Nathan Aubé
Creative Director + Founder of Aubé Studios
I moved to Toronto from Sault Ste. Marie when I was 18 and began my Retail career at Holt Renfrew and continued working in the luxury sector for 14 years where I was a Regional Manager for Max Mara. As a result of Covid I was unable to travel in my role and was working from home. With so much spare time I turned my long life passion and hobby of creating floral art installations into a full-time job. My time off during Covid also gave me the time to think long term of what I wanted to do and I envisioned Aubé Studios on a larger scale. I took a risk which is rare (creature of habit) in 2022 and left my comfortable role at Max Mara to open up our first location at Avenue and Davenport in Toronto. My long term relationships in the luxury sector allowed us to take on accounts with such respected brands like Cartier, Tiffany’s etc. Since my very first trip to LA in 2018 I’ve had so much love for LA and would continue to come 3-4 times a year after my visit. I dreamed of living in LA and every visit my friend Tim Chan would always say you should get your O-1 Visa which after exploring always seemed impossible. When I met with lawyers they shared what was required for O-1 including the reference letters from high profile people/companies and proof that you are top in your field. My lawyer said he felt I had a case and through 2023 accomplishments were organically being checked off my list. One being sent by Tiffany & Co flying to Vancouver to teach a wreath making class for their elite clients. After seven months of collecting documents in 2023 for my O-1 Visa I received my visa approval and moved to LA in January of 2024. What I find was so remarkable now looking back at it, is after all these years of dreaming of living and working in LA I felt that I was internally manifesting it all this time. I’m thrilled to be living in LA, splitting my time between here & Toronto with an incredible team in Toronto that is dedicated to the continued growth and success of Aubé Studios.
You say that they aren't floral arrangements, they are art installations. Can you tell us what the difference is and show us some of your works?
My team and I are constantly striving to think beyond the typical arrangement. We look to travel, nature and even fashion trends when designing our collections. And once we have inspiration, we do strive to achieve something that hits just the right chords to those experiencing it.
It really is a process that begins well before the final creation. Just last week we conceived a bespoke floral wall using 6,000 stems of flowers and spent over seven days just putting together the different blooms I had in mind, and then refining the combinations, over and over, to achieve a balance across pantones, shapes and color ratios. We probably changed the combination a dozen times before placing our final flower order to ensure every element was balanced and cohesive. And that all happens well before the actual installation, which took three full days with a team of eight.
Between your busy schedule of working between Toronto and LA with high profile clients and events, how do you stay grounded?
I enjoy visiting Remedy Place in WEHO and taking in the various elements, from red light therapy to cold plunge, and it really helps calm me. When I need something a little more, I love taking off on a spontaneous drive through the hills, or along the PCH. I find the high speeds and winding roads exhilarating and soothing. Driving is quite therapeutic for me, and some of the best inspiration and designs have come while being on the road.
You work with some of the top luxury brands and have been tapped for some extremely high profile public and private events recently. What do you think has caused so many to take note of you when there are so many others working in floral design?
My team and I have been so blessed to be trusted with some of the engagements you’ve mentioned. It really comes down to our relationships with our clients and our vision. We would be nothing if we weren’t working with the best clients who come to us with a goal in mind, with their inspiration and how they ultimately want people to feel. And then we partner closely to turn their inspiration into a floral concept that stands out, but also enhances the space or event where they’ll be on display.
I think we’ve grown through referrals and repeat business because we see each engagement as an experience we’re helping to create, instead of a transaction. And our clients feel it.
What's your secret sauce for building new clients and maintaining high profile relationships?
The saying I keep top of mind is “be authentic and yourself, because everyone else is taken”.
When I look back, and think about the clients we’ve been so fortunate to work with - everything truly happened so organically. Prior to launching my business, I held leadership positions in the luxury fashion sector, which taught me great tools around relationship cultivation. I’ve taken this foundation with me, and know that if you take care of your team, and your clients, they will take care of you.
What's next for you?
As an Aries, I’m all about what’s next. I’m very much looking forward to continuing to design, create and build the business in California. Beyond that, I definitely foresee something on the horizon in Florida, likely as soon as 2025.