Styling by: Honeysuckle and Hilda
Photo by: Claire Bowen
There can be no denying that 2016 has been The Grand Tour of floral designers, worskhops, retreats, 121s, and garden visits. In this respect (i.e. outside of the year that saw the deaths of I don't know how many talented artists whilst the rest of the world hit the auto destruct button), it has been a wonderful year. It was preceded by about two decades of office jobs I didn't enjoy, and a pretty bumpy three years more recently, so I do feel like I earned this one. And whilst Rome has been burning, I have most definitely been fiddling (with flowers).
Most of my studying has been in relation to the flowers themselves, how to make do large scale arrangements, make beautiful bouquets of various shapes and sizes, buttonholes, garlanding, wreath making, archways and even a bit of botanical jewellery. And in days gone by, that would have been enough. But in the social media driven age that we live in now, it simply isn't. In order to make our businesses credible, we need to attract followers, and thus the public holds us accountable, measuring our success on Instagram, Pinterest and the like. So it is not just a question of having a lovely product, we also have to be able to present that product to the outside world on an almost daily basis. We need to know our Planoly from our Unum, and to be able to produce a Gorillapod in any situation.
In some ways, this is an amazing thing. We can, to a large extent, market ourselves. We don't need to employ PR gurus, or court magazines in the hope of editorial as the only medium through which our works will be seen. I wonder how may florists who don't have a shop would be enjoying so many bookings from their workshops if it wasn't for Instagram. On the other hand, though, we do find ourselves slaves to hashtags (interestingly, my spell check always changes the word "hashtag" to "hostage") and worrying a lot about the images we post. I tell the outside world and other florists that I don't really care, and we laugh about it over a cup of tea from time to time, but when I reached 1,000 followers I was so excited. I was out in Richmond Park when a text flashed up from another florist friend congratulating me on reaching the first milestone. I stopped trying to pose Hilda in amongst some ferns and and a tree trunk to check my account, and sure enough it had happened. Hilda seized her moment and escaped down a river bank, and so was almost as excited as me. I could hear her woofing in celebration about 200 yards away and she was definitely saying "1,000 followers, woohoo!" and not "finally, I can have some fun without being poked with bits of fauna whilst sitting in bits of prickly stuff under the tree".