Kristina Fitzpatrick, founder of Paper & Flower. (Credit: Courtesy of Paper & Flower)
She’s Crafting a More Sustainable Approach to Event Design
Kristina Fitzpatrick transforms paper into larger-than-life floral installations for brands like Dior, Netflix and L’Oréal through her studio, Paper & Flowers.
When Kristina Fitzpatrick launched Paper & Flowers in 2019, she set out to prove that event florals could be both beautiful and sustainable. Today, her Jersey City-based studio creates handcrafted paper flowers and oversized installations for major clients, offering an eco-conscious alternative to traditional floral decor. Fitzpatrick shared with us how she built her business, navigates the fast-paced events industry and finds inspiration in her team of working moms.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
Cut flowers require an immense amount of water, create chemical runoff when treated with pesticides, and tend to leave a major carbon footprint in both cultivation and transportation. While many synthetic floral brands come with their own host of waste issues, we do our best to offer a more sustainable solution.
Every prop within our portfolio is handmade by a dedicated team of creatives using paper sourced from FSC-certified (The Forest Stewardship Council) supplier Cartotecnica Rossi and other eco-friendly materials. Our props are not disposed of after each event. Instead, they are repainted, reconstructed or reimagined for future clients.
Tell us about your biggest success so far.
My team has created one-of-a-kind installations for major brands and occasions, including Dior, New York Fashion Week, Diptique and Netflix. Most recently, my team created about 60 oversized flowers (some up to 4 feet wide) and around 300 smaller blooms to make the L’Oreal Luxe annual national sales meeting pop. We had just under two weeks to get everything ready. Set-up took about seven hours, and these gorgeous installations were the stars of the show.
What is your top challenge and how have you addressed it?
Because we work in the world of events, our biggest challenge is getting all client needs met within a very short window of time. We make it happen by keeping open channels of communication within our team and bringing in extra hands when needed. It’s truly a group effort!
What is your biggest tip for other startup entrepreneurs?
Zoom out, instead of getting caught up in the day-to-day. Stressful moments can add up and start to feel overwhelming – sometimes, you need to take a step back and think of the bigger picture in order to move forward and do your best job.
How do you find inspiration on your darkest days?
I’m big on writing things down. When I’m stressed or overwhelmed, I take a moment to sit and get my thoughts down on paper. This helps me regain balance and feel inspired for the next moment.
Who is your most important role model?
My team, which is mainly comprised of working mothers. They are my biggest role models. I am constantly impressed by women who can juggle a family and hard, creative work.
Instagram: @Paper_and_Flowers
TikTok: @Paper_and_Flowers
LinkedIn: PaperandFlowersUSA
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