About Lucinda
I’ve always been obsessed with the relationship between people and their surroundings – the way a room can shift a mood, a flower can stop you mid-sentence, or a well-kept desk can make a hard day feel possible. The Blooming Desk is where I finally started following that obsession properly.
By trade I’m a marketer, with an academic background in Communication Science and Industrial Psychology, so I come at all of this from the meeting point of behaviour, environment and meaning. I’ve spent years helping people and organisations tell truer stories about who they are, trained along the way as an NLP practitioner.
Lately my curiosity has turned to biophilia – our deep, wired need for nature – and to what happens when we don’t just add a plant to a room, but design experiences that genuinely reconnect us with the living world: growing, making, touching, noticing. Tending a garden of dahlias, pressing petals into handmade paper, collecting observations like small treasures, to me these aren’t separate hobbies. They’re the same question asked in different ways: how might we design a life that feels good to inhabit?
I don’t think we have to accept modern life’s default settings. We can experiment, try a small thing, notice what shifts, keep what works. The Blooming Desk is my ongoing experiment.
When I’m not at my desk you’ll find me hunting vintage treasures, hiking, dancing, or out in the garden with soil under my nails. I have two daughters in their twenties and work from home in Johannesburg, where most of these experiments begin.
If you’d like to understand why The Blooming Desk exists, I’ve written about the journey that led me here.
Say hello
For anything at all, a question, a collaboration, an idea for a salon – email :
lucinda@thebloomingdesk.co.za
The letter
I write about biophilia, intentional living and the environments that shape how we work and feel.