+44 (0)113 218 1010

[javascript protected email address]

5 Minutes with award-winning Firenza Flowers

FirenzaFlowersAs part of our Christmas season, we are going behind the scenes with those who have helped ‘create’ Christmas at Harewood. Fiona Pickles from Firenza Flowers answers five questions here:

Where does your passion for flowers ‘stem’ from?
My love of gardening is where it all started. I adored working in my first garden, to the point of obsession! I transformed a small patch of a farmer’s field into a beautiful garden, with a wide variety of trees, shrubs and flowers. I became familiar with a huge variety of plants and flowers, their Latin names and most importantly their seasonality.

How and when did you begin your career in floral decoration/art?
I studied Print and had a good and enjoyable career in the printing industry, but I walked away from that in 2005 to retrain as a florist in London, then set the business up (named after my maternal grandmother Florence, known to all as Flo) I became a very successful wedding florist but gradually changed direction and focus, to utterly embrace my love of the landscape and seasons. I now enjoy creating large, striking designs and structures.

Where does your vision come from and how does it develop?
Everything I do is totally influenced by my surroundings and where I am working. I usually have a rough plan of the overall look and feel of what I am about to create, but the actual shape and style only comes as I work on each piece, they are totally dependent on the shape of each branch, flower, leaf and root that I use, meaning that every single thing I create is a one-off, never to be recreated or reproduced, no matter how hard anyone tries!

What skills are needed to create your designs?
I do have an ability to know what shapes are needed where, to elevate a design from something predictable and ‘samey’ to something totally striking, unexpected and dramatic. I also seem to be considering more engineering type issues as well as the obvious floristry considerations; weight, balance, attachments and fixings, which i actually relish. Fixings and stability are huge considerations, I am rather obsessed with hardware shops bizarrely! I try to work without floral foam too, so the main consideration in any design is ensuring everything that needs it has a water source. This is not always straightforward and I offer workshops and classes to other florists keen to understand this way of thinking.

How have you adapted to this changing world of online?
Having established a business pre-social media, I can recognise and appreciate the value of social media – believe me, it is so much easier, more pleasant, less times consuming and more focused to post an image on instagram with good photography and considered hashtags than driving a three hour round trip to attend a networking meeting, during which I might meet one person who may want flowers at some point in their life! I utterly embrace the effectiveness of social media and have met many fabulous people from around the world through it. If you have a business and want to find your ‘tribe’, you HAVE to make time for social media.

Firenza Flowers has created two large-scale wreath installations in the Terrace Gardens of Harewood. Visitors can see these as part of the Christmas experience.

Fiona is hosting a full day Stately Botanicals workshop, which includes a private, tailormade tour of the festively dressed House, making a bespoke wreath and a Festive Afternoon Tea.