Today, as part of my Florist Friday blog post series, I’m delighted to feature an interview with Robert Hornsby, Creative Director at In Water Flowers.
Could you tell us about your background and what prompted you to become a florist?
I was always interested in design and when I became a van driver for florist Kenneth Turner, I found myself adjusting the displays in the back of the van before delivering them and giving them my own twist. From there, I started working on events and found that I had a natural empathy for floral designs. I approached floristry completely as a novice in an unconventional way, creating my own designs.
How has your floristry career progressed and where did you learn your floristry skills?
After my time at Kenneth Turner, I worked for a flower shop in Pont Street and learnt more from the people I worked with and the techniques. At the end of the day, I knew I had it in me to be creative and use flowers as my medium.
When was In Water Flowers founded and where are you based?
We started In Water in June 1999 and at that time we were based just off Lisson Grove in London. It was a great location and we captured a good customer base, plus it was very close to the West End. Naturally, we outgrew the space and even though we had rented additional space down the road, it was time for us to move on. So, five years ago we moved to W10.
What kind of floristry services do you offer?
Our main business is focused on contracts, events and weddings. Over the years, we’ve been fortunate enough to have built up a great customer base, who come back to us on a regular basis. And I can only say that the best references we have are by word of mouth.
Where do you get inspiration for your floral designs?
Everything. I just look at life, magazines, movies, music videos and of course fashion. The best ideas come when you least expect them and they come in a flash…something just triggers them off. I find searching on the internet is also very inspiring.
How would you describe your style?
I hope it’s perceived as clever and unpredictable, but I also admire beautiful classical floristry. It should look effortless but exquisitely executed.
What are your plans for the remainder of 2015?
We’re now preparing for Christmas 2015. This is when we turn our showroom into a Christmas grotto showing all our new festive designs. We then invite our clients in to choose their themes for 2015 and plan the installations. I will be on site for most of the major ones.
What is your favourite flower?
I don’t have a favourite flower…it really is an impossible question to ask a florist. It’s almost like asking a parent who is your favourite child. I suppose a beautiful rose or a dark claret peony…
Thank you so much to Robert for all his help in compiling today’s blog post. If you’d like to see more of his beautiful designs, do pop over to the In Water Flowers website. Social media wise, you can find In Water on Facebook, Instagram and Twitter.
(Images : In Water Flowers)