Mexico City-based creative designer Elidé Rangel is the force behind Florula, a brand that beautifully merges craft and design. From selling handmade felt toys in college to launching her own studio, Elidé’s path has been shaped by intuition, resilience, and a deep belief in the power of personal storytelling. Today, she mentors emerging designers, balances creative leadership with hands-on experimentation, and continues to push for more recognition of the value of design. We caught up with Elidé to talk about her roots, her inspirations across CDMX, and why trusting your own rhythm is key to a sustainable creative life.

Can you tell us a little about your first few steps in your design career?

I started selling my felt toys in my college and I felt I could keep exploring handcrafts. Then I got a job as an editorial designer and left that dream aside, until I decided to quit my job and give Florula a chance...

Tell us some of your favourite, creative people and inspiring places in your city!

OMG! From Mexico City; Gimena Romero, Yasmini Islas, Chula the clown and more and more! And my favourite places to get inspired are Chapultepec, Modern Art Museum and of course all the markets you can visit 🙂

What should emerging designers keep in mind as they begin their design career?

To always connect with theirselves through their own history; their background, lessons learned, mistakes, good decisions, bad decisions. The things that move them, worries, fears, dreams...all of that talks about you and only you. That connection is unique and will keep you in the right track...your track

Can you share the moment or experience that sparked your passion for design?

I think I had several key moments. But I think that after my return from Spain, and I felt that crafts and graphic design could live together.

What strategies do you employ to identify and create new opportunities for emerging designers?

From my current job I really appreciate to work every day with interns that bring new ideas and fresh perspectives. I always tell them to take advantage every day to learn as much as they can, always think of next steps and keep moving. I wish I could have more influence to actually create opportunities but for now I just can bring them open spaces for any idea or project they want to develop.

Looking ahead, what do you think are the key factors that will shape the global design landscape?

Create design communities to empower us and to colaborate. And also AI regulation

What are the core values or philosophies that guide your creative practice?

First, every new project I have to remind myself that the process is a constant learning and never foget to honor that i am giving myself a chance to explore new ways or apply what i've learned. And of course there is always a moment that I have to say to myself: "I will make this work, I always do...just trust"

What lessons from your early career have most shaped your leadership style and approach?

Trust myself, learn from others and be flexible.

What would you like to change in the design industry of your city?

Salaries! Design jobs are so underestimated and poorly paid. We need to bring back the real value of the visual communication.

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