The Wholesaler interview - Helen Chambers of Evolve flowers
Helen is based in Spalding Lincolnshire, among the centre of the British Commercial flower growers. She has built Evolve over the last 5 years and her background in floristry means she knows how you can make your floral art profitable
Who are you, and what’s the background to Evolve flowers?
I’ve got a background in Floristry, and have many years experience of working with designing lines for Supermarkets to be beautiful and profitable both here in the UK and abroad. I’ve been based in Lincolnshire and worked with lots of the large pack houses and supermarket distribution centres, so I know how the wholesale industry works, and the key growers who are supplying the market. I’ve been involved in lots of floristry eduction and Evolve developed from a desire to teach more about our home grown industry
Always cheerful, Helen showing off Evolve.
What is your season?
We work closely with our suppliers to ensure a year-round supply of British flowers. In winter, we bring in hydroponic tulips and muscari, while summer sees an abundance of blooms from growers across Lincolnshire. Alongside fresh flowers, we also offer a wide range of sundries, including mechanics and vases, florist supplies, and dried flowers, making it easy for florists to source everything they need in one place.
Who’s your ideal customer?
We supply a mix of florists, from those needing a regular stock for their shops to event florists looking for large quantities of blooms. We welcome all British flower arrangers, but we’d love to see more customers committing to a consistent supply—regular orders help us plan ahead and support our growers more effectively.
What changes have you seen in the last six years (since the British Flowers book was published) in what florists are buying?
Interest in British flowers has grown significantly, which is fantastic to see. However, the market has also become more unpredictable, with fluctuations in trade, peaks and troughs in demand, and some larger suppliers going out of business. The weather plays an increasing role in availability, and we’re all having to stay adaptable. Florists are often order at the last minute, which makes supply more tricky, but our investment in our website really helps
Any predictions for what will be popular next year?
We expect to see more demand for accessories that enhance displays without increasing costs—florists will be looking for creative ways to add impact while keeping arrangements profitable. Floral artistry will continue to evolve, ensuring customers get value for money while florist shops remain sustainable businesses.
Helen demonstrating at one of her Education days, - highly recommended, this was a visit to Collisons Tulips