Luxury, quality, and innovation: A conversation with Venus et Fleur co-founder Seema Chadha on why the best brands are created with intention

SEEMA

CHADHA

If you’ve seen Eternity Roses®, you understand what makes Venus et Fleur a floral pioneer. The company’s real flowers live for a year—an innovation completely new to the industry. Seema Chadha, who co-founded the brand, sat down with our founder for a conversation about our shared values. Plus, get to know her two poodles, Cheenie and Biggie.

Hello, Seema! We’re so interested in the inspiration behind Venus et Fleur, including your signature elegant packaging. The entire order is an experience. Can we start there?

It started from a bad floral delivery! It’s a common experience in the floral industry that often you don't know what you're going to get and you don't know who's making it. And we thought, wow, this is such an opportunity to create something here that is vertically integrated. I thought, what if we created something that people are excited to receive and share. I loved the floral designs in Paris, was inspired by Parisian hat boxes, and often they were putting flowers in boxes. And that's kind of where the thought process came in.

The Eternity Roses are such a special offering. They turn the experience of receiving flowers into something that lasts.

Absolutely. And, you know, you're preserving that moment. You're stopping time and you're actually appreciating the beauty of the flower because the flower does die at some point, right? And you're allowing that floral to remain in its beauty for a lot longer. So I think there's so much to appreciate there. And these are the little luxuries that we want to move on to. At first it was really difficult to basically educate the consumer about this because they would ask ‘are they fake? Are they paper? Are they silk?’ No, these are real flowers that are preserved with a wax-based solution. They are real flowers that live for a year.

It’s all about finding what’s missing in the market.

I love what you've created with PAGERIE. It's so beyond gorgeous. Like it really feels like a luxury house has created these products and you're right. There were no beautiful accessories for dogs before PAGERIE came. So, you know, you saw this white space in the market and I think that's how we attacked this project as well. And obviously now it's become a brand, but at the time it was like, this is a need; this is something that we would actually want and we would share, so let's create it. And that's kind of where the thought process came in.

How would you describe your personal fashion style?
And what about Cheenie and Biggie’s unique style?

I would say that my style is feminine and a little edgy, but I tend to stay within more of a classic wardrobe. I appreciate beautiful, well-made clothes. I don't like to partake in a lot of fast fashion. I just like to buy well-made things and invest in those. Cheenie is very sassy and likes to be the center of attention. So she likes to wear accessories proudly. If Cheenie could talk, she would think it’s very chic and tell us she likes to wear PAGERIE. But Biggie, he likes to be naked. They are complete polar opposites.

I love the [Dórro] collar with the hardware. I just think it honestly looks like something you’d get from a luxury fashion house. It’s just so beyond beautiful.

And how do PAGERIE pieces align with both your personal style and the aesthetic of Venus et Fleur?

I think PAGERIE is just so beyond beautiful. The attention to detail, the leather, the stitching, the hardware, just the thought process. It feels so meticulous and thought out when you touch the pieces and put the pieces on. The stitching is so thoughtfully created. The hardware too. Just the texture of everything feels very, very high quality.
And I think how that aligns with Venus et Fleur is that our brand pillars are luxury, quality, and innovation. And that is something we stand by with everything that we do. And I see a lot of those similarities in PAGERIE, honestly. It feels like you have very similar brand pillars to us.

“...I said he’s mine. He’s perfect. And he has proven to be utterly perfect ever since.”

It’s incredible how brands in different categories can share the same values.

Absolutely. It definitely is the future of brands.
I think that you can own an entire category in a completely different sector, but there could be some sort of overlap. And that's why I think collaborations are so interesting for brands because you can have similar values that do completely different things. And when your brands come together, they bring something really beautiful into the world. Those clients then fall in love with this other; they can fall in love with both brands, right? Because they believe in those values.

How do you balance your career with family and being a dog mom?

I would say it's tough to find an actual balance, right? The only thing you can do is try your best and time block and make sure you make it a priority to spend time with your family. So make sure that they get that time. And then also the dogs, they want to be loved too! I think the best thing we can do is just spend time with the families. We like to go to the park, take the dogs and let them all run around. It’s an easy place for everyone to have a good time; it’s just the simple things you can do as a family. And that's kind of like the memories that we try to create.

SHOP SEEMA'S PAGERIE PICKS