Meet Marina Allen, owner and founder of Malina Flowers in Austin, Texas. What began as a one-woman operation in a 6×6 room with a mini fridge has blossomed into a thriving 3,000 square foot floral studio in the heart of the city. Marina’s journey from Russia to the U.S. sparked her love of flowers as both a creative outlet and a way to connect with her new community. Today, her team is known for modern, artful designs and a deep commitment to quality, care and artistry. We connected with Marina to learn her business’ origin story and get her unique take on interpreting trends while staying true to the core of her art form.

How did your journey with Malina Flowers begin? What’s your personal connection to flowers and choosing a career as a floral entrepreneur?  
I’ve always been drawn to creativity, but it was only after moving from Russia to the U.S. that I truly discovered flowers as my medium. Adapting to a new country was not easy, and I felt a strong need to create with my own hands. Floristry became both a passion and a way to ground myself. Over time, what started as a personal outlet grew into a full business. Today Malina Flowers is a thriving studio known for modern, artful design.

How has your business changed since its early days in Austin?
In my first year, I worked alone out of a tiny, rented room, just 6×6 feet, with nothing more than a small fridge. Back then I made and delivered every bouquet myself. My first hire was an assistant who later became a florist, and from there, the team steadily grew. Fast forward to today, and I now have a free-standing 3,000 square foot shop in the heart of Austin with a wonderful team of florists, drivers, assistants, large walk-in coolers, and even a Marketing Specialist. The transformation has been incredible, but the core of my business has stayed the same: creativity, quality, and a genuine connection with every client.

With trends in floristry constantly shifting, what’s your approach to staying current?
We love following European designers for inspiration, but we also keep a close eye on trending flowers and color palettes. Still, we never copy inspiration directly. What matters most is how our clients react. We pay attention to their feedback and aim to create designs that are both beautiful and unique. At the same time, every bouquet or arrangement must move us as a team – we say it should give us goosebumps! Together we work almost instinctively, understanding each other without words. If we truly love what we’ve created, we know our clients will too.

We genuinely care about every client and order. Even on our busiest days, we check every stem, every line, every angle. We discuss, adjust, and refine until it’s perfect. We’ve never let a bouquet leave the shop with a “good enough” attitude. For us, flowers are never just flowers. We view each design is a piece of art and an expression of care.

Your Instagram content beautifully highlights your team’s talents. How do you approach social media and what tips can you offer other floral businesses?
Our Instagram presence blends strategy and spontaneity. We do plan certain content in advance, but some of our most loved and engaged posts were created in the moment, inspired by shop happenings. The key for us is authenticity. People want to see real flowers and real people all while experiencing authentic emotions. My advice to other floral businesses is simple – don’t overthink it. Share what excites you, what makes you proud, and behind-the-scenes moments you may overlook. That’s what truly connects with people.

Accent Decor proudly sells to thousands of small businesses and works to cultivate a community among our network of unique and creative customers. Can you share advice with fellow small businesses, perhaps some lessons learned along your journey?
My biggest advice is to always care deeply about your product and your people. Do everything you can to avoid cutting corners, even when it’s hard or when you’re busy. Be sure to confirm and check every detail as quality is what sets you apart and builds long-term trust. Additionally, invest in your team. I couldn’t have built Malina Flowers alone, I needed the support of outstanding and talented people. Surround yourself with those who share your passion, and the business will grow in unimaginable ways.

Stay up-to-date with Malina Flowers on their website and Instagram. To shop Accent Decor’s wholesale decor and wholesale event decor along with new flower, plant and home products, visit accentdecor.com.

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