of Rosh Hashanah, Sukkot, Passover, Shavuot, and other important moments in the Jewish year. Each holiday has its own character. Some are reflective and hopeful, while others center on gathering, harvest, renewal, learning, or freedom.
flowers for passover
Flowers do not replace the meaning of these traditions. They help prepare the space where families and communities experience these important moments.
Flowers for Rosh Hashanah can make the home feel especially welcoming at the start of the new year. Arrangements for Sukkot can reflect the themes of harvest and gathering while still feeling true to the holiday. A low arrangement on a Passover table leaves room for the Seder plate, books, food, and conversation. In many Jewish communities, flowers and greenery have a strong connection to Shavuot.
Customs differ between families, communities, and synagogues, and we approach them with care and respect.
Our own connection to Jewish tradition helps us understand details that may seem small but often carry deep meaning. A Shabbat delivery should arrive early enough for the family to prepare without stress. In synagogues, we plan the height and placement of each arrangement around the bimah, Torah ark, seating, and guest sightlines. For a Brit Milah, Bar Mitzvah, or Bat Mitzvah, we coordinate the flowers with the family’s chosen palette and the synagogue’s setting, creating a design that feels personal while remaining appropriate for the service.
This understanding comes not only from working with customers, but also from our own experience.
What We Create Today
Our work has naturally expanded since we made those first arrangements at home.
We create bouquets and floral arrangements for birthdays, anniversaries, Shabbat, new mothers, romantic moments, holidays, family visits, and ordinary days when someone simply wants to bring beauty into a home.
Some clients know exactly which flowers or colors they prefer. Others send us a photo from Pinterest and ask us to capture a similar mood. We are happy to work with references while adapting the idea to the season, available flowers, the setting, and the personality of the person receiving it.
We love thoughtful details and sometimes experiment with bows, pearls, golden palm leaves, unusual materials, and unexpected combinations. We never add these elements simply to attract attention. They should feel like a natural part of the arrangement and support its mood.
Our style remains modern and airy, but it is not limited to one formula. A bouquet can be gentle, dramatic, colorful, romantic, understated, or playful. What matters is that it feels balanced and sincere.
We share more about our approach to movement, space, and composition in our article on modern floristry.
You can also explore our broader guide to bouquets, hat boxes, baskets, centerpieces, and other floral designs.
All of these forms are part of our work, but we do not treat them as strict categories. They are simply different ways to design flowers for a particular person, space, or occasion.
Becoming Part of Life’s Important Moments
Over time, we also began designing flowers for events.
We create floral designs for proposals, weddings, baby showers, Brit Milah celebrations, Bar Mitzvahs, Bat Mitzvahs, birthdays, business gatherings, and other meaningful occasions.
Event work carries a special responsibility. The flowers become part of a day that can never be repeated. Even when the celebration is joyful, the planning can be emotional and demanding for the family.
We try to bring a sense of calm to the process.
Sometimes a client wants a fresh, original concept. At other times, a classic and timeless design is the right choice. We are comfortable with both. The design should feel right for the people and the occasion rather than follow a trend simply because it is popular.
We approach every event individually and plan the design around the client’s budget, the size of the space, and the goals for the décor. It may be a small family gathering or a large installation. In either case, quality, thoughtful design, and the atmosphere of the celebration remain important to us. Our team can also travel to other cities when needed.
You can explore part of our portfolio.
Flowers in Everyday Spaces
Not every arrangement is connected to a ceremony or a major celebration.
Flowers can also become part of the regular rhythm of a home, lobby, restaurant, office, salon, hotel, or synagogue. This is why floral subscriptions have become another important part of our work.
For private clients, regular flower delivery keeps the home feeling fresh and cared for without the need to choose a new arrangement each time. For businesses, flowers can soften a reception area, bring life to a lobby, and create a warmer first impression.
We work with condo and hotel lobbies, beauty salons, restaurants, offices, and other commercial spaces. For recurring floral installations, we consider the room’s proportions, lighting, color palette, guest flow, and viewing distance. A quiet space may need a gentle arrangement, while a large lobby may call for more height, movement, or visual presence.
Shabbat flower subscriptions for synagogues are an important part of our work. Each week, we help community spaces create a warm and welcoming Shabbat atmosphere.
Many people may see the arrangement, but its purpose remains simple: to bring warmth, dignity, and beauty to a shared space.
You can also learn more about our subscription service.
The Details People May Not See
The moment the flowers are received matters to us just as much as the moment they are arranged.
Each order is packed securely according to the type of arrangement. We always transport hand-tied bouquets of cut flowers in water-filled aqua packs, so the stems stay hydrated during delivery. Box and basket arrangements are created on special floral foam soaked in water. This helps the flowers arrive fresh and protected. Our drivers make every reasonable effort to hand the flowers to the recipient or coordinate the delivery properly instead of leaving them outside without notice.
Deliveries in South Florida often involve hotel desks, condo security, elevators, gated entrances, offices, restaurants, and reception teams. A successful delivery depends as much on patience and clear communication as it does on navigation.
Every order can include a complimentary card with a personal message. Hand-tied bouquets also come with flower food and care instructions.
Clients can also include a small gift with their flowers: Kosher chocolates, a candle, balloons, a vase, a bag charm, or a Polaroid photo, available as a separate add-on.
A Polaroid photo is one of the most personal add-ons. It can tie the gift to a shared trip, a wedding, an engagement, a family memory, or an ordinary moment that means something only to the people involved. It is a small detail, but it can make the gift feel truly personal.
Speaking the Language That Feels Like Home
Our team communicates in English, Hebrew, Russian, Ukrainian, and Czech.
This matters because ordering flowers often involves emotion. Someone may be planning a surprise, choosing words for a card, sending support from another country, or explaining a family tradition. All of this is easier in the language that feels most natural.
Many of our customers are outside Florida when they place an order. They may be sending flowers to a parent, child, friend, colleague, or loved one in Miami, Hallandale Beach, Hollywood, Aventura, Sunny Isles, Fort Lauderdale, Palm Beach, or another nearby community.
We understand how much trust it takes to ask someone else to represent you from a distance.
Our delivery area covers Palm Beach, Broward County, and Miami-Dade, including Hallandale, Sunny Isles, Aventura, North Miami, Hollywood, Bal Harbour, Fort Lauderdale, Davie, Brickell, Downtown Miami, Coral Gables, Miami Beach, Pembroke Pines, Doral, and nearby areas.
The area we serve is broad, but our approach remains personal.
What Estee Flower Means to Us
Estee Flower Boutique began because our family wanted to feel at home.
We wanted to bring back the beauty, calm, and sense of occasion that flowers had always brought to our Fridays. We wanted arrangements that reflected the style we loved. At first, we created them only for ourselves.
Then other people also wanted our flowers in their homes and trusted us to be part of important moments in their lives.
That is the part of our story we never want to lose.
Although our team has grown and the work has become more complex, we still approach every arrangement with the same care we gave those first flowers on our kitchen table. These flowers will become part of someone’s home. Someone may remember the moment they arrived. They may sit at the center of a holiday table, be carried down the aisle, be given to a new mother, or bring comfort during a difficult week.
We do not always know the full story behind an order, but we know there usually is one.
Our greatest reward is not simply seeing a finished arrangement. It is knowing that the flowers made someone pause, smile, feel remembered, or see a familiar space in a new way.
We are grateful when customers return to us for another Shabbat, birthday, holiday, or new chapter in their family story. Over time, we learn their preferences and remember the occasions they have trusted us to share.
Estee Flower began within one small family and grew into a larger professional family. We treat our team with respect and appreciation, and we try to offer our customers the same honesty, care, and genuine warmth.
Flowers cannot say everything, but they often help people say what matters most.
That is why we continue creating them.
Jerusalem of Gold Hat Box Arrangement
