SPOTLIGHT ON SAGE FLOWERS
The contemporary floristry duo on festive foliage and driving change in the industry
The flourishing modern florist
Florists Iona Mathieson and Romy St Clair live and work in one of south London’s most eclectic neighbourhoods. Nestled among the shopfronts of Peckham’s iconic Rye Lane, their pared-back space represents a fresh approach to floristry. In early 2018, a chance meeting between the friends sparked the vision for their flourishing business. Both had left behind successful careers to follow their dreams of working in floristry: ‘I was a management consultant,’ explains St Clair. ‘My strengths lie with planning and numbers, but I yearned for something more creative.’ Meanwhile, Mathieson had enjoyed a decade in the hospitality industry: ‘I worked in London and Hong Kong, which I loved, but I wanted something more stable with no late-night finishes!’ After a series of initial pop-ups and workshops, in 2019, the duo established a permanent home in Peckham for Sage Flowers. Mathieson and St Clair’s unique approach to floristry shines through in their striking contemporary compositions. ‘We’re known for our unusual combinations of flowers, textures and colours. Our arrangements are constantly evolving as our tastes and influences change, which sets us apart from many traditional florists,’ explains St Clair. As for the ethos of the business, Mathieson expounds that it’s all about sustainability and accessibility: ‘Flowers are a luxury product,’ she elaborates. ‘But that doesn’t mean they shouldn’t be enjoyed by everyone.’ Juggling workshops and private commissions, the co-founders have also launched Futureflowers, a free training programme for budding florists of non-white ethnicities. ‘We’d felt uncomfortable with the industry’s lack of diversity since our inception,’ explains St Clair. ‘Lockdown gave us time to reflect, and the recent civil rights movement motivated us to establish Futureflowers, with the aim of helping to support a new generation of diverse and ambitious florists.’
As the pair immerse themselves in the festive season, foliage and dried flowers are key. ‘It’s hard to work with an abundance of flowers in the winter while remaining environmentally conscious. By focusing on varieties of pine or beautifully textured lichen on branches, you can create something simple but impactful,’ enthuses St Clair. ‘Feathery white pine brings texture to an arrangement, and dried eucalyptus, Nigella pods and Amaranthus make worthy additions,’ suggests Mathieson. ‘Incorporating seasonal fruits, vegetables and outdoor plants into table displays works well, too,’ adds St Clair.
And what decorative flourishes do they add in their own homes at Christmas? ‘I’ve always lived in tiny flats with no space for a tree, but I recently moved, so I finally have room,’ smiles Mathieson. ‘I’m heading straight to Liberty to buy pieces that I’ll treasure year after year.’ For St Clair, traditions are key: ‘I do a tree with a theme. I love collecting a novelty bauble each year.
There are loads of great markets around Peckham, Greenwich, Battersea and
Vauxhall for finding unique decorations, and The Conran Shop is great if you want something special.’