14 | LUXlife Magazine of the client that covers everything from their stylistic preferences to their specific needs. As Flo explained: “Whether a client has a clear vision or needs inspiration, we prepare several mock-up variations exploring colour schemes, textures, and stylistic options – offering guidance where needed yet still respecting their unique taste.” Visits to the site itself and detailed proposals ensure a smooth project from start to finish, with Flo and her teams priding themselves on remaining agile and client-focused throughout. Working in and around London, a cosmopolitan market and one at the centre of stylistic trends, Joline & Flo is required to immerse itself in the city’s culture and remain abreast of the constant changes it undergoes. As calls for customised home décor and sustainable, ethical product sourcing become more and more widespread, Flo works tirelessly to hit these markers for her clients, providing them with a finished item that they can be proud of – without having to break the bank in the process. Committed to continuing to embody excellence as we move through the rest of 2025 and beyond, Joline & Flo is already working on expanding its collections, working with new and existing suppliers to enhance its portfolio. Flo is also passionate about driving sales, with plans to increase her team and potentially open up a showroom over the next few years also in the works. Whatever comes next for the business, the experience and dedication of its founder are sure to see it through. Reflecting on this award, Flo signed off by saying: “Whilst I am still learning and growing, I feel confident that we’re heading in the right direction. The vision is becoming clearer, and we’re committed to refining our approach, expanding our offerings, and continuing to offer both value and uniqueness in the premium home décor space.” Contact: Florina Moldovanu Company: Joline & Flo Ltd Web Address: https://jolineandflo.co.uk/ ounded on the back of a diverse career that covered everything from product management to retail and IT, Flo launched Joline & Flo around a year after being made redundant from the consulting role she was in at the time. The name of the company stems from the Hebrew word for grace and Flo’s own name, a combination she believes reflects her overarching vision that spaces need harmony and unity – something seen further through the gold circle in the company’s logo. Guided by the core belief that every space should serve as a seamless reflection of the unique personalities that inhabit it, Joline & Flo rejects a one-size-fits-all approach and has instead carefully curated a collection of diverse home furnishings and accessories, spanning everything from white-label sofas and tables through to specialty, made-to-order pieces. The definitive sense of luxury that underpins this portfolio can be felt through the inclusion of work from such leading brands as Binova, Rezas, Fabbian, and DCWéditions. Taking a full-service approach to home furnishings, Joline & Flo not only offers such staples as rugs, chairs, and lighting solutions, but it also goes one step further by offering an innovative range of advanced smart home automation systems and appliances. Utilising the quality products of both Falmec and Grenton, the cutting-edge technology inherent across these systems sees function effortlessly blended with style – seamlessly turning every space into the pinnacle of possibility. “Beyond products, we provide bespoke interior design services for both residential and commercial projects, including construction, hospitality, and workplace solutions.” Serving as the one-stop shop for all of its clients’ clients décor and design needs, the commitment Joline & Flo has to merging premium products with unprecedented accessibility sees that luxury is no longer out of reach for those who desire it. Thanks to its exclusive cultural collections – including the French-inspired Maison Prestige, the Italian-based Dolce Vita, and the modern, sophisticated Joline White Label – the company can craft aesthetic, deeply personalised spaces that speak directly to the soul. Although it may still be in the early stages of building its project portfolio, Joline & Flo is making its presence felt by leveraging strategic partnerships with experienced designers and premier suppliers alike. With such a robust network to boot, the company is able to approach each project holistically, beginning by nurturing a deep understanding Best Luxury Home Furniture Designer 2025 – London When Joline & Flo Ltd was first established in 2022, it was done so to make the world of premium home décor more accessible – without losing the luxury touch that it is rightfully synonymous with. Launching to the public in late 2024 after an early release for its suppliers, the company has specialised in the bespoke, modern, and aesthetically rich ever since. Founder Florina “Flo” Moldovanu was on hand to tell us more about her award-winning business. F
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