MY COUNTRY BUSINESS
Florist Sophie Hill
Sophie Hill creates exquisite floral creations from her workshop in rural Kent
In the rural Kent village of Hawkhurst, Astilbe & Sorrel, an independent florist founded by Sophie Hill, is raising the bar with exquisite floral creations and is fast becoming the go-to creative for unique floral designs that know no boundaries. Working from her shop within the Victorian walled nursery in the village, Sophie produces bouquets, hand-tied posies, wedding and party venue floral dressings and occasion flowers. ‘My customers have been so supportive since I started three years ago
– it is great to be doing something I am truly passionate about,’ says Sophie.
Having trained as a fashion journalist and worked in London as a music editor, Sophie wanted to escape city life and returned to her country roots to work for a children’s charity and then as a personal assistant for a family in Rye. ‘They had an old-fashioned cutting garden and could see how much I loved the flowers, so they asked me to make arrangements and posies for their dinner party guests and also sent me on a Sarah Raven flower-arranging course, which was the catalyst for everything. I met a lady on the course who gave me the inspiration to believe in myself. She told me to “be bold” – she saw something in me and spurred me on to follow my heart,’ says Sophie.
Within weeks of finishing the course, Sophie began approaching flower shops in Rye and Tunbridge Wells, offering to work for free in her spare time, in exchange for experience. ‘I knew I already had an eye for colour and detail, but the work experience opportunities gave me the technical sharpness that I was missing,’ she says.
At the same time, the organisers of the Benenden music festival – which is held near to Sophie’s home – asked her to help out with floral displays. ‘I needed baskets to finish the look and met Emma and
Monty – owners of The Walled Nursery in Hawkhurst – who agreed to provide free baskets in exchange for tickets,’ says Sophie. ‘We got to know each other and they invited me to look at their workshop space in the nursery and offered me the chance to rent the former head gardener’s estate office.’
The barn-like outbuilding still had the original seed cabinet on the wall, complete
with the antique brass letters for storing seeds alphabetically, and the original
French slope desk. ‘These pieces of history captivated me and the slightly scruffy, lived-in feel felt like the perfect place for me to have the freedom to create,’ says Sophie. ‘The location is wonderful – I work surrounded by plant-filled Victorian glasshouses and beautiful countryside.
The recent addition of the Vinery Café, which serves seasonal dishes, encourages customers to visit us as a destination.’
Sophie jumped at the opportunity and Astilbe & Sorrel launched in April 2014, just 12 months after she had finished her course. The name came about because astilbe is one of Sophie’s favourite flowers and sorrel is a word she loves, as well as being a herb that often features in her work.
‘The business came together so quickly that I didn’t have time to worry. Life is much busier, but I am so much richer emotionally because I truly love what I do. All my ideas are unplanned, designs flow with what is available seasonally and it is rare for me to make the same bouquet twice. I buy online from international flower sellers and from a local cutting garden in Benenden. A lot of thought goes into each design – I am picky about fragrance and colour palettes, and my designs all sit together tonally. There is a huge sense of fulfilment when customers are moved by my work – the “wow” moment makes it worth all the effort.’
Sophie launched with just £2,000 of savings, doing all her own buying, marketing and promotion. Her varied career background and skill set have really helped and saved her money by allowing her to do most things in-house. ‘I did invest in my logo, which was created by a friend who designs graphics for record sleeves. Social media has been key and interest from local schools – Saint Ronan’s, Benenden and Marlborough House – has been invaluable for introducing me to an appreciative customer base.’
Designs range from simple bouquets and seasonal door wreaths to elaborate country wedding and party marquee set-ups – think ceiling garlands of delphinium, larkspur and roses, scented jasmine bridges and floral woodland gazebo canopies. Sophie’s trademark style is beautiful but never ostentatious; understated and always elegant.
With workshops planned for next spring and talks about launching a mail-order delivery service at some stage in the future, it is likely that Astilbe & Sorrel’s fresh style could soon be appreciated nationwide.
‘Customer reaction when they first enter the shop – some stand and inhale the amazing scent, while others get up Close to Check if the flowers are real’