Why did you choose artificial flowers ?

Joy : I have always loved flowers. They accompany both the simple and important moments in life, and bring a soul into a home — but they are ephemeral. We wanted to decorate our home in a more lasting way, yet we couldn’t find the level of quality we had in mind. On the market, it’s often very polarized: either the classic image of artificial flowers — plastic, lifeless, without emotion — or very high-end pieces at prices that are hardly accessible. For us, something was missing. A true balance. So we thought, if this quality doesn’t exist, we’ll create it.
We started by designing compositions for ourselves, for our own home. And very quickly, we realized that high-quality artificial flowers offer the same presence and emotion as fresh florals — without the constraints.

Bastien : And naturally, the reflection expanded. We realized that if it worked for our home, it made even more sense for professionals. In a restaurant, a hotel, an office… flowers play a key role in the overall experience. They create a first impression, an emotion, a lasting memory. But fresh florals come with many constraints: maintenance, constant renewal, logistics.
With BLÓM, we offer an alternative that preserves that same aesthetic and emotional impact — without the limitations. A solution that is both durable and flexible, allowing spaces to be styled over time with the same standard of beauty.

How would you describe the world of BLÓM ?

Joy : BLÓM is a world that is both aesthetic and emotional — designed to last.

Bastien : At the same time, there is a strong sense of structure. We think in terms of use, modularity, and service. BLÓM is designed for both private clients and professionals, with the ambition to create a seamless, high-quality, and coherent experience from start to finish.

How do your respective personalities influence the world of BLÓM ?

Joy : I’m highly sensitive to spaces, atmospheres, and the kind of details that don’t reveal themselves at first glance but change everything. I like creating moods, telling a story through a composition, an object, a table. I take my time, I observe a lot… and I create from that feeling. I work very much through intuition and emotion.

Bastien : Where Joy feels and imagines, I organize, structure, and make things tangible. I like things to be clear, coherent, and considered as a whole. What makes it interesting is how these two approaches complement each other. BLÓM lives in that balance between emotion and structure.

Joy : Yes, and that’s what shapes the project. We can have a very creative, very free vision… but it’s always supported by a real level of rigor and a clear framework. And on the other side, structure only makes sense because there’s a strong intention behind it. We never do things just for the sake of it — there’s always a vision.

Joy : Seeing our creations take their place in real spaces — and feeling that they belong there naturally. When a space shifts, becomes warmer, more alive, that’s when it all makes sense.

Bastien : Building something solid, step by step. BLÓM is growing, but we remain deeply attentive to every detail.

What is your vision for the future of BLÓM ?

Bastien : Continuing to structure the brand, building long-term collaborations, and expanding our presence with professionals.

Joy : Bringing our creations into spaces that share our values — in Belgium and across Europe.
BLÓM is a project in constant evolution, yet always driven by the same intention: creating lasting beauty through our collections, our collaborations, and our creations.