About Flora & Story

Where does the name come from?

Flora is the world of flowers, their beauty, symbolism, and timeless language. It invites discovery across cultures and seasons, each bloom carrying its own meaning and magic. Flora opens the door to play, to learn, and to uncover the stories flowers whisper through color, form, and scent. It is a bucket-list journey into the heart of the floral world, inspiring wonder and connection at every step.

Story is about meaning, memory, and legacy. Every person, every journey, every creation is a Story—an unfolding of emotions, heritage, and dreams expressed through experience.

Together, Flora and Story unite discovery with imagination: guiding participants into the universe of flowers and, through stories, helping them transform emotions and memories into unique expressions they can share.

The Netherlands Edition

Where The Global Floral Story Begins

We chose The Netherlands for the first edition of Flora and Story because there is no better place in the world to begin a floral journey.

As the global epicenter of the flower industry, The Netherlands is a powerhouse of innovation, sustainability, and expertise in floriculture.

This is where:

  • Over 50% of the world’s flowers are traded.

  • Royal Flora Holland, the largest flower auction in the world, operates daily.

  • Generations of Dutch growers have perfected the art and science behind each bloom.

  • Iconic landscapes, from tulip fields to cutting-edge greenhouses, offer a sensory and educational immersion like nowhere else.

The Netherlands also blends rich history with forward-thinking practices, making it the ideal classroom to learn not only the fundamentals of floral design, but also the future of the industry.

Starting here means starting at the root, where the global floral story begins.

The Duo Behind the Dream

The Creative Force Behind Flora and Story

  • Sydney-based Event Visionary

    Nadia Duran is an international, multi-award-winning event planner, designer, and producer. With over 19 years of experience across 40+ countries.

    In July 2024, she was honoured with a namesake “Nadia Duran” spary rose-multi-headed, by VOORN SPARY ROSES in the Netherlands-cementing her floral legacy.

  • Middle East Wedding Powerhouse

    Samar Shawareb is the founder and CEO of Arabia Weddings,a leading online wedding platform, has not only pioneered the digital weeding space for the MENA region, but has also established the brand as a global authority.

    With over 25+ years of events experience, Samar has emerged as a driving force in the wedding industry, frequently speaking at major conferences, acting as a jury member for prestigious industry awards, organizing high-impact events and consulting on destination weddings.

Register Your Interest

Step into a world of flowers, art, and storytelling.
Spaces are limited, and interest is already blooming! Complete the form below to receive more information, ask your questions, and be among the first to secure your place at Flora & Story.