
28/01/2025
“How did you arrive at the name Wildstone Floral?” a rather fabulous person asked me last week. I very rarely get asked that. Perhaps only twice since I began this business journey back in 2021.
Many years ago I worked as a picture researcher and archivist. Both those roles took a balance of creativity and resourcefulness, combined with a very practical approach. To collate images from a wide range of sources, guided by your own ingenuity, but consolidated by the size of frame, page placement, budget, timescales and ‘house style’ as dictated by the editor and art director.
Floristry is much the same. Bountiful creativity tempered by the practicality of logistics, sustainability, price points and many other considerations.
I grew up in a very wild and rural part of the country too. Country life has its own plethora of daily logistics and considerations.
So ‘Wild’ is the free flowing creativity, and my Suffolk roots. ‘Stone’ is the practical foundations that make the creative side possible, and ‘Floral’ because I design with flowers!
Hopefully not a boring or disappointing answer, but it’s the honest answer.
I still very much love the name and identify with it. However, I have also fully given myself permission to change it if I ever deem it worthwhile and necessary.
It’s all one long flowing and flowering journey, for which I am very thankful.
📸 by the wonderful whose rich and dark aesthetic perfectly matches mine, and reflects my reportage past.