Couple launches seasonal flower business in remote Catalan village

Flora et Labora, a new floral design venture, has opened in Beget, Girona. The couple aims to promote seasonal flowers and sustainable practices in their rural community.

A unique floral business has taken root in the isolated village of Beget, nestled in the Ripollès region of Girona. Flora et Labora, founded by Imanol Salvador and Lorea Palacios, specializes in cultivating seasonal flowers and providing bespoke floral designs primarily for weddings. Their venture not only showcases local flora but also emphasizes sustainability and a return to traditional practices.

Despite its remote location, Flora et Labora has gained traction through social media platforms, allowing them to reach potential customers beyond their immediate surroundings. The couple has also begun hosting workshops at their masía to educate participants about sustainable floriculture methods that avoid reliance on mass-produced flowers from distant greenhouses.

“We want to change mindsets,” Salvador explains. “Just as people began questioning the availability of watermelon in January, we aim to encourage consumers to appreciate flowers that are truly in season.” This philosophy underpins their commitment to organic and artisanal practices, which they believe can redefine how people perceive floral arrangements.

This summer marks the second year since Flora et Labora’s inception, and both founders express optimism about their progress. “We operate like any florist but with the distinction that most of our flowers are grown right here on our property,” Salvador notes proudly.

The business model revolves around two main pillars: providing locally sourced wedding flowers and conducting workshops focused on sustainable design techniques. Palacios highlights the importance of using eco-friendly materials instead of petroleum-based products commonly found in traditional floristry. “While it’s easy to work with conventional foam, we prefer alternatives like chicken wire,” she states.

The workshops attract a diverse range of participants—from flower enthusiasts to budding entrepreneurs—who seek a weekend retreat amidst the stunning landscapes of Alta Garrotxa. “Our setting is perfect for those looking to disconnect while learning something new,” Palacios adds.

Flora et Labora’s mission includes rediscovering local blooms such as sunflowers during summer months. “People have become accustomed to tropical varieties from around the globe and often overlook the beauty of native species,” Salvador remarks. Customers who appreciate their ethos often request arrangements that appear natural rather than overly extravagant or synthetic.

One challenge they face is that locally grown flowers tend not to last as long due to the absence of industrial fertilizers or refrigeration methods used by larger suppliers. However, this approach significantly reduces their carbon footprint compared to imported blooms—a critical consideration for environmentally conscious consumers. “The only motorized tool we use is our small tractor; everything else is done manually,” Salvador explains.

Harvesting practices at Flora et Labora are equally mindful; they only pick what is necessary for orders while leaving excess blooms untouched in the fields. This strategy minimizes environmental impact while fostering biodiversity within their agricultural landscape.

The changing climate presents additional challenges; extreme heat waves require adaptability from growers like Salvador and Palacios who must navigate longer periods without rain or cooler temperatures traditionally favorable for flower cultivation.

The idea for Flora et Labora emerged during the pandemic when both founders reevaluated their lives and careers. Previously based in Barcelona—where Salvador worked in environmental management while Palacios was a textile designer—they seized an opportunity when remote work became feasible during lockdowns. They relocated permanently to Beget after realizing their dream of living closer to nature could become a reality.

As one of several new families establishing businesses within this quaint village—home to approximately forty residents—the couple feels optimistic about their future prospects amid growing interest from locals and visitors alike.
“We’re exactly where we want to be,” concludes Salvador, emphasizing his belief that more people will embrace local products as awareness grows regarding sustainability issues.

For those interested in exploring Flora et Labora’s offerings or participating in upcoming workshops, details can be found on their website where they sell floral designs along with plants and ceramics crafted from local materials.