For more information on Country Living Events for 2024, please contact Ellie Craig, Artisan Growth Manager at [email protected]
At Freddie’s Flowers, we deliver a carefully chosen selection of flowers straight to your door in a lovely brown box as often as you want it! You can send FF as a gift as well, in three different sizes: The Letterbox, The Classic, and The Showstopper (which are also available for yourself!)
I put a significant amount of thought into each arrangement, ensuring all the colours work beautifully together and that we are always selecting unique and interesting stems. I see them as a bit of floral artwork, which is then over to the customer to get creative in any way they want (though I do provide some arranging tips!).
We now have 100,000 customers across the UK and 25,000 in Germany, which is hugely exciting.
Well, it really all started because my mum and dad used to own a flower shop in Pimlico, London, which they owned throughout my childhood. So, I suppose I grew up surrounded by flowers.
I started Freddie’s Flowers back in October 2014, having finished working at Abel & Cole, the organic fruit and veg delivery service. So I put my knowledge of how they worked along with my passion for flowers and came up with Freddie’s Flowers.
In the early days, I was packing boxes out of a tent in my mum and dad’s garden in Wandsworth, delivering the boxes by milk float and knocking on doors near where Mum and Dad lived to get our first customers. I was getting up at 3 am each morning to go to the New Covent Garden Flower Market to choose the flowers with Mum, then bringing them home to pack them up and deliver them, followed by an afternoon and evening of door knocking. It was an exhausting time, but I loved it.
Well, you can’t beat a bit of alliteration…
I wanted FF to feel as personal as possible, and the name kind of does what it says on the tin. I am incredibly passionate about flowers and wanted that to come across everywhere, and I feel this name does that nicely.
I love being inspired by what’s going on outside in nature and in the world in general. I always make sure the colours of our arrangements are reflective of the seasons and what’s happening outside, but I also love creating slightly more zeitgeisty arrangements to reflect anything that’s going on culturally. We made an absolutely cracking Barbie arrangement recently…
First of all, I consider the seasons and what’s going on outside, and then consider what actual flowers are available at the time of year. This creates my flower palette, as I like to call it. I then think about my first flower, which I often like to try and make something a bit different; something our customers may not have seen before. The shape of this flower will define where it sits in the arrangement, either shorter around the edge or taller and in the middle. Depending on this, I’ll get to work thinking about the other flowers to accompany it. Shorter, more focal flowers around the edge, taller, more structural in the middle, and then always adding a bit of lovely foliage, either around the edge creating a bit of a nest or filling out the middle, or both.
Because we focus on a very small range of flower arrangements each week, we are able to make them each feel incredibly unique and different. They are really stylish, and I think the best-looking around. We work very closely with our growers, which ensures they are the freshest flowers you can buy and therefore last the longest. I also like to give lots of hints and tips about how to get creative with flowers, so I think the education side sets us apart as well. We are also a BCorp business, which not many flower companies have managed to achieve.
To really focus on making the experience of opening a box of Freddie’s Flowers completely incredible. I want our customers to be completely wowed every time they open the box, through the flowers themselves but also what accompanies it. Whether it’s live painting classes we host online (which we’ve done before) or poetry competitions in the box, I want the FF experience to be remarkable.
Get your head above the water – it’s easy to drown in the day-to-day, but it’s important to look at the important, not just the urgent stuff. Get as much advice as you can, all the time. All conversations are good in some way.
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We are delighted to announce that the management of the Country Living Christmas Fair is transitioning back to Hearst UK, owners of the Country Living Brand. For 2024, Country Living are partnering with iconic sister brand, Good Housekeeping, to bring a fabulous new and enriched festive experience to the London Christmas Fair. Good Housekeeping is the UK’s biggest lifestyle magazine brand for women and in 2022 launched its own, annual Christmas weekend festival, Good Housekeeping Live.
Good Housekeeping Live with the Country Living Christmas Market will take place at the Business Design Centre from 13th – 16th November 2024.
The Glasgow and Harrogate Country Living Fairs will be paused for 2024.
For more information on Country Living Events for 2024, please contact Ellie Craig, Artisan Growth Manager at [email protected]
