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Beverly Hills, 1994: Jeff Leatham had just returned from modeling gigs in Milan and Paris and was looking for new work. Through a friend of his, he got a job at the Four Seasons Beverly Hills hotel’s flower shop – but not as a florist. Leatham had to earn his stripes mopping the floors and removing the thorns from cut roses – tedious work, but “very instructive”, he says. Looking back at his humble beginnings, it taught him every necessary detail there was to learn about floral work. In 2024, he’s one of the most in-demand florists in the world, artistic director at Four Seasons hotels in Paris, Philadelphia and Beverly Hills, and the favorite floral designer of stars including the Kardashians, Sofía Vergara and Eva Longoria. He’s even collaborated with high-end fashion brands such as Louis Vuitton, Bulgari, Burberry and Cartier.

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Mr. Leatham, why do we find flowers so fascinating?
Because they elicit emotions in us; and just like good food, they make us happy. We’re supposed to admire flowers, touch them, smell them. Their scent can trigger precious memories and make us cheerful, sentimental or contemplative. When we’re in love, we say it with flowers; if someone close to us dies, we get them as a mark of sympathy. Flowers can really communicate so much!

What effect do flowers have in a hotel lobby?
When I started at the Four Seasons in Paris, my boss said to me, “Flowers are so essential to us because they convey a feeling of coming home to our guests.”

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Which other hotels have similarly fascinating floral decor as yours?
I don’t mean to sound conceited, but the hotels I work with are among the few in the world that are willing to invest this much money in flowers. Accordingly, the arrangements – like the ones at the George V in Paris – are absolutely incomparable.

You’ve provided floral displays for major events including the Oscars and extravagant weddings like that of Anant Ambani – how do you ensure you please those high-profile clients?
I may be an artist, but I’m also someone who makes dreams come true. I ask my clients to close their eyes and describe their vision to me. Then I take what they’ve told me and make it a reality. By now, I’m lucky enough to have amassed a list of clients who don’t have any specific demands and simply say, “Jeff, I trust you – just do it!”

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What does your design process look like? Where do you begin?
I always choose the color first and then decide on the shape of the arrangement. Only at the very end do I choose the varieties of flowers, since they’re the thing you actually see last, once you get up close.

What is your personal favorite flower?
The magnolia. The blossoms are so big and unbelievably beautiful, but they’re also ephemeral. As soon as you pick one, it wilts. Like the most beautiful things in life, you have to enjoy them in the moment.