From Commercial Strategy To Floral Creativity: Meet Jena Gizerskiy, FSMD CFD PFCI
Earlier this year, our floral storyteller met the lovely Jena Gizerskiy, AFCD CFD FSMD PFCI during a very special partner trip to Alexandra Farms.
As Commercial Strategy Manager for TESSAand a talented floral designer, Jena brings together a unique understanding of both the commercial and creative sides of the flower industry. We caught up with her to talk about her career, her passion for flowers, the growing popularity of spray roses and the wedding trends she expects to see throughout 2026 and 2027.
Where did your journey begin, and where are you in your career today?
I come from a luxury-goods background and transitioned into the floral industry 12 years ago. What began on the commercial side of the business gradually grew into a career encompassing sales leadership, business development, floral design, education, and industry involvement. Today, I am the Commercial Strategy Manager for TESSA, where I focus on strengthening customer partnerships, developing the North American market, and creating greater awareness around our flowers and varieties. I also do floral design, which allows me to experience flowers from both the commercial and creative perspectives. That combination has become one of the most meaningful parts of my career. I understand what customers need from a product, but I also understand the emotion, mechanics, and creative possibilities behind using it in design.
Have you always been passionate about flowers, particularly roses?
I have always loved flowers. My grandmother had beautiful flower gardens in Uzbekistan, and some of my earliest memories are of being surrounded by the colour and beauty she created. That appreciation became a true passion when I entered the floral industry. Learning about the flowers, the farms, the varieties, and the people behind them completely captured my heart. Roses have always been particularly fascinating to me because every variety has its own personality. The colour, petal structure, opening pattern, fragrance, and movement can completely change the feeling of a design. Eventually, I wanted to do more than sell the flowers; I wanted to understand them creatively and work with them myself.
Have you noticed an increase in the use of spray roses in weddings?
Absolutely. Spray roses are no longer being treated simply as a supporting flower or traditional filler. Designers are increasingly allowing them to take a much more prominent role in wedding bouquets, centrepieces, personal flowers, and large-scale installations. They are especially well suited to the layered, garden-inspired designs that many couples are requesting. With multiple blooms at different stages of opening, one stem can create an incredible amount of movement, texture, and visual interest.
Why do you personally enjoy incorporating spray roses into your designs?
I love the dimension they bring to a design. Spray roses help create a natural transition between larger focal flowers and more delicate supporting ingredients. Their multiple blooms soften the arrangement and give it that effortless, romantic movement that is difficult to achieve with more rigid flowers. They are also extremely versatile. Depending on the variety and how they are styled, spray roses can feel classic, whimsical, modern, garden-inspired, or very editorial. I especially love using them in a way that allows each individual bloom and bud to be appreciated.
Do you have a favourite spray rose variety or varieties?
At the moment, I am obsessing about TESSA’s new Hashtag Spray Collection. Their beautifully ruffled, almost spiky petals give them such a distinctive texture and personality. They have the fullness and romance of a garden rose, but with a more sculptural, contemporary edge. I love how these sprays create movement and dimension in a design. They are the kind of spray roses that do not simply support the arrangement; they immediately capture your attention.
What wedding trends are you seeing in 2026/2027 weddings?
I am seeing a continued movement toward designs that feel intentional but not overly structured. Couples want flowers that feel abundant, organic, and personal rather than perfectly symmetrical. Tonal colour stories are becoming especially important, using several shades within one colour family to create depth rather than relying on many unrelated colours. I am also seeing more sculptural ceremony pieces, floral wearables, statement installations, and designs inspired by fashion and art. Even when celebrations are more intimate, couples are often choosing to make a stronger investment in the floral experience. They may use flowers in fewer places, but they want those moments to feel immersive, memorable, and beautifully photographed.
If you had to choose, what colour spray roses would you have in your home?
I would choose bright, vibrant colours. Something like #HotPink or #Paradise. But really anything in yellow, coral or a rich raspberry tone. I love flowers that instantly lift the mood of a room and bring energy into the space. For me, spray roses should feel joyful and expressive.
Just for fun, what has been your most embarrassing or amusing floral mishap to date?
While I was in floral design school, we were taking a sympathy class and had been asked to create a funeral spray. Water from the soaked Oasis brick had dripped onto the floor without me noticing. The classroom was completely silent when I suddenly slipped and fell, very loudly, hurting my hip in the process. To make matters worse, the entire funeral spray came down on top of me. All I could think was, “Please do not die today. You definitely do not want this spray at your own funeral.” When I finally got up and lifted the piece, not a single stem had moved. I started crying, partly from the pain, but mostly from happiness that my mechanics were solid. It was embarrassing, painful, and oddly one of my proudest floral-design moments.
Is there anything else you’d like to share?
I would love to see the industry continue educating designers and consumers about the diversity within spray roses. They should not be viewed as one general product category. Each variety has its own colour, form, opening pattern, vase performance, and creative possibilities. As someone who works between the farm, commercial, and design sides of the industry, I believe storytelling is incredibly important. When florists understand the variety they are working with and the people who grew it, they can communicate that value to their clients. Spray roses deserve to be recognised not only as supporting flowers, but as luxury flowers capable of taking centre stage.
A huge thank you to Jena for taking the time to chat with us and share her story. We thoroughly enjoyed getting to know her in Colombia, so what do you say, Jena? Shall we make our next meeting in the USA?
