Forget everything you thought you knew about floristry, because there’s a new wave of names injecting contemporary energy into the blooms we can buy on the high street, as well as those we take inspiration from on our Instagram feeds.
Gone are the days of slightly sad bunches of carnations or a dozen classic red roses being the only options to consider. These new-gen florists, who mostly work out of London, are picking blooms that deliver a fresh take on arrangements, and masterminding events that allow their creativity to run wild..
But don’t be fooled into assuming this is a job for those that long to spend languid days pondering which dahlia goes with which geranium. The reality is very early starts, and working with a short shelf-life product that sets its own deadlines. The Sage girls – who you can see from Instagram Stories have had to make 4am starts part of their routine – can back this up. “Things coming to the end of their season is always sad,” Iona explains. “We miss peonies and sweet peas, but it makes it even more exciting when they come back the following year. Winter can be pretty uninspiring for me in terms of what's available to work with.” “Plus, sometimes practicality defeats creativity,” Romy adds.
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