There is something special about a florist who has the respect of those who know and work with her but is also the ‘mother of invention’. How many of us I wonder use the handmade wire armatures fashioned out of stub wire? But do you know who was the first to invent them? Linda Johnsen is the person behind the world-famous ‘Linda Technique’. More than that, she is co-founder of the amazing Shishi organisation. She has a quiet approach to floristry, but Linda is an encyclopaedia of knowledge and floral experience.
1. How did you first become interested / involved in flowers?
From an incredibly young age I have been very interested in creating something, being creative, but that it became floristry was accidental. Early on I got an extra job in a flower shop after school and during holidays, I quickly became fascinated, and it opened my eyes to the fact that flowers were a material/tool that I could express something and create something with.
Flowers and botanical materials were then more like a tool to express oneself and at that point also came my love of the material.
It was also fascinating to work with living material that changes all the time and that you create moments that don’t last.
2. How long have you been professionally involved in the flower industry?
Throughout my life. I started early with competitions and was very active, even though I was not initially a competitive person either or so extrovert, I had an inner faith and strength to overcome it and thought that it was only myself who put a limitation for myself. So, I kept doing the things that felt uncomfortable to me and got better and better at challenging myself.
I have been professionally involved in many aspects of the industry for almost 38 years, as a flower designer, teacher, lecturer, demonstrator, designer, competitor, active in all aspect of a competition, international judge, and in my own company Shishi and also my own flower shop Shishi Blomster.
3. Do you see International Women’s Day as important and, if so, why?
Yes, it is important, but should not be in 2023…….
And we still have a long way to go.
From western society’s struggle for equal pay and career opportunities to basic human rights and fights even to attend schools in other parts of the world.
A country’s progress and development is of course limited when you are only using half of the population.
4. Do you believe that being a woman in the flower industry is more challenging than if you were a man?
Our industry is dominated by women and most women cheer for women and embrace a woman’s success, but women can also be women’s worst enemy because, for better or worse, they more easily identify with another woman and then traits such as jealousy and envy can also emerge. The fight for women’s rights must also be fought by all women, it is easier for some to accept and cheer on a man’s success and leadership even in a female-dominated profession.
We women must cheer and embrace each other.
In this industry, women have had to think more like a man, also in demeanour and floristic expression – the masculine expression has been more easily prized.
Throughout the ages, our industry has been dominated by men at the top in various professional organisations and who make decisions for our industry, why is it like this in a female-dominated industry?
Today, I feel that women have taken a more natural place in our industry.
5. Do you recognise some common challenges that women face in this industry, and have you encountered some personally?
In the countries where I have worked, I have not personally experienced anything that has affected me very much, there have only been a few times where I have felt uncomfortable because I am a woman with regard to comments and attitudes, which may also be due to cultural aspects. The worst thing is if you are overlooked or ignored. Men can also have problems where they feel uncomfortable and unsure of how to relate to independent, knowledgeable and strong women – do they feel challenged and threatened perhaps?
6. How did you go about overcoming them?
I just stored it and went about doing what I am doing – my way.
7. What is your advice for young women starting out in this industry?
Our profession may at first glance look like a glossy picture surrounded by beautiful flowers, but there is so much more, hard work, heavy lifting, demanding work and a low-paying profession. To succeed, you have to work hard, it doesn’t come naturally, but if you have passion and a genuine interest in what you do, you will get far. In any case, it is important to follow your intuition and your dreams, listen to your heart for what feels right for you! Sometimes reason can be our worst enemy. I have always thought that I am privileged to have been able to do what is my passion for a living, it is a privilege and not something I take for granted.
Do it your way and trust yourself!
8. What do you love most about your work?
The creative process!
The strange thing is that I’m much happier with the process than the result, when it’s done, I’m done and move on to the next thing.
The creative process is for me one of the most interesting. For me it is about the journey not the destination.
I also love the everyday work, just to do a beautiful bouquet for a customer, taking care of the flowers, doing a display, working in a team with my colleagues, small everyday things and moments are underestimated.
I love working in a team towards a common goal without an own agenda, where we make each other better.
9. What are some of the more significant milestones in your career?
First time I became a Norwegian Champion.
When I realised that our skills in floristry can be used in many ways, because our education has many basic elements in common with other skills, basic things such as colour, composition, ideas, and this gave me opportunities which I could use in product design, as a decorator, and in interior design. This opened my eyes.
Creating my own Company Shishi in 1988 with my Estonian colleagues Mart Haber and Taivo Piller.
As the first and only one in Norway to receive the award: The Laurel wreath prize in 2018, For unselfish efforts for the profession and the industry over time, far above and beyond what could be demanded and/or expected.
10. Can you briefly describe some of your more special or most appreciated moments?
How to start, I have so many moments!
Some years back I was a part of an international group who were working on the judges certification project and when it was ready, some of the group had to do this exam ourselves to be a national and international judge, it was a huge work to prepare all the personal documents to prove what you have done and the experience within the industry. When I started to dig into my own past, I realized how much I have been involved in and how much I have done, it was like walking through a memory lane.
I have been so lucky to travel around many parts the world, for work as a designer, teacher, judge, lecturer and demonstrator.
Inspirational meetings and collaborations with colleagues around the world are one of the most valued things, and some of them have been very inspiring and had a great impact on me.
In 2017 our King and Queen were both 80 years old and our government gave them a party at the opera house in Oslo, I had the pleasure to decorate this event, which was a great honour and a memorable thing to be allowed to do.
Being a judge in World Cup in Berlin.
When in 1997 I was awarded the Professional Award ‘For outstanding efforts over several years to raise the professional level’ and in 2018 The Laurel wreath prize in 2018, ‘For unselfish efforts for the profession and the industry over time, far above and beyond what could be demanded and/or expected’. This was a strong recognition from the industry that touched me a lot.
Feedback that my work in this industry has made an impact on some people, and that makes me very happy.
11. Apart from flowers, what else are you passionate about?
It is very inspiring to follow other designers from other skills/handicraft like ceramics, glass, jewellery designers, skills that work with shapes and forms.
And I admire people who are engaged and dedicated to their passion, this inspires me.
Interior, art and creativity, there are so many things to explore and try but too little time….
Besides that I like to cook, but only if I have time to enjoy it and to be in it, then it is almost like a meditation.
I am also passionate about what happens in the world, and right now it is the war in Ukraine. It was a real shock for me when it happened 24 of February 2022 and it is still. It is so pointless, all the destruction and cruelty. And we have a responsibility not to get used to the situation and think it is the new “normal” in an apathetic state of mind.
12. Is there anything else you would like to share with our members?
Being a flower designer is basically being a good craftsman! We are not artists, but in some cases our works have an artistic expression because it is also a creative profession.
Our profession is a craft, many craft professions are disappearing, and we have a responsibility to take care of it for posterity as well. We are constantly developing something new, new techniques, expressions… etc., which is very important. But it is just as important to take care of and to let ourselves be inspired and to pass on the traditions and old techniques in our profession, although it can be in a new way.