Nele Ost
Creative Director of Daniel Ost
Born between flowers, Nele Ost quite literally grew up inside the family atelier. Her mother went into labor in the shop itself, and from her earliest days, flowers were her world. Childhood was spent among florists, clients, and bouquets; by the age of six she was secretly crafting her own arrangements and hiding them among the professionals’, with clients unknowingly buying her creations.
Like many daughters, she once rebelled and followed a different dream. Nele studied hotel management, worked in luxury hotels in London, and managed corporate events in Belgium. But flowers called her back. Returning to the family house, she started from the ground up, not as the heir, but as one florist among many, determined to prove herself through hard work and passion.
In 2019, she became Creative Director, bringing a philosophy that is at once architectural and romantic: the sculptural discipline inherited from her father, and the vibrant warmth of her mother. Fashion remains a deep source of inspiration. Collections, fabrics, and colors often inform her work, but so too do travel, food, and the subtleties of atmosphere.
From intimate bouquets to monumental installations, Nele is hands-on. She works in boutiques, on international sites, with private clients and global maisons alike. Every project receives her equal care, whether a simple bouquet or a royal wedding.
In 2025, Nele’s vision took to the seas with the VIP maiden voyage of Luminara, the Ritz-Carlton Yacht Collection’s new superyacht. Celebrities and cultural icons, from Naomi Campbell to Martha Stewart, celebrated amidst her designs, a testament to how far her artistry has traveled, yet always rooted in her Belgian soul.
Her work has been featured in leading magazines, newspapers, and cultural collaborations, but recognition is not her goal. What defines her is approachability, vision, and the ability to translate a client’s dream into floral poetry.
“For me, flowers are memory made visible. They hold a moment, a gesture, a feeling. And turn it into something you can touch, breathe, and never forget.” — Nele Ost