Floofin' in January

I have wanted to start this ‘zine’ for about two years now, but instead of making a physical one because of incorrect materials, printing issues, and generally not having my camera roll developed well or on time, I am making a small online one. I’m hoping Floofin’ is a little bit like a monthly blog. A sweet update on what Garage Florals is doing, what’s coming up (maybe), and generally you getting more of a feel about me (hi, I’m Eloise). With some additional photos, illustrations and maybe even some life recommendations.

I think Floofin’ was a perfect title- just me Floofin’ about.

Thought a Zoom screen grab to introduce myself was an appropriate image!

So, What Happened Last Year?

Flowers are so important to me. I feel energized, happy, stable and all the positives when I’m around them, they’re my colleagues! Last year I absolutely loved making weekly bouquets, house flowers, and all the shop side of floristry I had missed for a while. However, there were a lot of hurdles that made the trade of floristry ever harder. Obviously, completely changing one’s 2-year business plan in a week would definitely bring these hurdles to the immediate forefront but it wasn’t just that- lots of things had come to a halt.

Going to the flower market had completely changed as well. What was a bustling and righteously busy 4am market round, turned into an unsettling, tummy turning and eerie space. The flower market was closed, but how florists and flower traders preserved was incredible to see (there are generations of shops and stalls scrabbling to make their living). A lot of us finding different ways to get the stems into our hands. Ordering from farms, off websites, and generally just making it work anyway we could! This included the actual traders at the market too. They built webshops in 24 hours and suddenly you could order online from them and they’d deliver your flowers or you could pick them up outside. Everyone really did their best to make sure everyone’s jobs were in as much tact as possible, if they could!

The side of the flower business I found frustrating is trying to compete with the bigger brands who seem to come across a little more ’homely’ but really aren’t. And last year, because of not having any events, I found more than ever that one is constantly undercut by seemingly ‘sustainable’ and ‘friendly’ brands who really just lie. A few of the bigger, corporate brands called themselves ‘sustainable ‘ or ‘local’ when they really weren’t (having one bouquet that is fully British amongst a sea of dutch/ Columbian imported bouquets does not make you sustainable). This made me reflect on my business, trying to focus on what I could do to be better. Keep to my ethos of working towards being more sustainable, eco-friendly and environmentally friendly- so I worked on my packaging, the farms and traders I bought from, and all my physical marketing.

There are truly remarkable small farmers who are fully sustainable and they should be seen and spoken about, take a look at SSAW for example, their seasonal availability and sustainable ideals really gave me food for thought and are inspiring me to push in the right direction.  In fact, it was beacuse this collective brought their zine out at Christmas that it gave me the serious shove I needed to get Floofin’ going.

And so the main hurdle- navigating a pandemic when you’re aiming to be an event/ wedding florist! The weddings and events had to be cancelled and (like most people) I had to pivot and change my business strategy ASAP… and Ithe last year made me realise how much I was missing if I was going to be just an events florist. Woah, the year turned out to be so amazing for Garage Florals. Getting two amazing female-owned local businesses to sell my weekly bunches, having regular customers, getting asked to send bouquets for famous people, working on intimate weddings. I learned so much more about myself and my customers-and I think I can call some of you my friends now! The shift I felt towards supporting ‘small business’ has been such a rewarding and totally energy boosting kick up the backside that I wanted/ needed/ prayed for, customers were looking to buy from independent, small businesses who needed to sales and the product was far more bespoke. I bloomin’ love YOU customers, pals, flower lovers.. all of you!

home grown Spirea, Herbs and Snowdrops amongst some beautiful blooms for a little wedding.

2020 meant that I manage to invest in a studio space, no longer working from a ridiculously busy and disheveled garage (hence the name Garage Florals) and I bought my van. I really wanted to get a van that was electric, as I try my all to be as environmentally friendly as possible but it just wasn’t affordable. To be completely transparent with you I do drive a van that isn’t electric, and that is something I am looking to change in the future. And when I can I ride my bike or walk!

My studio is on the tiddly side, but it means I have to keep it tidy which is no bad thing! I have space to make all the bouquets in the world (as long as it’s just me making them) and even made a cosy corner so I can chill out, do my accounts (yeah right?) or just have a cup of tea and a sit-down, I LOVE a sit-down.

Some images below of it all coming together :)

January’s Vibe

The main vibe for January is trying to forget it’s January- so I am focusing on Daffodils. Daffs are one of my all-time favourite flowers, the basic Daff is amazing- long-stemmed, big-headed, bright yellow, trumpet-shaped babe which last so well (I don’t really love yellow, but I do when it comes to these guys). They are like little chrysalis’ at first… those feeble stems with weird brown crepe paper-like covers on their pencil nib shaped heads and then gently they break open into these amazingly gorgeous, happy and totally joyful dudes. And there’s such variety. If you’ve only ever purchased Daff’s from the supermarket be sure to go to your local florist next time, the variety is amazing, vast and they are way too beautiful to miss the season. I’ve got some photos below just so you can see what I’m, talking about! The humble Daffodil is the spring Queen, in my opinion……although, I’ll probably change my opinion by February (as a florist, you’re allowed to be fickle about favourite flowers!)

Round up!

I’m going to end this here, I’m sure there’s so much more to say but this is just a gentle starter to hopefully to a monthly interesting-ish newsletter of what’s going on. Essentially, expect all the spring flowers in this month’s bouquets and I’ll always endeavor to buy as British as possible (to boost the economy, minimise carbon emissions, and to advertise for smaller and independent farmers around London, Surrey, and the UK).  I will be including but not limited to Muscari, Hyacinth, Tulips, Daffodils, Ranunculus, Anemones, Icelandic Poppies, and such lovely foliages in the January bouquets. So do just purchase on the website if you’d like one for home or to send to someone here.

Below is a little video of me picking some wild buttercups and cow parsley for my home arrangement from April last year. There’s a picture of the arrangement below the video too. As those who did my wreath workshops will know, I always recommend a little forage!

A Few Recommendations

Thought I might just introduce you to a few of my pals who I think are amazing at their crafts too.

Jen really helped me so much with my website last year, she made little bits of art to upload when I wrote something for my last year’s blog and produced my spring/ summer AND autumn/winter Home pages. She is a collage artist with a total amazing eye for colour and texture- check her out @dusty.spring

Meesh is a wonderful woman. Total inspiration and her artwork is phenomenal. She exudes calm and you can see that in her stunning works of art. Using pen, paint, and the most extraordinary use of colour, she makes one-off pieces that really do evoke emotion. Check her out here- @meeshnah