The Florist interview - Sarah Diligent of Floribunda Rose
Can you tell us a bit about you and your business?
I’m Sarah, of Floribunda Rose florists, which is just celebrating its 10th Anniversary. I’m the founder of a flowers school based in Hampshire, teaching workshops about using sustainable mechanics and local flowers. And we create flowers for weddings and events across the UK. I’m also Co author of the guide to floral mechanics, with my Partner William Mazuch.
Who do you buy your British flowers from? and are all the flowers you use British?
Yes, we only use British flowers, all year round, and so our customers come to us knowing that. In the winter we still flower weddings, and 50th Birthday parties and lots of things at Christmas. We loved taking part in the winter flowers week at the Garden Museum.
We have a network of trusted growers all over the South east which is where we mainly work, including Featherstones, Lower Norton farm, Bramshill flowers, The Real Flower company, Usk Valley roses, Smith and Munson, Flowers from Clowance. and New Covent Garden Market.
Flowers in this December installation included Viburnum bodnantense, Daphne, Winter flowering honeysuckle, clematis and jasmine, Hellebores, Paperwhite Narcissus, Camellia, Cyclamen, Rose lilies, Chrysanthemum, Ivy, Spindle berry and the very last of the garden roses
Who’s your ideal customer?
The Ideal flower school customer is a florist who is used to using floral foam and importing all their flowers, but is curious about changing over to sustainable methods, and comes to us to learn how. They then realise British flowers are more beautiful and incredible, great as a 1st option, so they become a new convert. Our Wedding and event customers love flowers, but probably don’t know much about them. They trust us to find the most beautiful flowers in season in their colour palette.
What changes have you seen in the last 6 years (since the British flowers book was published)
Over the last 6 or 7 years, we’ve been far more proactive about letting customers know we are only using British flowers. Because that is stated, our customers know before they start the conversation with us. Which means that instead of asking if they can get locally grown, they want to know what is possible. What does that mean for them? This means they can be educated about what grows, and so they are more curious about where the flowers are coming from. We’ve also been asked in the last 2 or 3 years for plastic free weddings.
What’s your suggestion for what your customers will want from British growers in the next few years?
Our Enquiries for 2025 2026 are mostly delicate pastels and muted tones with pops of colour, some reds and burnt umber . Vessels that are tied in to the design that are more personal. People are wanting flower heavy with less foliage, and smaller more delicate bouquets.
Sarah can be found At Floribunda Rose, or @floribundaroseflorist on Instagram
The Guide to Floral Mechanics can be found Here
