Stylishly floral

• • Zheni is a self-taught flower designer
• • After working as a fashion stylist for years, she opened her own flower shop in 2015
• • She creates flower arrangements with an eye for design and a love of nature

If you get up early enough in Sofia, you might catch her at dawn carefully selecting fresh plants at the flower market. Zheni Kovacheva has been following this ritual ever since she left her job as a stylist for fashion magazines and TV shows to fulfill a dream close to her heart: to have her own flower shop. NEA opened in 2015 and since then Zheni has devoted herself entirely to creating bouquets, flower arrangements and floral installations. Inspired by the alchemy of nature, she works on a wide range of projects, from intimately delicate to ambitiously grandiose. Being a self-taught flower designer, Zheni developed her business fuelled mostly by passion and dedication. She attended workshops and courses to learn the basics of floristry. NEA represents her aspirations to create a space for the transformative power of plants, the meditative process of arranging them and the instant joy they bring to people.