🍃 💕 🌱 Spring Special - meet Flowers by Daisy 🌱 💕 🍃
It's a joyful time when daffodils begin to appear in abundance and the world starts to turn thickly green. For us at Pearl & Groove, it means that creme egg brownies and hot cross bun cakes are just around the corner, but for a florist, as flowers bloom, Spring is a celebration of what constitutes their very trade. So what better way to welcome Spring, than to have a little chat with our most favourite florist, Flowers by Daisy.
Can you give us a quick run through of your floral journey? Why did you want to be a florist and how have you got to where you are now? After I graduated I worked in a dreadful office where I felt stifled. I knew I didn’t want the sort of life I was living. So I set about changing it; I loved flowers and wanted to do something creative. I started as an intern at Jane Packer and did some freelance work for other florists’ including a bonkers wedding in Baku with Shane Connolly & Co. I knew pretty quickly that I wanted to work for myself and have slowly but surely built up my reputation over the last 3 years.
What did you want to be when you were very little? Lots of things! I loved babies and had millions of dolls. My Grandpa was a GP and there was a time when I wanted to be a doctor. Then I realised you had to be good at science which I was hopeless at. I was always better at English, and I’ve always loved writing stories. Not fantasy stories, stories about real things. The real world has always held enough wonder for me. When people say ‘would you go into space?’ I think, are you kidding, isn’t the world wonderful enough for you?
What do you find the most challenging about floristry? Floristry is extremely hard work physically. Flowers require a lot of careful attention, like children! But they are rewarding too, beautiful and endlessly fascinating.
And about running your own business?! Self-motivation over a long period of time is very hard. You have to find the energy to keep things moving forward all the time. Every single thing requires a huge amount of work. You need tenacity above all else.
Any tips for early starts? Early alarms are awful! There is no getting around it. I don’t think there’s such a thing as a ‘morning person’ - just people who can get on with it with a smile. My advice would be get up fast, don’t linger and find something worth getting up for. I love to drive in London before dawn, the lack of traffic is a luxury and the sleeping city is mine.
If flowers could walk down catwalks, what would be seeing on the runways for this S/S17 season? Right now Icelandic poppies are big business. Oh, and Butterfly ranunculus!
What can’t you live without? My friends. Cliched but true.
Who or what do you find inspiring? Oh so many things. We are so lucky to live in London. New Covent Garden flower market of course. But also art, fashion, music, radio, books, magazines, podcasts, walking.
I am very into old things and people. I think everyone is too focused on the young and the new nowadays. I love grandparents, antiques, letters, old stories, old songs.
Where would you go for breakfast, lunch and dinner (separate meals) if they were your last on earth?
Breakfast – Tea and toast brought to me in bed by my boyfriend
Lunch – A picnic on the beach in the South of France with fresh baguette, stinky cheese, peaches and lots of rose
Dinner – Drinks in Soho on a sunny summer’s evening, followed by dinner with my family at the Royal China in Queensway.
Talk us through what you’d do on a Pearl (truly virtuous) day and a Groove (really indulgent) day? I'm not really into extremes – I try to have a bit of both every day. Yoga is when I feel most virtuous. Sleeping in is my greatest indulgence. I feel cheated if I don’t get a Sunday lie-in.
Finally - if you could learn one skill over night, what would it be? Grace. I’m incredibly clumsy unfortunately.
Daisy does flowers for all sorts of events, photoshoots, weddings and parties, and runs a flower delivery subscription service across London. Find out more by visiting her lovely website, flowersbydaisy.co.uk, or have a look at her Instagram for floral inspiration, or simply a bit of cheer.