Gar­dens

Want pretty blooms with­out the time-con­sum­ing up­keep? En­ter new Bri­tish brand Fox Flow­ers

ELLE Decoration (UK) - - Contents -

Meet Fox Flow­ers, the new Bri­tish brand de­sign­ing, man­u­fac­tur­ing and sell­ing beau­ti­ful and re­al­is­tic faux blooms

Fox Flow­ers is fill­ing a hole in the in­te­ri­ors mar­ket: its unique prod­uct is amaz­ingly re­al­is­tic fake fo­liage. Cou­ple Laura and An­thony Smith had been run­ning Olive & The Fox, their light­ing and home­ware shop, since 2007. Be­fore the store be­came on­li­neonly, Laura, a for­mer graphic de­signer and pho­tog­ra­pher, was imag­i­na­tively styling its in­te­ri­ors, mak­ing use of fresh blooms. ‘They were an ex­pen­sive lux­ury, but the al­ter­na­tive – ar­ti­fi­cial flow­ers – were re­ally aw­ful,’ An­thony re­calls. So, they put their minds to cre­at­ing new ar­ti­fi­cial stems, buds and blousy fo­liage to use them­selves. Cus­tomers kept want­ing to buy the dis­plays, so the duo started de­sign­ing and sell­ing a small col­lec­tion on the side. ‘They sold out so quickly that we de­cided to turn our faux flow­ers into a sep­a­rate busi­ness,’ says An­thony.

How do they make them so life­like? ‘A bunch of flow­ers that are all in full bloom is eas­ily iden­ti­fi­able as be­ing fake,’ ex­plains An­thony. So, they have a mix: the creamy mag­no­lia stems (right, £26 each) fea­ture both yet-toopen buds and full flow­ers that look as though they’re about to shed petals. All have bend­able wire stems to fit any vase, and are sold in­di­vid­u­ally as well as in pre-made bou­quets. ‘ You won’t find stiff, for­mal ar­range­ments,’ says An­thony. ‘Ours are more or­ganic – a bit rough around the edges.’ (foxflow­ers.co.uk).

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