I hope you had a lovely weekend…
Today, I’m delighted to feature an interview with florist Jo Wood of Passion, together with images of her stunning floral designs.
Could you tell us what prompted you to become a florist?
I sort of fell into becoming a florist as I didn’t know what to do when I left school.
I went onto Sixth Form College to do a Business and Finance course and we had to go on a work placement within a business. I was left with the flower shop as nobody wanted to go.
I was offered a Saturday job and fell in love with the whole concept of spending my working days surrounded by flowers.
This led me to college where I studied floristry for three years (although I really didn’t enjoy it, I still loved flowers and working with them!)
From there, I went to London and worked for Wild at Heart, which was the best learning experience I could have asked for.
How has your floristry career progressed?
After leaving Wild At Heart in 2001, I then started Passion which has grown and grown.
I started out on my own, trundling around in my van doing all sorts of jobs from hotel contracts to weddings…working all the hours I could squeeze into the day to get everything done.
There are now a team of florists, prop assistants and designers who work for Passion, so I suppose my role has changed to involve managing the team and the business, as well as remaining a florist…which is the bit I love the best!
I’m also putting a lot of energy into my new project which is developing a new ‘home ware and wedding accessory’ online boutique, which will run alongside the existing ‘flowers online’ part of our website.
So yes, lots of changes and additions to my role as the years have gone by.
What kind of floristry work are you and the Passion team involved in?
We mainly design and install wedding flowers and weekly contracts, which include hotels and private homes.
We like to try and reflect our Somerset location though the floristry work we do…lots of wild and native flowers and foliages. So spending time in such fantastic locations really feeds through into our work.
We also deliver flowers nationally which is really exciting…sending a little piece of ‘passion’ across the country!
Could you tell us about the floristry courses that you run in your Flower School and other venues?
Yes. This is a new project as we’ve been asked in the past about providing flower classes…so this has just started this year.
We do a lot of teaching in the hotels where we work. And now we’re launching classes in our barn in the Woolley Valley, on the outskirts of Bath.
Could you tell us about the range of bouquets that people can order online?
We have a range of bouquets that people can buy online…from a pure and opulent dome of a beautiful roses in the softest pastel hues, to a ’wild meadow’ bunch of grasses, seeds and meadow flowers, to a classic bunch of roses with garden flowers and foliages.
There are lots of different options and more to come in a few months as the online boutique develops.
How would you describe your style?
We love English flowers…especially hedgerow flowers which we see every day as we drive to and from the barn down the little lanes.
We love traditional English styling, oil paintings, colour and texture, vases and vessels, homes and décor.
All these things feed into our style but essentially, the style is always a reflection of the client and the things they love…with a little bit of ‘passion’ thrown in.
What are your plans for the remainder of 2012?
To really focus on the online boutique…I’m spending all my spare time at the moment looking for products and artists to feature in the store. So, developing this is a massive focus for me.
What is your favourite flower?
It changes weekly…at the moment I’m loving Quicksand roses and ‘Café au Lait’ dahlias.
Many thanks to Jo for all her help in compiling today’s blog post.
(Images : Passion)