Livia Cetti and Joanne Donohoe of the Green Vase have worked with some of the biggest names in the floral business. While Donohoe studied floristry at Leeds College of Art and Design, Cetti earned a fine arts degree from the San Francisco Art Institute. In New York, the two met and became friends while working at Renny & Reed in 2000. Soon after, Cetti became the event director at Belle Fleur and later started styling magazine shoots for Martha Stewart (for whom she still works as a contributing editor). Donohoe moved on to Takashimaya and Matthew Robbins Design (formerly Artfool), where she was an event director for seven years.
In 2005, Cetti launched the Green Vase with a focus on weddings and social events, as well as styling. Wanting to expand her business and take on more corporate clients, she teamed up with Donohoe last summer and relaunched the company. “As these events would come along, I’d do them and hopefully develop relationships, but I didn’t have the manpower to promote and develop that side of my business. Jo came along, and that’s what we are focusing on right now,” says Cetti.
Cetti describes their aesthetic as “vintage modern” with timeless appeal. They source interesting ephemera such as buttons and ribbon and create lifelike paper flowers in custom colors. When it comes to real florals, they keep things simple. “We use beautiful vessels and create arrangements using the best, coolest stuff available in interesting palettes,” says Cetti. Their growing corporate client list includes Anthropologie, Kate Spade, Coach, and Starwood Hotels.
While the partners collaborate on the look and feel of each event, Donohoe works with clients and vendors and Cetti focuses on executing their work, which ranges from large events to smaller à la carte projects. Donohoe says, “We can do a cocktail event for 40 to 400 people, but we can also help you expand your business by creating special client gifts or presentations.” Cetti adds, “We can even decorate the planters in front of your office. People have lots of specialized things they need done, but don’t know where to go. We want to offer those unique services as well.”
The Green Vase has also worked with travel accessories company Tumi on several press events, creating items ranging from retro florals that played off a 1970s-inspired line of luggage, displays of red apples for a New York-themed preview, and dozens of colorful paper luggage tags tied to big white balloons.
“Each time I work with them they deliver unique creations. You never get anything cookie-cutter. The personal attention they offer to each client is part of the experience, which sets them apart from others,” says Parise Sellitti, Tumi’s manager of public relations. “And their ability extends beyond just florals. I tap into their creativity and ability to think outside of the box when creating a visual arrangement.”
