Interview with Kate Avery of Kate Avery Flowers

Today, I’m delighted to feature an interview with florist Kate Avery of Kate Avery Flowers, together with images of her beautiful floral designs…

Could you tell us what prompted you to become a florist?

My first job was a Saturday girl in a flower shop. Even though I rarely got a chance to actually work with the flowers.  (I had more of a bleaching the buckets role!)  I just loved it.

Although at that point I was adamant that I would not become a florist, as the idea of early morning market runs, to a then 17 year old was not all that appealing!

I then went to art school. From there I was still undecided on what ‘arty’ direction to take.

When I finished, I ended up going to work full-time at a flower shop whilst I made my mind up.  This time I got stuck in, and it was fantastic.

I stayed there for two years and then put myself on Judith Blacklock‘s two week intensive Business of Floristry course in Knightsbridge.  

And when I returned I decided to just go for it and Kate Avery Flowers was born.

When did you start your business and where are you based?

I started the business in June 2005. I was 24 at the time.

I’m very lucky in that I’m based from home. I have two girls aged five & three and it’s just perfect being so close to them still.

I have a very rustic, but fabulous, converted Victorian garage workshop in the garden in the picture postcard village of Chiddingfold in Surrey.

What kind of floristry services do you offer?

I offer a very personal and bespoke service, choosing to concentrate solely on weddings and events.

Each client pretty much has me on call 24 hours a day, 7 days a week!

I’ll never tire of weddings and events or going up to New Covent Garden Flower Market at 4am. I just love the choice you get and the market banter.

Each client is so unique in their flower vision for the day,  it really is ever-evolving. There is no blueprint for the perfect wedding.

How would you describe your style?

It’s first and foremost from the client that my style has evolved.

Getting to know someone at the initial consultation over a cup of tea and all their likes and dislikes is so important in building an overall picture of their day.

It’s from their initial ideas that I start to get excited and start pulling together more inspiration.

I do think however that over the years I’ve developed my own unique style that is very much a twist on country garden.

I think a lot of my clients now choose me to design their flowers as they too have a similar flower view.

I use a lot of herbs in my designs and seasonal country garden flowers and an ever-growing number of vintage trinkets and treasures. Car boot scouring is a passion!

One of my gorgeous brides has described my style as ‘Soft, meadowy, relaxed, seasonal – an English country garden in full bloom!’

What are your plans for the remainder of 2012?

To keep doing what I’m doing. I have lots more exciting events still to come this year. Loving that no two are the same.

I have a fantastic group of girls that work with me and without them Kate Avery Flowers would not be the same.

What is your favourite flower?

A very tricky question, but I think I would have to say hydrangea. I just love the range of colours they come in and their blousyness. Gorgeous!

Many thanks to Kate for all her help in putting together today’s blog post.  If you’d like to keep up-to-date with her news, she’s on Twitter and Facebook.

(Images : Sarah Legge Photography, Zoe Collyer, Anna Rosell)