Flowers and jewels, the desire to color two worlds [Interview with Shinobu Marotta (talkative) and Yuko Tachibana (Flower Shop "Tachibana")]

When talkative Omotesando store opened in 2018, we implemented an event called "Flowers and Jewels."
And when thinking about "flowers and jewels" again when opening the Osaka store, talkative designer Shinobu Marotta was eager to collaborate with Yuko Tachibana of the florist "Tachibana" in Zushi. This is the story of how the two met by chance and the story they have woven together.

A chance encounter and resonating sensibilities

Marotta: About 15 years ago, when I was selling at Barneys New York, a customer came in wearing the same scarf that I had. I was surprised and called out to her. It was Yuko.

Tachibana: I like talkative, and I went to a pop-up event there.

Marotta: At the time, Yuko was working at an advertising production company, and we started to feel more and more empathy for each other as we worked together and helped create the talkative website. We were in a phase where we were gradually growing as a brand, going from a time when I was mostly doing everything from production to sales on my own, so I started to want someone to see talkative from the inside.

Tachibana: At the time, I was preparing to become a florist. I was thinking about how to work to make that dream a reality, so I accepted Maro's suggestion and decided to work in sales and brand direction at talkative while continuing my training in flowers. After working with him at talkative for about three years, I went on to become independent and started my own florist, Tachibana.

Marotta: At talkative, we've done a lot together. When we opened the Omotesando store, she was the one who gave me the advice that mimosa would be a good plant to plant. I don't know much about plants, but it's a perfect match for our brand color, lemon yellow, and every year when I see the yellow flowers bloom with the arrival of spring, I feel that it has become the brand's symbol tree. So I definitely wanted to plant a mimosa in the Osaka store as well.
The Osaka store is on the first floor of a building along the riverside, and I like the fact that it is designed like a miniature garden. It is open and the air flows nicely, which is very comfortable... After deciding on a great location, we considered several possible opening dates, but one of our staff members said, "March 15th would be the best day," and we decided on that date (laughs). When we wanted to welcome our customers with the best hospitality on the best day, we decided that Tachibana was the one to collaborate with.

Tachibana: It was fun to get involved with talkative, become an insider and communicate its appeal and think about branding together. From there we opened a flower shop and went our separate ways, but I had always wanted to do something together again someday, so I'm honored to have been asked to join... but also nervous.

Marotta: I'm happy too. When I asked Yuko, who runs a flower shop in Zushi, to help with an event in Osaka, there were some issues to be resolved, like how to prepare the flowers, but in the end, I knew that Tachibana was the brand I wanted to ask. There's a reason for that; I always tell my staff that "talkative is not a brand that sells things," and I know that her flower shop says the same thing.

Tachibana: Neither flowers nor jewelry are essential to life, which is why we don't just want to sell products. We want to cherish empathizing with the customer's story behind the items and making suggestions that will excite them through flowers.

Marotta: We both have those kinds of values. From the first time we met, through the conversations we had as we worked together, I think we built a relationship of empathy and trust in creating something together.

Flowers and jewelry are a medium for conveying emotions and feelings

Tachibana: At Tachibana, our corporate philosophy is "We convey someone's love." Florists may think of flower shops as creative, but even a single flower is beautiful in itself. So what's precious is the flower itself and the feelings of the person who wants to give flowers to someone. That someone could be a lover, friend, family member, or even themselves. Some people come to our store every week without fail, and when I hear their feelings and their desire to brighten their lives even just a little, it makes me feel very warm, as if I'm helping them to show love to themselves.

Marotta: Flowers and jewels have something in common in that they both convey feelings of caring for oneself and expressing love for someone.

Tachibana: That's right. Flowers and jewelry are not just objects, but a medium to convey emotions and feelings. I'm really drawn to the time it takes to choose flowers or jewelry while thinking of someone, and I almost want to show that time to that person.

Marotta: What do you pay attention to when choosing flowers, Yuko?

Tachibana: For example, even among the same variety of flowers, not one is the same, and there are subtle differences in the color, size, flower arrangement, leaf condition, etc. From among all of them, we place emphasis on selecting flowers that are particularly fresh and full of vitality.
I often pick up a stone thinking of a regular customer's face and thinking, "Maybe that person would like this color." How do you choose your stones, Maro?

Marotta: Natural stones are not the same, and some have inclusions while growing deep in the earth. I am very attracted to stones that show the process they have been through. I try to carefully determine whether the stone itself looks beautiful even with the inclusions because they have a unique expression. I also value the color saturation and the cut shape. I take great care when dealing with stones that are too large or recut to fit the design I am making, and I do my best to take care of them.

Tachibana: For example, even if there are many Phalaenopsis orchids with beautiful patterns, I make sure to only buy the ones that I think are especially beautiful.

Marotta: If we give in even a little, the quality will be a little unstable when we put them on display in the store. Also, I try not to rely on experience and buy a lot because they sold out last time. After all, it's a once-in-a-lifetime encounter, so it's important to always look at the stone carefully with a fresh perspective and carefully select it. Even in places that only sell in lots, I ask for only the stones I want, and I buy them through repeated heart-to-heart contact (laughs).

Tachibana: Each small step makes the brand what it is today and connects to the future... When you think about it, the Osaka store is the place where talkative's newest expressions are packed. Maro loves to make people happy and surprise them, and has a very strong service-oriented spirit. She loves people and is very grateful to them, so I'm really looking forward to the new store she will be creating.

Marotta: I'm happy. With the opening of this new space, I have a feeling of anticipation of the fun that lies ahead as new connections and expansions are born. On the opening day, March 15th (Sat) - 16th (Sun), a yellow flower shop called "Tachibana" will appear inside the store. Yellow flowers, in keeping with talkative's brand color, will be presented to customers who visit the store. I'm sure Yuko will love it, and I'm looking forward to seeing the sight of "Tachibana" flowers lined up in the Osaka store's space. I really hope that many people will visit the new talkative.

Interviewed by Naoko Murata
Photo by Chihaya Kaminokawa

Profile

Tachibana
A flower shop in Zushi City, Kanagawa Prefecture. A group of flower concierges whose motto is "We convey someone's love."
@tachibana.florist


Yuko Tachibana
Born in Hong Kong in 1981. Spent her early years in Hong Kong due to her parents' work. After working as an advertising production planner/director at Dentsu Tech Inc. and spfdesign Inc., she joined the flower shop "Diligen Parlor" in Omotesando. After giving birth, she opened "Tachibana" in 2020.