Seasonal, sustainable and stylish are the epitome of a new generation of florists in London, whose experimental arrangements bring color and joy to the capital. From individual stems grown and cut in Kent to large bouquets of rare and unique flowers, a handful of creative florists are shaking up the industry. Here is our selection.
Romy St Clair and Iona Mathieson had no floristry experience when they founded SAGE Flowers. Starting with a pop-up market in a parking lot in Peckham, the duo tossed the proverbial rules away and created experimental and unique bouquets inspired by more unusual flowers and leaves. In the three years since then, the two installations for greats like Fenty, Gucci and Stine Goya, building a sizeable following in the capital and beyond. You can purchase a selection of seasonal bouquets on the brand’s website, with each bouquet beautifully wrapped and delivered by the Peckham store.
From £ 30, Salbeiblumen.de
Founded in 2000 by flower fans Mairead and Athena, Rebel Rebel’s extravagant blooms caught the attention of brands like Aston Martin, Harrods and Dior who all enlisted the help of Rebel Rebels Magic Florists. In addition to creating installations for weddings and events, the brand offers a selection of hand-tied bouquets of seasonal flowers and leaves for delivery, with all flowers purchased fresh each day from the New Covent Garden Flower Market. Looking for something else? Opt for the Flowers in a Handbag bouquet, which comes in a vintage handbag from the 1950s.
From £ 30, rebelrebel.co.uk
Jam jar flowers
After a career as the founder and director of the model agency Take 2, Melissa Richardson started JamJar Flowers as a hobby in 2009 to employ in retirement. Instead, the company turned into a full-time job, and today Richardson, with the help of co-director Amy Fielding from her Kennington studio, creates beautiful installations for venues like Spring, Sketch, and Chiltern Firehouse, with individual bouquets also available from suppliers. The brand’s signature aesthetic is inspired by the Sussex forests that surrounded Richardson’s childhood home, with each JamJar Flowers bundle reminiscent of wildflowers.
From £ 50, jamjarflowers.co.uk
This flower shop
Sustainability is at the heart of That Flower Shop, an independent florist based in Shoreditch founded by Hattie Fox in 2012. The brand operates its own farm and slot in Kent and uses slow and sustainable growing methods to grow a variety of flowers either used in the East London boutique and studio, or sold wholesale to other florists. That Flower Shop offers a selection of bespoke bouquets, from single stems to large, seasonal arrangements.
From £ 10, thatflowershop.co.uk
Scarlet & Purple
Vic Brotherson began her floristry journey with the Wild at Heart flower stand in Westbourne Grove before starting her own business, Scarlet & Violet, in 2006. The Kensal Rise-based brand has a decidedly rural aesthetic and creates impactful bouquets that resemble a bright and overflowing. remember garden. Made from fresh and seasonal flowers, each bouquet of scarlet and purple is different – but a menu on the brand’s website gives an idea of what to expect. Choose from a selection of styles or call the shop to discuss a bespoke order.
From £ 30, scarletandviolet.com
Florence and James Kennedy founded Petalon after discovering a niche in the market for beautiful but inexpensive flowers. Inspired by their shared commitment to sustainability, Florence began handing out bouquets of flowers on her bike in east London. Today the company is based in Cornwall (where the couple grow their own flowers) and delivers nationwide via a carbon neutral courier seven days a week. Petalon only offers two bouquet styles per week to minimize waste, with new arrangements coming out every Friday.
From £ 42, petalon.shop
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