Determining what to wear to work is never easy, but it can be even more of a challenge when your occupation isn’t the typical desk job. In a bid to shake up our own work wardrobes, we're seeking the advice of some of the best-dressed working women. Next up is Kaiva Kaimins, founder of floristry design studio LoverGirl. As Kaiva works between events, flower markets, private clients and a studio space in East London, we asked her what workwear means to her and which key pieces she relies on for each of the (very) different roles her job demands.
You’re the brains behind floral concept and social media storm LoverGirl [previously My Lady Garden]. How did you kickstart your career and how did it lead to your current position?
I completely fell into floristry by accident! I came to London on a gap year when I was 18, and ended up staying. I was a nanny, spent a summer in Portugal working at a surf hostel, working in bars, everything. My mum had really wanted me to study at university, so to keep her quiet (sorry mum!) I chose a floristry course in London. It was super classical, and didn’t really appeal to me at all in the beginning. The style was so traditional.
I started out right at the bottom as a rookie interning in flower shops by day and working in restaurants by night. I then started freelancing, practicing where I could and developing my own style, eventually starting my own studio back in London in 2020. We focused on weddings and then, bam, COVID hit, and I had to pivot to stay afloat. We started doing weekly flower deliveries, and even had a shop when restrictions were lifted. Five years later, and we have a global brand, flower studio, online store, an in-person flower school and a beautiful community with merchandise launching very soon! I’ve been working in the world of flowers for over 9 years now, and it has totally flown by.
How does what you wear to the office differ from your off-duty and weekend wardrobes?
Honestly, it’s quite similar—lots of layers and textures . The main difference is if I know that I'll be getting messy with flowers and materials or not, so my outfits really depend on the type of work I'm doing. If I'm in the studio doing admin or laptop based work, I still like to look and feel my best and dress more on the "cute" side, whereas if i’m on site, it’ll be more of a sporty vibe, but I'll always have a lip gloss in my bag. To me, getting ready is similar in both dressing and [flower] arranging—colour, layering and texture are key parts in my floral designs but also key to the way I style my outfits.
To me, getting ready is similar in both dressing and [flower] arranging—colour, layering and texture are key parts in my floral designs but also key to the way I style my outfits.
You’ve worked with some of the most influential brands in the industry and have a client roster that boasts the likes of Gucci, Ganni, Dior, Cartier and Selfridges. How do you set about coming up with a concept, and what gets you most excited about working on any project?
I have synesthesia so my approach to all creative projects is super sensory. I think about how ideas make me feel, if colours have a melody or I might think about how the idea feels and tastes etc. I get excited by making mood boards, playlists and painting with watercolours! There's lots of experimenting and most of my ideas come to me while i’m in the water—swimming, in the bath, in the ocean... you name it! I love translating ideas into floral compositions.
What was your first "pinch me" moment or a time you realised something you’d worked on had an impact?
I’m lucky to have had so many pinch me moments, but receiving the call for my first book deal is absolutely up there. I pitched the idea to a few publishers and worked really hard to get the idea to come to life, and it worked!
As a Forbes 30 Under 30 awardee, the global reach of your work has been acknowledged alongside equally major upcoming talent. What advice would you give to young women thinking of setting up and starting their own businesses?
Just go and bloody do it. Just start. Go for it. The world is your oyster, and you are the shucker! Things will fail, but try again. Once you get over the idea that things need to be perfect or will always work from the get go, it gets a bit easier. Failure is part of the process. Your ego might hurt a bit, but keep learning! Stay curious! Learn some more. Surround yourself with people that inspire you. Ask questions, and listen to your gut relentlessly.
What does a typical day look like for you?
It changes every single day! But I like it that way. I lived in Mexico recently and came to London every two months to be on site for big projects, and to teach at our Flower School. While abroad, my day started with a 7am start with clients on upcoming projects, planning launches, digitally designing mock-ups, managing our team in London and focusing on big projects including our re-brand! That was huge, and I needed time to focus clearly and to fix my work/life balance. I love my job, but London was burning me out, a tale as old as time. I’ll be based in Europe from this summer, and back to London for specialist projects. While i’m here in London, i’m working in the studio, on site, making content and getting messy on site visits. If we’re working on a larger scale project, it's likely you'll find me up a ladder somewhere!
As you teach, create and run a business, you have to wear a lot of different hats. How do you stay true to your style whilst meeting the needs of your day-to-day?
I wear anything that makes me feel confident and my best self. As the founder, I have to set the tone of our work environment both with clients, and our team. I pride myself on a really encouraging, positive workplace environment and a fun, creative approach with clients so I need to feel my best, and this is often through what I'm wearing.
I pride myself on a really encouraging, positive workplace environment and a fun, creative approach with clients, so I need to feel my best, and this is often through what I'm wearing.
Who are your career and creative role models, and how have they influenced the way you grew LoverGirl?
I am really inspired by other entrepreneurs like Eshita Kabra-Davies of By Rotation and Estee Lalonde of Mirror Water. I love how authentic they are, and how honest they are with their community, it's something I strive to be. I truly believe authenticity and community is how you grow, and I'm really inspired by these two women in business in particular.
Who are your style icons, and how have they influenced the way you dress?
My inner child is my style icon. Some days when I have no clue what I’m in the mood for, I meditate and channel her energy. She truly loved to layer, wear anything fun and always was confident. I always get the most compliments on my outfits on those days!
How has your style evolved from when you first started out?
I am so glad I've developed a sense of style over the last decade, at one point I was so lost all I wore was my ex-boyfriends Carhartt T-shirts, and baggy jeans. I think that was both a comfort at the time, and also a deep insecurity thing. Now I love to play around, and wear things that feel good and excite me. There's no right or “wrong” way to dress, and once I started to play around, I started to love experimenting with fashion.
What’s your favourite go-to outfit, and how does it make you feel?
Probably a cute skirt, shirt and jumper, and a cap and loafers. A little bit preppy, a little bit sporty and always comfy. I am also obsessed with wearing men's jeans (specifically oversized STUSSY ones), with a comfy jumper and trainers. Or a thrifted striped shirt. I have far too many of those, they're a guilty pleasure! They make me feel really confident but refined. I’ll always have a touch of pearl on too whether it's a necklace, or earrings etc. It's my little ode to the ocean, my happy place.
What is on your vision board for 2024?
Romance, sunsets and sunrises, ocean swims, cooking, hi-fi speakers blasting Sade, starting my second business, writing my second book, experimenting with new ways of floral design, launching new products, cooking with friends, belly laughter, finding a place to call home in Portugal and finding glimmers in each day.
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