Muse Series
Flóra Együd: Following the Compass of Curiosity
A conversation on intuition, identity, and the objects we carry through life.
“Sometimes the most important
thing is simply taking the first step in the direction you feel drawn to.”
Creative Partner. Producer. Thinker and Curator.
There are people who move fluently between worlds — in front of the camera and behind it, between intuition and structure, between image and intention.
Flóra Együd is one of them.
After years of working internationally as a model, she gradually stepped into a new role within the creative industry. Today she works as an independent creative partner and producer, helping brands, founders, and teams translate ideas into clear, thoughtful projects. Her work often sits at the intersection of strategy and aesthetics, guiding ideas from early concept to execution.
Curious by nature, she has always been drawn not only to the visible result, but to the process behind it — the decisions, the direction, the invisible structure that holds a project together.
In our conversation, we speak about identity beyond roles, learning to trust intuition, navigating transitions between cities and careers, and the objects we carry with us along the way.
On identity
You do many different things.
How would you introduce yourself today?
It’s an interesting question, because professionally I usually say I work as a creative partner and producer — which is quite broad. But the truth is, I’m an endlessly curious person.
That curiosity is probably why I’ve never been able to narrow myself down to one thing. Over the past ten years, whatever I was doing, I was always interested in everything around it. Even when I was modeling, I was just as curious about the stylist, the photographer, and where decisions were being made.
Later, when I moved into producing, I found myself drawn to the strategic side — becoming a kind of bridge between creatives and clients. That’s where I felt I could contribute the most.
That’s also why I like the term creative partner. I understand what the client wants, but I also genuinely enjoy being part of the creative thinking and bringing an idea to life. The definition is still evolving — just like life itself.
“I’m an endlessly curious person. That’s probably why I’ve never been able to narrow myself down to just one thing.”
As a model, you were often part of someone else’s narrative. When did you start feeling the desire to shape your own?
Very early on. I started modeling at seventeen, which is such a formative age, and quite quickly I felt a kind of frustration — that this wasn’t entirely mine.
At first it was exciting. I’ve always loved new experiences. But over time I started asking what might come next.
That question became stronger around Covid. I had just finished university, and I began thinking more seriously about where else I wanted to grow. I never wanted modeling to be the only thing I did — it felt more like a persona than my full identity.
Having spent years surrounded by creatives, moving further into that world felt natural. Covid pushed this even more — I had to organize shoots myself, stepping into producing almost without planning it.
Since then, these roles have layered onto each other: strategy, creative direction, agency work, producing, and now photography. I’ve learned to accept that this multiplicity is actually part of my path.
“When people constantly comment on how you look, it creates a strange dissonance. In my mind I never looked exactly the way others seemed to see me.”
As a model, your body was also your instrument.
How do you relate to your body today?
I consider myself lucky, because many people in this industry develop a difficult relationship with their bodies.
Of course I wasn’t immune to comments — often from people who are supposed to support you. But thanks to my upbringing and my background in sports, I was able to keep a certain distance between how I look and who I am.
I was never the most obedient model. There were always suggestions about how I should look, but I couldn’t sacrifice things like eating properly just to meet those expectations.
Constant feedback about your appearance creates a strange dissonance. In my own mind, I never looked the way others seemed to see me. It’s quite surreal to be evaluated primarily based on how you look.
On presence
What does presence mean to you today?
To me, being present means living consciously — being connected to my body, to others, and to what’s happening around me.
I’m very observant and tend to notice small details, whether that’s in people, spaces, or moments. Because of that, I place a lot of value on beauty — not just aesthetically, but in the way things feel.
A practice I do to ground myself is breathwork and it has become a very integral part of my life for the past 2 years. Sometimes I combine it with meditation but breathwork in itself is so physical - in a matter of a few minutes, it brings you into a state where you can observe your thoughts and be present. It's incredible.
You live in London but you have Hungarian roots, and also spend a lot of time in Mallorca… Where do you feel most at home? What does the idea of home mean to you?
If you had asked me this over the past year, the answer would have been different every time.
Right now I feel like I’m in a transition — between an older version of myself and a new chapter that hasn’t fully formed yet.
London still feels like a strong base after eight years, but at the same time I’m curious about other environments.
For me, home is deeply connected to my surroundings — my space, my objects, the small ecosystem of my life. I can travel for long periods and still feel relatively grounded, but returning to my own space always feels different.
In many ways, I still feel like a bit of a nomad.
“Intuition is always there. We just learn to ignore it.”
Do you remember the moment when you first felt: ‘this is the right direction for me’?
I think I’m still searching — and maybe that never really ends.
But one early moment stands out: London. I first visited when I was thirteen and knew I wanted to live here one day.
When I finally moved, it felt like I had honored something I had promised myself. And I could see that opportunities opened up that might not have existed elsewhere.
I’ve learned that the path often reveals itself step by step. Sometimes you get small signals that you’re moving in the right direction — even if you’re not fully there yet.
On jewelry and pieces that become part of us
Is jewelry part of your identity, or more like adornment — something you wear occasionally?
There are pieces I’ve worn almost continuously for ten years. I sleep in them, travel in them — they’ve become part of my identity.
Of course I also wear jewelry for special occasions, but everyday pieces carry a different meaning. Many of them feel like talismans — connected to people or moments in my life.
A dainty gold chain with an evil eye from my days in Istanbul is very special to me. I also had a Tiffany bracelet I wore for years before losing it — that was genuinely painful.
And I always wear a simple gold hoop. It’s become a signature piece — without it I almost feel… unfinished.
How did you first encounter The Sentimentalist?
It started with you, Dorka.
We connected on Instagram — I saw your collaboration with Heni Barabás, and since we already knew each other from modeling, it immediately caught my attention.
Then I started following your work — the custom rings, the studio, the whole world around it.
What resonated with me was the combination of your personality and aesthetic, and the feeling of the brand as a whole.
And I love the name The Sentimentalist. I feel very connected to that idea
On being a woman today
What does it mean for you to be a woman working in the creative industry today?
In my experience — especially in London — success today depends less on gender and more on presence, confidence, and communication.
In some ways, choosing to work with a woman has even become a statement. But overall, I think it’s a very exciting time.
There are so many opportunities to collaborate and build a career aligned with what you genuinely resonate with.
I also really enjoy working with women — the energy, the sensitivity, the way ideas evolve together.
Lately I’ve been photographing more, mostly women. Having been on the other side as a model, I understand that dynamic — and exploring my own perspective through that has been very exciting.
Is there a quality you once considered a weakness but now see as a strength?
I’ve never been very good at staying within traditional structures — whether that’s a job or simply staying in one place for too long.
At times that’s been frustrating, because some things require patience. But it has also helped me adjust my path and avoid situations that slowly drain my energy.
I’ve learned to trust that internal voice — the one that tells you when something isn’t right.
Even if you don’t yet know where you’re going next.
If you could share one piece of advice with another woman on a creative path — especially during a difficult moment — what would it be?
Trust your intuition.
Everyone has it, but many of us learn to ignore it. Even if you don’t see the full path, you can usually feel the direction you’re drawn toward.
We often get stuck because we want to see the whole picture before taking the first step. But progress doesn’t work that way — it unfolds step by step.
Many people stay in familiar situations because they feel safe, but that can lead to stagnation.
Following intuition takes courage, especially when it leads into the unknown. But if we ignore it, something inside us remains unexpressed.
What have you been listening to lately — while working or at the end of a long day?
Something like Hu Man by Greentea Peng, or Her Eyes by Charlie Jeer.
Is there a place — in Mallorca or London — that you find yourself returning to?
De monio for coffee in the mountains, Hotel Corazón for a sunset drink after a swim at the secret beach out the back. In Spain I take it easy, eating at pretty much any tapas bar will do it for me, in London I like to experiment. Some of my favourite spots are Berenjak (incredible Persian food) and Kiln (Thai grill heaven).
Was there a visual experience or exhibition that stayed with you?
I absolutely love the greenhouse at Parc de la Ciutadella in Barcelona, it's just stunning. Also really liked the collection of works from Spanish artists at the Fundación Juan March in Palma.
What are you reading at the moment?
The Fran Lebowitz Reader — a classic I had to read. She is an icon.
If you had to share a few favourite places in Mallorca — the ones you’d recommend as an insider — what would they be?
Lafiore is a heritage glass brand made in Mallorca, their workshop is close to Valldemossa, they have the most beautiful glassware. Everybody needs one of their olive oil bottles.
Calma Pilates is the most beautiful studio run by two Mallorquin sisters, that is a dream.
Blai in Port Sóller is run by a lovely team, I had the best burrata dish of my life and some of the best natural wine.
Listening to Flóra speak, one thing becomes clear: identity is rarely a fixed destination. It unfolds through curiosity, through movement, through the quiet courage to follow intuition even when the path isn’t fully visible.
Sometimes what guides us is a city.
Sometimes a daily ritual.
Sometimes a piece of jewelry worn so often it becomes part of our skin.
And sometimes, simply the inner compass that tells us where to go next.
The Sentimentalist pieces featured: