Conde Nast Brides recently described Philippa Craddock as “the new must know florist” and it’s not hard to see why. She’s mastered the art of floristry with fine precision; creating displays that quite literally burst with beauty, incorporating the seasons and all manner of concepts. Philippa and her brand were selected for Tatler’s 2014 Party Guide, which is pretty much the crowning glory for any florist.
What tips Philippa ahead of the rest is a unique work ethic, which combines careful contemplation over every project and an eye for colour that most florists would kill for. It’s these facets of Philippa and her team that have bewitched many of the world’s most discerning brands, who are It truly is the Pied Piper effect.
We recently sat down with Philippa for an in-depth Q&A, to find out about her philosophy, design ethic and increasing popularity, amongst other things.
Hi Philippa, thanks for joining us at Think Shaadi! We are really excited to have you here with us!
And I am delighted to be here, thank you for welcoming me!
Would you mind sharing a little bit of why you became a florist?
Truthfully, it was a very happy accident – after the birth of my first child, I launched a unique plant gift service delivering boxes of gorgeous potted plants throughout the UK. Soon after launching, we were asked to appear on a television programme to supply our potted plants as wedding table centres. The producers also asked us to provide the bridal flowers. Following on from there, we were asked to create flowers for a number of weddings and events and the floristry side of our business was born. With its success, we recently took the decision to close the online plants and focus solely on the floristry.
How would you describe your style? What kind of floristry services do you offer?
We are a luxury British brand and typically create elegant, classic floral designs. From our Sussex studios we work alongside leading editors, designers, planners, stylists and luxury global brands, creating floral designs for weddings, events, product launches and photo shoots. We have also recently opened our studio doors to host our new Flower School, with a variety of courses created specifically for enthusiastic beginners through to professional florists.
To date, what has been some of your career highlights?
Partnering with Selfridges to launch our new online flower collection; launching the business across Europe; working with iconic luxury brands such as Christian Dior, Lancome, Jenny Packham and Jo Malone; designing flowers for Tatler, Vogue and Conde Nast Brides magazines; being selected by House & Garden magazine to present summer and Christmas workshops and having the utter joy of working with so many incredible and gorgeous brides, including a wonderfully down to earth and utterly beautiful princess last summer.
What are your thoughts on wedding floral trends for 2014?
We are continuing to head further into the most wonderful trend for relaxed, loose and hugely romantic designs, with a mixture of varieties and colours including the ever romantic soft pinks and blushes, the classic whites and bolder designs with a fabulous combination of stronger pinks and purples. Designs are becoming more elaborate with larger and more impressive installations to create the most breathtaking backdrops, with magnificent towering archways, ceremony pergolas and ceilings filled with flowers.
Lastly, What is your favourite flower?
I am often asked this and it is forever changing depending on the season and my mood at the time; at the moment I love citrus green guelder rose and heavenly scented white lilac, both incredible delicate flowers, with plenty of impact on their own.
To view more of Philippa’s beautiful designs and to learn more about Philippa Craddock Floristry services, please check out their website http://www.philippacraddock.com.