Variety Act #12: Meet Elizabeth Jaime, Founder & Owner of Calma Floral.
Boss of blooms.
Welcome to issue number 12 of Variety Act Miami! I’m your compère, Natalie Guevara.
How do you like our vivacious new look, just in time for fall? (My favorite time of year!) Both our gorgeous banner and the upcoming black & white illustration (keep scrolling!) are by the talented, ingenious, stylish Natasha Villarraga. Only she can take the arbitrary assortment of images and files that serve as my “inspo” and come up with something so money. Natasha takes the flickers in my brain and makes them full-on flames!
Speaking of ingenious people, I’m proud to spotlight today’s multidimensional Miamian: Elizabeth Jaime, founder and owner of Calma, a floral design studio that specializes in floral installations, events, and brand activations. Elizabeth’s whimsical way with blooms, especially of the tropical variety, is so specific—she really brings out the personality of each flower. Even her dried arrangements give me life!
Well before I moved back to Miami in 2020, Calma was on my radar. In the spring of 2019, Elizabeth orchestrated floral installations for Glossier’s Wynwood pop-up that were so sunny and fresh—an inventive take on the oft-treaded Miami Vice trope—that, at the time, I was furiously Googling all the way from my frigid Brooklyn apartment to uncover who was behind the magic.
After almost a decade of working in New York City—with five of those years spent as the visuals and photo editor at the food and entertaining magazine Bon Appétit—Elizabeth moved back to her hometown of Miami a couple of years ago to go freelance and start something creative of her own. That something blossomed into Calma.
Today, Calma has produced floral work for clients ranging from Nike to Dior to private customers celebrating everyday occasions. Elizabeth’s work has been featured in T: The New York Times Style Magazine, The Wall Street Journal, Vogue, and local favorite Ocean Drive.
Read on to discover how Elizabeth approaches her work as an in-demand florist, carries out creative days in the Magic City, and of course, how she ranks her Miami favorites.
MEET ELIZABETH JAIME, FOUNDER & OWNER OF CALMA FLORAL.
On being drawn to art direction, and her early creative jobs:
I’ve always known I wanted to work in a creative field. I spent my early 20s figuring out what that would look like.
During college, on my days off from school, I spent my time interning and taking random odd jobs. All those internships and jobs were helpful in that they shed light on what I loved doing and what I didn’t love doing.
My junior year of college, I interned in the photo department at Teen Vogue and realized I really loved working in photography. I didn’t necessarily want to be taking the photos—though I have always loved photography—but I did want to be part of the creation of them.
On her tenure at Bon Appétit:
Eventually, I landed a job in the photo department at Bon Appétit and spent several years working there—concepting, art directing, and producing shoots for the magazine.
Honestly, I cherish all five years I spent at the magazine. I learned so much from my mentors and grew so much professionally. I owe almost everything I know about branding, photography, and visuals to my time spent there and the people I learned from there, specifically my bosses Alex Pollack, Alex Grossman, and Adam Rapoport.
Working in that creative, fast-paced environment was exactly what I needed in order to create a good foundation for establishing my own brand and business. What I miss most is the people I got to work with every day—not only was it extremely rewarding from a professional standpoint, but also on a personal level.
On her Miami homecoming after building her career in New York City, and founding Calma:
For me, moving back was a mix of a feeling and a practicality. After nine years in New York, I felt like I needed a change. The most natural move felt like relocating to my hometown where I knew I at least had some roots. I also felt like Miami was ripe for opportunity: The creative field isn’t oversaturated like New York, and my goal was always to move back and start my own thing.
All of that time spent working for other brands and people led up to the creation of my own company, Calma. I had always had an interest in florals, but I never considered that it could be a career.
When I moved back to my hometown of Miami, I just started creating arrangements for fun and people started responding positively to my work. It ultimately turned into a full-fledged business.
I think the biggest difference between being a creative in Miami versus being one in New York is just the pace and the way in which people work and communicate. It’s a lot more relaxed here, and sometimes that’s a good thing and sometimes that’s a bad thing.
On her cultural diet and how it informs her work with Calma:
I find the most inspiration from reading—not necessarily books, but articles, profiles, et cetera—and from being out in the world.
I don’t really consume a lot of traditional media like TV, film, and so on, but I do listen to a lot of music and I find that to be a huge source of inspiration as well. I’m a bit of a dreamer—I’m in my head a lot—and music can really take me to another place and time in my mind.
I am also inspired by other florists via Instagram, but I’m extremely mindful of how I draw inspiration and make sure to let that fuel original ideas rather than just replicating what someone else is doing. Usually it’s seeing another florist make something really cool and being like, “You know, I haven’t really made something with foraged materials lately. Let me do that and see what comes out of it.”
On how she’s unwinding at 8 pm on a Saturday:
I’m most likely home making dinner and having a glass of wine or a cocktail. I’m also probably thinking to myself, “It’s Saturday, I should go out.” But in reality, I’m a huge homebody, so yeah, I’m probably at home.
On her dream Calma client:
My dream clients are the ones who trust me and let me do my thing. It doesn’t matter if you’re a huge, well-known client or just a person gifting flowers to a loved one—I believe the best work comes from, as lame as it sounds, letting the flowers speak for themselves. My dream client is someone who believes in that same philosophy.
ELIZABETH’S MIAMI FAVORITES.
Miami anthem (current or classic!): Hmm. When I was growing up, my mom listened to a lot of freestyle, so that music always make me think of Miami. Probably “Funky Little Beat” by Debbie Deb?
Restaurants and bars: La Natural for natural wine and veg-forward food.
Boia De when I want to feel like I’m back in a New York restaurant.
La Camaronera for their Pan con Minuta.
Hillstone when I want to know exactly what I’m getting.
La Latina because I love arepas and theirs are the best.
Daily Bread when I’m feeling nostalgic for my youth or I want a salad.
Over/Under when I’m craving a burger and fries.
Wabi Sabi when I’m craving sushi.
Sabor a Peru for the ceviche.
Lung Yai when I’m craving Thai and a cold beer.
Madruga Bakery when I need good bread.
Margot for a glass of something funky.
I can keep going!
Cafés, diners, bakeries, & ventanitas: I’m always searching for good bread. I recently went to Flour & Weirdoughs in Key Biscayne and thought their bread was great. I also love Madruga Bakery.
For coffee, I usually go to Panther or Vice City.
Cultural centers: Fairchild Tropical Botanic Garden.
Exercise & recreation: I would be lying if I told you I exercise. I do like biking, but someone stole my bike, so in the future I would like to bike on the beach. I also love going to Haulover Beach.
Shopping: Simonett.
Grooming: Wendy Mongiardo at Studio Raūpo!
Small businesses: Andrew, Dale Zine, éliou, and Peel Soft Serve, to name a few.
Home goods, art, & knick-knacks: Second-hand shops like Nine Fourteen, Primaried, and Casa de Barcelona.
The Great Outdoors: Haulover Dog Park!
Local Miami artist or performer: I’m really into Psychic Mirrors’ new album.
Miami childhood staple: Daily Bread Market. Parrot Jungle when it was located in Pinecrest Gardens. Jumping off of Snowden’s Bridge. Wagon’s West. Keg South. Ruben’s Cuban (RIP). Basically everything and anything in Pinecrest and on U.S. 1.
Most delightful Miami discovery made during quarantine: Haulover Beach Park.
It’s hard to believe, but growing up in Miami I never went to the beach. The parking! The traffic! It was always too much effort, especially when you’re coming from Pinecrest. So to me, the beach in Miami was always something that was there but I didn’t really enjoy much.
Those first few months of quarantine—and once the beach was opened back up—I spent so much time at the Haulover Dog Park. I remember that every day in July 2020, the water looked like it was the Bahamas or something.
The recommendation you’ll always give to a first-time Miami visitor: Drive carefully.
THANK YOU, ELIZABETH!
Keep up with Elizabeth’s excellent eye and exquisite taste at @elle_jaime, and luxuriate in her work with Calma at @calma_floral. Dazzle your senses, dazzle your days.
Until next time, un beso!