Mission
To teach a transferable craft that elevates taste and technical reliability. We remove noise, keep the line honest, and respect materials.
A studio-school shaped by calm discipline
RightFocus Floristry was founded by designers who believe the most compelling floral work feels inevitable. Our courses compress years of shop and event experience into clear, repeatable methods.
Pedagogy
Short theory bursts. Deliberate practice. Critique that targets composition, palette control, proportion, and negative space.
Sustainability
We advocate foam-free mechanics, seasonal sourcing, and repurposed armatures that lower waste without compromising form.
Timeline
- 2016 — Our founders led event installations across Scandinavia and the Pacific Northwest.
- 2019 — We piloted a critique-driven workshop series that evolved into our cohort format.
- 2022 — RightFocus Floristry opened globally with a certificate track and self-paced modules.
- Today — Thousands of students use our frameworks for bouquets, events, and studio operations.
Team
Elin Marklund — Creative Director
Elin shapes our visual language and critique standards. Her work fuses line discipline with botanical sensitivity.
Thomas Hale — Lead Instructor
Thomas builds the practice regimes. He focuses on structure, proportion, and repeatable mechanics for production reliability.
Sofia Reyes — Sustainability Advisor
Sofia ensures our systems are foam-free and material-efficient, with guidance on seasonal and local sourcing.
Our studio oath
Click below to reveal the three principles that guide every lesson and critique.
Principles
- Line before mass: form emerges from structure.
- Palette restraint: let materials read clearly.
- Space is a material: design with intentional voids.