The Wholesaler interview - James Cock of Flowers by Clowance

James was one of my first points of contact in The British flowers industry as we met in Cullompton at one of the first Flowers from the Farm inspired meetings there. I bought flowers for my first Valentines flower offering in 2013, and so it seems apt that we show off the wholesalers that keep our British flowers industry going all year round when smaller flower farms don’t have enough to offer to the public from their own fields

Who are you, and what’s the background to Flowers by Clowance?

I’m James Cock, a third-generation grower based in Cornwall. JT Cock was founded in 1943, and it grew into a family nursery producing stocks, chrysanthemums, alstroemerias, tulips, & gladioli, in their 100s of thousands. Chrysanthemums were our year-round crop, with other flowers following their natural seasons.

In the early 1990s, I went to Pershore college to study Commercial horticulture,, which helped us adapt during a difficult time for the British flower industry. By 2005, I launched an online platform to sell flowers by post, which gave the business a much-needed wider reach.

When my parents retired in 2017, I decided to transition from growing to creating a hub for British flowers. In early 2018, I established Flowers by Clowance at our own site. Now, we work with growers across the UK, providing a vital connection between producers and customers, and ensuring British flowers are available year-round.

James in among the stocks

What is your season?

We sell all year round, we have access to the Isles of Scilly for Narcissus and Cornish growers for Foliage and early season bulbs, plus we have a link through Trans flore to the Lincolnshire growers

Who’s your ideal customer?

We’ve a large number of florist customers on our list, and we love working with those who want bulk flowers for weddings or their shop, but we also work with florists in Falmouth and surrounding areas and have a van that serves them regularly.

What changes have you seen in the last 6 years (since the British flowers book was published) in what florists are buying.

There has been lots more access to flowers for florists and the public. There’s been more public awareness about flower miles, and there are changes to packaging happening, - less plastic already, but more focus on that in coming seasons

Any predictions for what will be popular next year?

Yes Quirky things seem to be in like Bridal Gladioli , Scented flowers always in fashion.