Has floristry always been your passion and what inspired you to start your own business?
My flower journey really began when I was just a small child, we had a big garden growing up and my Nanna used to grow many different varieties of roses which I used to enjoy picking and making into perfume! I’ve been entranced with flowers ever since. After completing a degree in Fine Art I was fortunate enough to get a job at a Florist in Sheffield, although after a while I began to feel creatively frustrated. I wanted to work in a more natural, garden style and there was nothing really around like that at the time. I founded Swallows & Damsons just over seven years ago so I could create the style of flowers I wanted to.
What were the biggest challenges you faced?
The flower shop was a huge challenge. When we first opened the space looked like a 1980s browning, stuffy office, with strip lighting and crumbling ceiling tiles. The more we knocked down walls and brought down ceilings, the better we felt.
You’ve amassed a huge following on Instagram - how important has social media been to the success of your business?
Instagram has given us international reach and influence. I am constantly inspired by the work of other florists, artists, photographers and it’s incredible to be able to connect with them instantly.
What’s the best thing about your job?
We get to work with flowers all day. We get to know customers and are privileged to be involved in some of the most significant times in their lives.
What has been your career highlight(s)?
Making a bouquet for the Queen of England was a highlight.
Where do you find inspiration for your floral designs?
I’m influenced by everything that’s around me, from art and design, fashion and interiors, to Dutch still-life paintings and nature itself.
What are your favourite flowers?
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Spring – Ranunculus
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Summer – Peonies
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Autumn – Dahlia
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Winter – Hellebores
What’s advice would you give a budding florist just starting out?
Run your own race and don’t compromise.
What are your plans for the future?
We hope to continue creating a brand that has an international creative influence, while remaining a local shop in the heart of the community; a family business with old-fashioned values.
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