Philippa Craddock is one of Europe’s most in-demand florists. In 2018, she earned international attention for her work at the wedding of Prince Harry and Meghan Markle, creating soaring archways of beech, birch and hornbeam — harvested from the Crown Estate and Windsor Great Park — as well as Meghan’s late-spring bouquet of sweet peas, lily of the valley, jasmine, astilbe, astrantia and myrtle. “Thank you for all the love and dedication that you put into making the flowers both in St George’s Chapel and St George’s Hall so incredibly beautiful,” read the official, royal thank you note.

What separates an excellent floral display from a truly spectacular one?

"A design that takes the interiors and architecture into consideration; a spectacular design looks like it is meant to be there; a design that uses seasonal flowers and greenery. A spectacular design reflects what’s going on outside and is in synergy with how we are feeling in that moment, working with the rhythm of nature."

Have you learned anything crucial about your business from an unexpected source?

"In the very early days of my business, I followed a direct brief from a restaurant manager. I knew it wouldn’t look great, but I wasn’t brave enough to push back and suggest an alternative. I was desperate to provide what he wanted and not to lose the contract. When I delivered the designs, the owner, a very well known — and quite terrifying — celebrity chef happened to be there, he looked at my designs and pulled me aside. He asked me if I liked what I had created. Embarrassingly and honestly, I said no, and he said, “You are right — they are awful and you know they are awful.

Why did you take direction from someone who knows nothing about design and flowers? Why didn’t you push back and advise? Never create and put your name to something that you don’t love yourself.” It was an overwhelmingly powerful conversation. I learnt how important it is to trust your own instincts, push back and to help advise when something doesn’t feel right. Your brand and reputation is so important and you have to own and protect it. You just always remain authentic and in turn provide great service and designs for your clients.