Today, as part of my Florist Friday blog post series, I’m delighted to feature an interview with Rebecca Caddell of Floraldeco.
Could you tell us what prompted you to become a florist?
Lots of people ask me that, but if I’m totally honest, it was a bit of a roundabout route. When I left school I did a degree in Italian and Linguistics. And after that I taught in a primary school for 9 years, which I absolutely loved. Then I looked after my boys for a few years before they went to school. After that, I was ready to do something different. I guess I wanted to do something creative which could possibly be turned into some kind of business.
It was as vague as that. I come from a family of really amazing gardeners, so maybe that was part of it. I embarked on a 2 year BTEC in floristry. The course was very traditional which probably didn’t really suit me. But looking back, I recognise the value in the training that comes with a professional qualification.
Could you tell us how your floristry career has progressed?
After leaving college, I felt relieved that I could leave the traditional floristry behind in the text books and allow a little of my own more natural style to develop. After all, flowers are part of nature and deserve something a little kinder, I felt. Without really having any path to follow, I started a freelance wedding floristry business, which grew more quickly than I expected, from a few weddings a year to many.
I loved it from the beginning, but boy was it hard work. The hours were so long and you needed so much stamina. It was great way of keeping fit. I had absolutely no idea how physical the job would be! Often I would do one 80 hour week, followed by another and another! As word spread and my very amateurish, homemade website hit the top of page 1 of Google, the bookings flooded in. Since then, my reputation has grown and nowadays, it’s more a matter of managing the demand, than worrying about filling the dates.
When did you start your business and where are you based?
I started in 2004 and I’m based in my home in West Bridgford, on the south side of Nottingham. I meet my clients in my dining room and have a workshop in my cellar, where the temperature is ideal for the blooms.
What kind of floristry services do you offer?
I specialise in wedding floristry and do about 70 weddings a year. Some of my orders are very simple, while others are very lavish. I work with lots of people who feel that the flowers are one of the most important parts of their wedding, which makes me feel that I play a very special part in their day. I love meeting new clients. I tend to get what they mean even when the brief is a bit vague!
Where do you get inspiration for your floral designs?
I love fashion and interior design. I get inspiration from country walks and beautiful gardens. Inspiration comes to me very easily at this stage, it’s almost built in. Pinterest is a wonderful resource too. I love to see what other floral designers are up to.
How would you describe your style?
I try to offer different styles to my clients as I like to keep my business as commercial as possible. And as with any kind of fashion, not everyone likes the same style. I provide wedding flowers for lots of different people, so I try to create designs which suit their personality. My own floral style is wild, bold, bohemian and carefree. I love designs which are created with an abundance of flowers.
What are your plans for 2016?
I have lots of plans for 2016. I have about 50 beautiful weddings booked in already, so that will keep me very busy. I do have something very special planned for July. I’ve been a huge fan of the world renowned florist Susanne Hatwood from The Blue Carrot for a few years now. So I have booked a day with her in Porthscatho in Cornwall. I’m super excited about that.
What is your favourite flower?
I’m going to go for two, a hellebore and a peony.
Thank you so much to Rebecca for all her help in compiling today’s blog post. If you’d like to see more of her beautiful designs, do pop over to the Floraldeco website. Social media wise, you can find Rebecca on Facebook, Instagram and Twitter.
(Images : Rebecca Caddell | Floraldeco)