Turin, Italy: Ultraviolet Florist Shop

Ultraviolet, Turino, is a family business that has been curating beautiful flowers and creative plant designs for three generations. The current owner, Daniela Moro, and her two children, Corinna and Dejan, work together as a team and family.

Dejan Brilli shares that watching the way his mother and grandmother would create influenced his own designs. While his style is unique, there are elements that are a celebration of the ones that they created.

“It’s beautiful to realize that each one of us has a different style, but that we also have similarities when it comes to flower compositions.”

Green has always been a part of his life in some way and he credits his mother’s passion for plants and flowers with the growth of his own, a passion he strives to share with others.

“…she’s always been the foundation of this kind of interaction with plants…”

In the last several years as they’ve grown in popularity, Daniela and her children have become enamored with Kokedama, a Japanese art form where a plant grows from a moss-covered soil ball.

“What we admire is the exchange between us and the plants, carefully picking soil and moss for each Kokedama ball.”

Much like the involved movement of soil and moss in Kokedama, the key to the business’ success is about the exchange. It’s about sharing knowledge and sharing the passion within the family and to their customers.

“We don’t want to keep our experiences for ourselves, we really value sharing.”

This idea is very different from her grandmother’s generation when knowledge was more often guarded.

Daniela says she feels incredibly lucky to be where she is, not only doing what she loves but being able to share it with her family.

“I am very grateful for this job and I’m also thankful that my children, each in their own way, followed this green path.”

For more information, visit the Ultraviolet Shop website. Follow Ultraviolet on Instagram.

This film is by Camilla Fantinati.