BRENDA LEE - FOUNDER
Ambrosia, Freesia, Orchid, Zinnia...?
I have to admit upfront – I was never a flower power child. And yet, today, my passion for flowers has become an inseparable part of my life.
My early romance for all things beautiful meant that I valued expression in creative forms. As a fashion design graduate from LaSalle, a leading arts college in Singapore, I thoroughly enjoyed juxtaposing colours, textures and materials.
Scents & Sensibilities
I soon found that floral design allowed me the same visual gratification I received as a fashion designer... if not more. Soon, what had begun as a hobby was carving out a career path.
Inspired by European floral designers, I headed to Holland to learn from the best. I travelled to places where I could experience floral artistry in action, such as Paris, Belgium, San Francisco, New York, St. Louis, St. Diego and Hong Kong.
In 2000, I obtained my Master’s in Floral Designing. And in 2001, I became a member of AIFD (American Institute of Floral Designers).
Flowers transcend boundaries
I knew in my heart my home country of Singapore was a place ripe for floral artistry to bloom. In 1996, my dream took shape – my floral boutique ‘Fiore Dorato’ opened its doors.
Over these past 23 years, I’ve had the privilege of personally creating lavish floral designs for my wonderful clients and their special events. Among them was an event with a prestigious list of 2,000 guests and dignitaries in the grandest of ballrooms.
To me, flowers are integral, not incidental to the creation of a visual and experiential concept. I am determined to change the traditional view that flowers are only additional accessories to one where flowers are rightly recognised for their natural beauty and creative potential. Recently, Fiore Dorato has executed international projects from Indonesia, Shanghai, Japan, New York, Las Vegas, New Orleans and Chennai to Amsterdam, California, London and the USA.
We have been privileged to showcase our floral design expertise across the globe in outstanding events that inspire, thrill and captivate hundreds and sometimes thousands of judges, spectators and enthusiasts. Having garnered First Place in the Northwest Floral & Garden Show Competition, we are currently blazing a floral trail across the United States.
Regardless of where a project hails from, we take pride in conceptualising and delivering the very best of floral design for our discerning clients, wherever they are in the world. I believe that beauty, creativity and emotion transcend the barriers of culture, race and place. Many exciting new international projects are in the pipeline.
I hope you’ll enjoy these pages as much as my team and I have had in making these events a reality. Flowers may not last forever but the impression they create lingers on.