IN FULL BLOOM
Meet the florists who are making big impressions
PAINTERLY PERFECTION
Hattie Fox draws on influences from the natural world, visual art and botany for her creations at That Flower Shop
How did it all start?
My relationship with flowers is more of a familiarity than anything else. I grew up around farmers and growers. I launched my business in 2011 working from my warehouse flat then moved to a studio in Hoxton and a flagship store in Shoreditch High Street. We work with a lot of seasonal British flowers and have a small cutting patch in
Kent so we have a low environmental impact. Sourcing responsibly is something that’s really important to us.
What inspires you?
Artists and photographers mostly, but also colour and form. Anything visual can be an inspiration, especially if you allow influences to come from outside your own industry. Our business is always evolving, and I love the fact that I don’t have to define myself by playing to a particular style or aesthetic.
Flower of the moment?
I love choosing ones that aren’t typically used as cut flowers. Currently I’m experimenting with viola, playing around with their stem length. They are the gift that just keeps on giving.
Your Christmas tipé You can’t beat winter hellebores mixed in with some soft pine and mistletoe. Just step away from the glitter and spray paint.
NATURE REINTERPRETED
From her studio in Cornwall, Susanne Hatwood of The Blue Carrot uses organic seasonal materials to create arrangements that are stunning in their simplicity and shares this vision in inspirational workshops.
What makes your business unique?
I’m inspired by nature, especially its imperfections. Flowers are another medium to express yourself, like painting or sculpture. I like things that are slightly yellowed at the edges, such as using material that’s on the cusp of decay to frame a perfect rose.
What inspires your work?
Movement is a key factor. I wanted to be a ballet dancer, which influences the way I put together flowers. Music too. Sometimes I listen to 60s jazz while working, at other times Nick Drake.
Plans for the future?
To make my business more sustainable. I used to buy in flowers during busy periods but I don’t want to do that now. It’s quite an art form, going down the lane and seeing what’s there that I can use. My classes are very small, often one on one. Students go into the garden and pick their own flowers and foliage. Generally we create a bouquet and a centrepiece but I like to throw in a wild card occasionally.
Any seasonal tips?
Buy a high street bunch then add to it. Look for twigs and unusual foliage on your doorstep or in friends’ gardens. Or go to a garden centre, find a potted plant such as a hellebore and snip flowers for arranging, then plant it in the garden for next year.
thebluecarrot.co.uk; @the_blue_carrot
Known for their fresh take on texture and colour, Iona Mathieson and Romy St Clair of Sage Flowers are game changers when it comes to diversity, too.
How did Sage get off the ground?
We launched in 2018. We knew the flowers we wanted to create. Our brand means a lot to us – flowers are transient, but you are left with the feelings they evoke.
What’s key to your creativity?
Clubbing, the way buildings look, nail and hair shops. Our shop is in Peckham, which is a fun area.
What’s the next big thing for you?
Our Futureflowers programme provides free training to people of non-white ethnicities to encourage diversity in the industry. Our summer events were cancelled, so we’re looking forward to doing those again. We’ll also be involved with more collaborations across fashion, beauty and homeware.
Your tips for festive displays… Flowers are not in huge supply at this time of year, so we focus on beautiful foliage using different types of pine, branches covered in lichen and holly. Dried flowers and grasses are going to be big this Christmas, too.
sageflowers.co.uk; @sage.flowers
Katherine Whitchurch of Suffolk-based Shida follows interiors trends to create bespoke arrangements using preserved flowers to complement a contemporary design aesthetic.
How did your passion for flowers start?
My parents are keen gardeners, so as a child I picked up their love of flowers. I launched Shida in 2018 when I was styling my new home. I wanted a longer-lasting sustainable alternative to imported cut flowers.
Where do you find creative inspiration?
Everything from interiors trends to woodland walks, an interesting colour palette or beautiful handmade ceramics. Floral design is now key for interior designers and fashion retailers, but can be enjoyed by everyone. Something as simple as arranging some pretty blooms in small vases brings such a sense of calm and well-being. I also find that Instagram is a great platform for engaging with our customers and I love seeing our flowers in their homes.
Pick a favourite flower… I love hydrangeas and it was these that first drew me to preserved flowers. They evoke memories of white-washed Cornish cottage gardens and I love being able to enjoy them all year round.
What’s coming next for you?
Having grown quickly from working at my kitchen table to moving into a new studio with a lovely team of florists, I’m enjoying developing our design process. I’m very excited about our newly launched capsule collection of everlasting wedding flowers and we’ll be adding new seasonal additions throughout 2021.