Blossoming Business: The Rising Popularity of Floral Ventures Across Nations, Spotlight on DJFlowers in the UAE

In the dynamic and constantly evolving world of global commerce, some industries develop with a vibrancy that mirrors the very essence of their trade. The floral industry, with its rich palette of colours, fragrances, and textures, represents one such sector that has withstood the test of time and has also managed to adapt and flourish while faced with changing consumer trends and technological advancements. This shows a turn that businesses have taken towards prioritising personalisation, aesthetics, and sustainability. As we delve into this domain, the United Arab Emirates market emerges as a place where the art of floristry is being redefined by visionary entrepreneurs and innovative ventures. 

Among these, DJFlowers (short for Double Jenya Flower Shop) stands out as an author’s floristry recently opened in Dubai, a company defined by creativity and a personalised approach to business. Whenever someone buys a fresh flower from DJFlowers, they get to share a part of the love that founder Evgenya Kostenko has for flowers and aesthetics and of her desire to express emotions through bouquets.

This article aims to explore the rising popularity of floral ventures across nations, with a special focus on the remarkable journey of DJFlowers in the UAE – a story of growing a business out of a small hobby and inspiring those who love floral aesthetics, daily.

The Renaissance of the Global Floral Industry

The recent renaissance experienced by the global floral industry has been driven by a renewed interest in interior decorations, the global wellness movement, and the desire to give personalized gifts. Thus, the market has lately expanded beyond selling flowers, to include subscription services, floral design classes, and the integration of technology for enhanced customer experiences. This evolution reflects a broader trend – that of consumers seeking more than just a product, but looking for an experience instead, a way to express their individuality and emotions.

The UAE Market: Fertile Ground for Floral Ventures

The UAE, known for its luxurious lifestyle and high consumer spending, presents a fertile ground for businesses like DJFlowers. The country’s diverse population and its fondness for luxurious celebrations have generated an ever-growing demand for innovative and high-quality floral services. From weddings and other private events to MICE and national celebrations, events in the UAE often feature elaborate floral arrangements, highlighting the central role of flowers in the region’s culture of hospitality and decorum.

DJFlowers: a Blooming Success Story

DJFlowers has capitalized on this expanding market by offering a wide range of floral services that cater to the diverse needs of its customers. Their offerings are not limited to traditional bouquets. They include bespoke arrangements, wedding bouquets, arches and centrepieces, gift sets, flowers for special occasions and even balloons. But the true secret of the company’s success lies elsewhere – DJ Flowers is a family business first and foremost. Even the “Double Jenya” name comes from the names of the founder and her husband. Partners in both life and business, they work as a team and do everything together. 

Quality, Loyalty, and Innovation: Keys to DJFlowers’ Growth

A significant factor in DJFlowers’ success is its commitment to quality. Recognising the growing consumer awareness around product quality, DJFlowers strives every day to be better than yesterday, by constantly working to improve quality and reach perfection. Furthermore, DJFlowers focuses on loyalty, by aiming to create successful long-term relationships with their customers, employees, and suppliers. Concerning innovation, the company makes a point of following the latest market trends and even setting trends by themselves. For example, they are currently offering a seamless online shopping experience and free deliveries, thus making floral artistry accessible to a wider audience.  Last but not least, DJFlowers is intent on working with love for the company, their colleagues, the clients and the industry in general.

The Role of Social Media Marketing

DJFlowers’ strategic use of social media, messaging and digital marketing also plays an important role in its growth. By showcasing their designs and creations on social platforms like Instagram and Facebook and by communicating with their customers via messaging apps like WhatsApp and Messenger, they have managed to attract a broad clientele and even set some new trends in floral arrangements. This active digital presence is important in building brand awareness and establishing DJFlowers as a key player in Dubai’s floral market.

Challenges and Future Perspective

The success of DJFlowers showcases the potential of the floral industry in the modern business context, and not just in the United Arab Emirates, but worldwide. It highlights how, by combining a traditional family business model with great quality control, loyalty, attention to consumer trends, technological innovations, and sustainable practices, one can ensure the significant growth and success of their business. As consumers continue to seek out personalized and meaningful options, the floral industry is set to develop further, offering a lucrative landscape for entrepreneurs who are willing to innovate and adapt.


The story of DJFlowers in the United Arab Emirates is not just about opening and operating a successful business. It is a great example of the constantly evolving relationship between nature, art, and commerce. After exploring the specifics of the modern floral industry, it becomes apparent that the appeal of this sector extends far beyond the beauty of its products. Instead, it shows a deep desire for connection — to nature, to the people around us, and to the moments that define our lives. The example of the Double Jenya Flower shop proves that businesses can (and must) grow by embracing creativity, innovation, and an understanding of consumer desires.

The success of DJFlowers also shows us several key trends that will shape the future of the floral industry and the broader landscape of modern business. It proves the importance of innovation to meet the evolving needs of consumers, who are increasingly seeking personalized and eco-friendly products and services. Their success also shows the power that digital transformation has for expanding the market reach of a business and enhancing its engagement with customers. Last but not least, it underscores the importance of a business’ loyalty to its customers, employees, and suppliers, which constitutes a competitive advantage and a central element of brand identity.

Looking towards the future, the floral industry is sure to grow and develop, with author’s floristry companies like DJFlowers leading the way. As consumers around the world become more aware and more discerning, the industry’s future will likely be determined by companies that can blend artistry with innovation and solid ethical practices. 

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Rahul Joshi

Rahul is the founder of My Architecture's Idea and has a passion for writing. He is from India and has been helping businesses grow for 3 years. Follow him on Instagram, Linkedin and Facebook

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