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