Floral Innovator Philippa Craddock And Her Passion For Seasonal, Sustainable Floristry
GET TO KNOW
Floral Innovator Philippa Craddock And Her Passion For Seasonal, Sustainable Floristry
Story by Diana Keeler
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.
Famously self-taught, Craddock is based in the county of Sussex in England and launched the initial iteration of her business in 2009, soon after the birth of her first child: a potted-plant delivery service. Through that work, she was asked to appear on a television show — and to supply not just potted plants for broadcast, but bridal flowers as well.
That exposure led to an ever-increasing number of commissions for events large and small, across the U.K. and into Europe. As the nature of her work during the past year — a time, for the most part, without celebrations — she’s focused some of her efforts on the diverse offerings of her online Flower School, with courses available for professionals and neophytes alike. Her Weddings Flowers Masterclass launched in March, and was followed by Floristry Fundamentals that launched in June.
"My online flower school means I can now reach all my students without adding to the carbon foot print and that makes me very relieved.
"My online flower school means I can now reach all my students without adding to the carbon foot print and that makes me very relieved."
“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.” - Philippa Craddock
Working with aspirational clients around the world, including Vogue, BAFTA, Christian Dior and the Victoria & Albert Museum, as well as an array of private clients. Philippa's style is inmitable and was firmly placed on the world stage in 2018, with the cascading floral archways, decorating the façade and interior of St George's Chapel in Windsor, for the wedding of The Duke and Duchess of Sussex.
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.
Is there a particular, perhaps unexpected material that you feel drawn to this time of year? There is never just one material alone that I am drawn to — it has to be a mass of different materials. When you look outside, it’s the combination of trees, hedgerows, grasses, plants and flowers that together creates something truly beautiful.
Could you share some thoughts on seasonality and your arrangements? I believe seasonality is essential, both from a sustainable and good design point of view. Living and enjoying nature, you become connected to what’s going on outside, you look forward to all the new arrivals, appreciating the moment, slowing down. Using seasonal ingredients creates a sense of gentleness, it helps connect both how we feel and also what surrounds us indoors, with what's happening outside.
"Early summer is my favorite time of year, the sun is warm, and the hedgerows and woodland paths are full of life, with their bounty of greenery and delicately nodding clusters of flowers."
"Early summer is my favorite time of year, the sun is warm, and the hedgerows and woodland paths are full of life, with their bounty of greenery and delicately nodding clusters of flowers."
“I BELIEVE SEASONALITY IS ESSENTIAL, BOTH FROM A SUSTAINABLE AND GOOD DESIGN POINT OF VIEW.”
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.
"I aim to run my business sustainably, making sustainable choices. To choose local where possible. To avoid single use plastics. To avoid anything hazardous. To compost. And to reuse and reuse." - says Philippa
"I aim to run my business sustainably, making sustainable choices. To choose local where possible. To avoid single use plastics. To avoid anything hazardous. To compost. And to reuse and reuse." - says Philippa
"Our business is built on sharing and building confidence and enjoyment through working and designing with flowers. we are passionate, we explore new methods, we focus on sustainability and possess an unshakable positive approach."
GET TO KNOW
Floral Innovator Philippa Craddock And Her Passion For Seasonal, Sustainable Floristry
Story by Diana Keeler
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.
Famously self-taught, Craddock is based in the county of Sussex in England
and launched the initial iteration of her business in 2009, soon after the
birth of her first child: a potted-plant delivery service. Through that work,
she was asked to appear on a television show — and to supply not just potted
plants for broadcast, but bridal flowers as well.
That exposure led to an ever-increasing number of commissions for events
large and small, across the U.K. and into Europe. As the nature of her
work during the past year — a time, for the most part, without
celebrations — she’s focused some of her efforts on the diverse
offerings of her online Flower School, with courses available for
professionals and neophytes alike. Her Weddings Flowers Masterclass
launched in March, and was followed by Floristry Fundamentals that
launched in June.
"My online flower school means I can now reach all my students without
adding to the carbon foot print and that makes me very relieved.
"My online flower school means I can now reach all my students without
adding to the carbon foot print and that makes me very relieved."
“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.”
- Philippa Craddock
Working with aspirational clients around the world, including Vogue, BAFTA, Christian Dior
and the Victoria & Albert Museum, as well as an array of private clients. Philippa's
style is inmitable and was firmly placed on the world stage in 2018, with the
cascading floral archways, decorating the façade and interior of St George's
Chapel in Windsor, for the wedding of The Duke and Duchess of Sussex.
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.
Is there a particular, perhaps unexpected material that you feel drawn
to this time of year?
There is never just one material alone that I am drawn to — it has to be a
mass of different materials. When you look outside, it’s the combination
of trees, hedgerows, grasses, plants and flowers that together creates
something truly beautiful.
Could you share some thoughts on seasonality and your arrangements?
I believe seasonality is essential, both from a sustainable and good design point of view.
Living and enjoying nature, you become connected to what’s going on outside, you look
forward to all the new arrivals, appreciating the moment, slowing down.
Using seasonal ingredients creates a sense of gentleness, it helps connect
both how we feel and also what surrounds us indoors, with what's happening
outside.
"Early summer is my favorite time of year, the sun is warm, and the hedgerows
and woodland paths are full of life, with their bounty of greenery and
delicately nodding clusters of flowers."
"Early summer is my favorite time of year, the sun is warm, and the hedgerows
and woodland paths are full of life, with their bounty of greenery and
delicately nodding clusters of flowers."
“I BELIEVE SEASONALITY IS ESSENTIAL, BOTH FROM A SUSTAINABLE AND GOOD DESIGN POINT OF VIEW.”
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.
"I aim to run my business sustainably, making sustainable choices. To choose local
where possible. To avoid single use plastics. To avoid anything hazardous.
To compost. And to reuse and reuse." - says Philippa
"I aim to run my business sustainably, making sustainable choices. To choose local
where possible. To avoid single use plastics. To avoid anything hazardous.
To compost. And to reuse and reuse." - says Philippa
"Our business is built on sharing and building confidence and enjoyment through working
and designing with flowers. we are passionate, we explore new methods, we focus
on sustainability and possess an unshakable positive approach."
