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Sofia “In Conversation with… Ivy Amelia Florals”

A recent survey carried out by Bridebook shows that the average cost for flower arrangements represents 12% of the entire wedding budget. For all those important showstopper compositions, we will chat with Victoria of Ivy Amelia Florals and prepare to be amazed by her portfolio. I always thought my favourites to be peonies and hydrangea but then I met Victoria and my list expanded to include ranunculus, garden roses, spirea the list goes on and on!

Happy reading!

Ivy Amelia Florals In Conversation with Sofia

THE PERSON BEHIND THE BUSINESS

The first time I met Victoria was at Chicheley Hall, a Georgian Grade I listed building in Buckinghamshire. I was greeted with a radiant smile and how can I forget the array of flowers, I just wanted to dive into them. I couldn’t stop taking pictures and asking questions about some kind of flower I had never seen before. Keep reading to know more about this amazing artist and her fantastic work.

WE ASKED:

WHO IS VICTORIA?

‘Just an ordinary gal with an obsession for flowers and all of the pretty. I live with my fiancé Tom and our son Wilder who is 3 years old now. I love to read and I love music ( I love to dance – it’s mostly around the living room these days haha). I trained in Fashion and Textiles initially but it just didn’t float my boat.

It was just by chance I found a love for floristry after enrolling on a beginners course a couple of years after my degree and then something just clicked. 16 years later and I’ve never looked back, I am extremely lucky to have a job that I love, I just couldn’t imagine a life without flowers’.

Ivy Amelia Florals – In conversation with Sofia

HOW DID YOU FIRST VENTURE INTO THE WORLD OF WEDDING FLORAL DESIGN?

‘Throughout my career I’ve worked on all aspects of floral design; retail, funeral, corporate, weddings and events so I’ve got lots of experience all round. It was after the birth of my son that I set up my own business, specifically focusing on weddings and events because that is the work that I most enjoy creating’

Installations by Ivy Amelia Florals

TELL US THE TOP THREE FLOWERS YOU WOULD CHOOSE FOR A PERFECT WEDDING AND WHY?

‘I couldn’t possibly choose just three! The most important factors for choosing the flowers for the perfect wedding day are all dependent on the time of year, your colour palette and your overall character. You need a perfect mixture of form, texture and scent to create the most beautiful florals.

When it comes to design, I love designing flowers for every wedding and if I could, I would do them all. My favourite types of wedding flowers are soft and natural with lots of scent and movement featuring heaps of blousy blooms’

Ivy Amelia Florals In Conversation with Sofia

WHAT ADVICE WOULD YOU IMPART TO COUPLES WHEN IT COMES TO CHOOSING THEIR FLOWERS?

‘If flowers are important to them put enough money aside in your budget for them. I always suggest this number to be approximately 10% (on average) of the overall wedding budget. Work with the seasons and let us guide you with the varieties of blooms available at that time of year.

I’d suggest choosing a florist whose work they love, let them work in their signature style, give them space to create and the final result on the day will be the very best they can give’

WHAT TYPES OF DISPLAYS ARE PROVING POPULAR?

‘Installation work is extremely popular at the moment (budget permitting). Think statement fireplaces, archways, staircase decor. It’s important to think about what they want their wedding flowers to do on the big day. If they’re looking for something that gives the Wow factor then this has to be evident when budgeting for their flowers’

Ivy Amelia Florals – installations

WHAT LESSONS HAVE YOU LEARNT?

‘The first wedding that I took on after starting my business. I think my son at the time was only 3 months old, it was a great budget wedding with A LOT to do (all of which I did by myself apart from on the day set-up). I completely overbought on flowers, had a complete baby brain at the time and was suffering from sleep deprivation, so did a heck of a lot of work for very small margin.

The saving grace was that my couple were unbelievably happy and that was the most important thing on the day. The biggest lesson I have learnt is to never buy stock when you’re tired and always book your team in….we are not islands and it really does take a village to create wedding flowers’

WHAT DO YOU LIKE ABOUT TEACHING AND PASSING ON YOUR SKILLS?

‘I’ve always loved teaching, I find it really rewarding and I enjoy imparting and sharing my knowledge with people. The best bit is the light-bulb moment they get when it all seems to click into place. I really like feeling like I am giving something back when I teach, after all, we all learn somewhere and I have been so lucky to have had the journey I’ve had, with the wonderful folk who pushed me to always do my best’

WHAT COULDN’T YOU LIVE WITHOUT IN YOUR STUDIO?

‘Flowers, a radio, thermal socks and moon boots (It’s always cold in there!)’

Girl Flower Podcast

BUSY MUM, FLOWER DESIGNER AND PODCASTING. TELL US A LITTLE ABOUT ‘GIRL FLOWER’

‘It’s a very busy time!! Girl Flower Podcast is a labour of love really, set up by myself and co-founder Jessica Naish of Jessica Rose Flowers. We speak with British florists and growers throughout the UK about their beginnings, their lessons and general chit chat about our love of the flowery world. We are the first UK based podcast dedicated to the industry so we are extremely proud and continue to record our first series virtually while life is in lockdown’

Find our more about Ivy Amelia Florals here

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