Margarida Botelho, CEO of Bloom Flores&Eventos - «Elegance is being ourselves, […] feeling what makes sense to us.»

Margarida Botelho is the creative force behind Bloom, one of Portugal’s leading names in the world of flowers and decoration. Guided by a distinctive artistic vision and a background in marketing and communications, she now curates some of the most beautiful events in Portugal and abroad. Each project reflects a commitment to elegance, sophistication, and the quiet beauty that only flowers can convey. In this interview with Villas&Golfe, she speaks about identity, inspiration, and the true meaning of elegance.

Art, in its many forms, has been part of your life since you were young. Tell us about your personal journey that led to the creation of Bloom.
I was born in Braga and studied at the Calouste Gulbenkian School of Music from the age of two. For twelve years, I was immersed in music and the arts, and I believe that experience awakened the sensitivity I now bring to my work with flowers and events. I earned a degree in Business Management and began my professional career in accounting, but that experience lasted only a year. It was not what I wanted. I quickly realized that I needed something that would allow me to reinvent myself every week. I decided to specialize in marketing and later became Communications and Marketing Director at a company, where I worked extensively in event organization. It was then that I understood this was where I truly felt fulfilled. That was the environment I wanted to be in.

«For twelve years, I was immersed in music and the arts, and I believe that experience awakened the sensitivity I now bring to my work with flowers and events.»

How did the Bloom project come about, and how did your relationship with the world of flowers begin?
More than twenty years ago, during a trip to New York, I came across an unusual shop and decided to step inside. It immediately inspired me, as the concept was innovative and out of the ordinary. When I returned to Portugal, I made a decision that changed my path. I left the company where I was working and founded the first Bloom store. At the time, I invited an architect to develop the project, and together we created a space that offered a completely different perspective from anything available in the Portuguese market. It was a fusion of a flower shop and a home décor store, while also incorporating a third dimension, events. In the beginning, it was challenging, as people were not accustomed to a flower shop with such a pioneering approach.

Over the years, Bloom has built a distinctive identity. What truly sets it apart?
From the very beginning, I developed Bloom’s stationery, something that may seem simple today but was truly innovative at the time. No other flower company showed that level of attention to brand identity. Everything was carefully considered down to the smallest detail. We built a brand with its own distinctive character. Twenty years later, I believe what sets Bloom apart is that when customers walk into our store, they are looking for an experience. We do not have pre-made bouquets because every customer is unique. Each bouquet is created specifically for the person who enters the store, shares their story, and tells the team what they are looking for. We sell an experience, not a product. We always work with different flowers. Every year brings new colors and varieties, and that is also part of my role, to innovate. Fortunately, people recognize the Bloom signature when they see one of our creations. They know when it is Bloom.

Which projects have had a particularly meaningful and stimulating impact on you?
I love challenges. I am always thinking about future projects. It is simply part of who I am. I am honored to say that Bloom works with leading national and international brands across various sectors, including Cartier, Hermès, Prada, Veuve Clicquot, Four Seasons, and Six Senses, among others. Every project has been deeply stimulating. I have encountered extraordinary people and spaces and built friendships that will last a lifetime.

«I am honored to say that Bloom works with leading national and international brands across various sectors [...]»

Flowers also convey messages. Which flowers do you associate with elegance, sophistication, and luxury?
When I enter a space adorned with natural flowers, that care immediately conveys warmth and sensitivity. There is attention to detail and a clear intention to create well-being. When I think of sophistication, elegance, and luxury, I think of peonies. They occupy space with delicacy. For me, that is luxury.

Flowers are often associated with delicacy and femininity. Where do you find your main source of inspiration?
In nature, without a doubt. When I need to withdraw in order to create and reflect, it is in nature that I think most clearly. It inspires me deeply. The women in my life, my mother, my sister, and my daughter, also inspire me every single day.

How do you take care of yourself and maintain your balance? What do you love beyond flowers?
I have practiced yoga for fifteen years, and meditation is part of my daily routine. More than physical exercise, it is a process and a true school for life. It has taught me presence, attentiveness, and respect for the natural rhythm of things. I also love traveling. I enjoy discovering new countries every year, meeting new cultures, and experiencing different ways of thinking and living.

«When I think of sophistication, elegance, and luxury, I think of peonies. They occupy space with delicacy.»

After Braga, Porto, and even Paris, Bloom is expanding beyond national borders. What horizons and challenges lie ahead?
We have three physical stores, in addition to our digital presence through Bloom online. We regularly work throughout the country and internationally. There was something I had wanted to achieve for many years, and I accomplished it this month: creating, within our stores, a dedicated space for unique objects such as vases, books, and candles. These carefully curated pieces from national and international brands complement our floral creations.

From a personal perspective, what does elegance mean to you?
Elegance is being ourselves. It is feeling what truly makes sense for us. Elegance stems from authenticity, from the alignment between who we are inside and what we choose to show the world.

Text: Carla Martins
Photos: Ana Nogueira