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Coming Up Roses: Willow & Maw Floristry

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Nothing says summer more than an abundance of flowers. Former fashion designer, Lucy Maw, reveals how her career in floristry blossomed and Willow & Maw was born

What inspired you to go into floristry?
Previously I was a womenswear designer in the fashion industry where my initial ideas were worked on and produced by other people. I was eager to get back to the essence of creating and actually making something with my hands. I am a keen gardener and have a real passion for flowers and plants so it seemed the obvious choice.

When did you launch Willow & Maw?
I opened Willow & Maw about two years ago while still working as a freelancer for other florists.

Did your fashion background help?
My creativity and the floristry style at Willow & Maw is absolutely informed by my fashion experience. Years of designing and styling clothes have honed my understanding of colour, texture, structure and composition.

Culture
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Where do you source your flowers?
New Covent Garden Flower Market. I occasionally order directly from Holland, but I love to actually see the flowers. There is an incredible selection at the market and placing orders in advance ensures availability of specific varieties. I buy British-grown flowers when I can and I’m an enthusiastic cut-flower grower, so I use as many of my own stems and as much home-grown foliage as possible.

What is your favourite part of the job?
I love the immediacy of floristry. The attention to detail that goes into creating something incredibly beautiful, which naturally lasts for only a moment in time, is so special.

 

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Do you have any favourite blooms you try to include as a signature?Every project is different and therefore demands a bespoke combination of flowers. However, I have always loved Japanese anemones – just a single stem in a vase gets me every time.

What’s your favourite season?
As each new season comes around it brings flowers that you haven’t used for a while and that’s so exciting. You become very involved with certain flowers and then, as the season changes, it brings a new aesthetic.

What have been your favourite experiences while working as a florist?
I love designing for weddings and events, but I also enjoy floral styling for more unusual projects such as editorial or film. I love how different floristry can be project to project – no day is the same.

willowandmaw.co.uk

Images courtesy of Willow & Maw

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