all about alex…

Hey! I’m Alex.

I was born in Carmarthen, Wales, and before moving to Miami in 2024 I lived in Madrid, Spain, for almost 10 years where I started my career in floral design and event production. I credit both of these places for both their impact not only on my career, but also for making me the person I am today. I have always loved being creative, and nature has always been something so special and so important to me. Before my career in flowers began, I enjoyed studying and hold a first-class honors degree in Russian Literature from UCL. Whilst my academic studies were so enriching and so enjoyable for me, I had always wanted to work with my hands in something more creative, and something more in line with me as a person. In February 2020 I enrolled in London Flower School for a course in floral design, and as soon as I walked through the school doors, there was no turning back for me. 

I have been absolutely blessed with an incredible career thus far, and I feel profoundly grateful for everything that life has given me. In 2021, I made history as the first florist in the world to surpass one million followers on TikTok, and I remain as the first and one of the only florists to have built a full-time career as a social media influencer. My goal with flowers online was to always make them more accessible and relatable to a younger, more diverse audience, moving away from traditional, and sometimes inaccessible, approaches to floral design. As such I have always tried to bring a fresher, younger energy to the world of flowers and floristry in order to capture the imagination and inspire a future generation of budding florists.

My influence has landed me major brand campaigns with Disney, Marvel, Amazon Prime, Nintendo, Instax, Warner Bros., Saks Fifth Avenue, and more. As a designer, I’ve been commissioned to create floral installations and events around the world, with past work featured at the Centre Pompidou in Paris, the Ritz in Madrid, Harrods London, Disney Parks, and luxury venues from Lisbon to Los Angeles. I was also commissioned in March 2025 to work for the Welsh Government, a milestone in my career. I have produced events in the US for institutions and brands ranging from the Latin Grammys, to Shein, Formula One, and Crypto. 

In 2024, I released my first book, Flower Academy, which was intended to be a bold and beautiful guide to my own approach in floristry. The book became an instant bestselling new release, topping new release charts and earning praise for its accessible, visually stunning, and inspiring approach to floral design. I have also been featured by the BBC, NPR, El País, Neo2, Thursd, and more.

Outside of floristry, I am deeply rooted in spiritual practice and inner growth. My daily meditation practice continues to ground and guide me through everything I do. To find balance from my work online, I enjoy regularly attending silent retreats to reconnect with stillness and clarity. I move through life with strong faith, a deep trust in the universe and God, and an unshakable belief in the power of manifestation. My creative work may begin with flowers, but my life always blooms from within.

Follow along at @acfloralstudio to see what I do next.