The independent florists delivering cool and creative blooms in London

Ellen Millard

8 February 2021

The capital’s floral industry is coming up roses, with a fresh bunch of creatives delivering impactful and design-led bouquets in and around the city

8 February 2021 | Ellen Millard

Seasonal, sustainable and stylish are the bywords for a new generation of florists in London, whose experimental arrangements are bringing colour and joy to the capital. From single stems grown and cut in Kent, to large bodacious bouquets made using rare and unique flowers, a handful of creative florists are shaking up the industry. Here’s our pick of the bunch.

SAGE Flowers

Romy St Clair and Iona Mathieson had no experience in floristry when they founded SAGE Flowers. Starting out at a pop-up market in a car park in Peckham, the duo threw away with the proverbial rule book and created experimental and unique bouquets inspired by more unusual flowers and foliage. In the three years since, the pair have created installations for the likes of Fenty, Gucci and Stine Goya, and built a sizeable following in the capital and beyond. A selection of seasonal bouquets are available to buy through the brand’s website, with each bunch beautifully wrapped and delivered from the Peckham store.

From £30, sageflowers.co.uk

Rebel Rebel

Founded in 2000 by flower fans Mairead and Athena, Rebel Rebel’s flamboyant blooms have caught the eye of brands such as Aston Martin, Harrods and Dior, who have all enlisted the help of Rebel Rebel’s wizard florists. Alongside designing installations for weddings and events, the brand offers a selection of hand-tied bouquets crafted from seasonal flowers and foliage for delivery, with all flowers bought fresh from New Covent Garden Flower Market each day. Looking for something a little different? Opt for the Flowers in a Handbag bunch, which arrives in a vintage 1950s handbag.

From £30, rebelrebel.co.uk

JamJar Flowers

Following a career as the founder and director of modelling agency Take 2, Melissa Richardson launched JamJar Flowers in 2009 as a hobby to keep her busy during retirement. Instead, the company became a full-time job, and today, with the help of co-director Amy Fielding, Richardson creates beautiful installations for venues such as Spring, Sketch and Chiltern Firehouse from her studio in Kennington, with individual bouquets also available for delivery. The brand’s signature aesthetic is inspired by the Sussex woodlands that surrounded Richardson’s childhood home, with each JamJar Flowers bunch reminiscent of wildflowers.

From £50, jamjarflowers.co.uk

That Flower Shop

Sustainability is at the core of That Flower Shop, a Shoreditch-based independent florist founded by Hattie Fox in 2012. Operating its own farm and cutting patch in Kent, the brand uses slow and sustainable farming methods to grow a variety of flowers, which are either used in the east London boutique and studio, or sold wholesale to other florists. That Flower Shop offers a selection of made-to-order bouquets, from single stems to large, seasonal arrangements.

From £10, thatflowershop.co.uk

Scarlet & Violet

Vic Brotherson started her floristry journey manning Wild at Heart’s Westbourne Grove flower stall, before founding her own company, Scarlet & Violet, in 2006. Located in Kensal Rise, the brand has a distinctly bucolic aesthetic, creating impactful bouquets reminiscent of a bright and overflowing garden. Made using fresh and seasonal flowers, every Scarlet & Violet bouquet is different but a menu on the brand’s website gives an idea of what to expect. Choose from a selection of styles, or ring the shop to discuss a bespoke order.

From £30, scarletandviolet.com

Petalon

Husband-and-wife team Florence and James Kennedy founded Petalon after spotting a gap in the market for beautiful but reasonably-priced blooms. Utilising James’s bicycle manufacturing business, and inspired by their shared commitment to sustainability, Florence began hand-delivering bouquets 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 offers just two bouquet styles a week in a bid to minimise waste, with new arrangements launching every Friday.

From £42, petalon.shop

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