Felicity Wiggins and the team at Amega Fleur Floral Design stunned guests at Eltham Palace with their impactful, well-designed and well-researched floral mannequin of England’s King Edward IV. For this month’s Rendez-vous, Felicity gives us a behind the scenes look at what it’s like to create a floral mannequin and be a part of the Fleurs de Villes community.
TELL US ABOUT THE PROCESS OF BRINGING EDWARD IV TO LIFE EN FLEURS.
Research, research, research! I really wanted to understand who Edward IV was and how he fit into UK history. So, for me it was all about reading and researching the man, his impact on the people around him, his legacy, and what England was like in the 15th Century. Once I had a real sense of who he was, the intention wasn’t just to create an outstanding floral design of the man, but to bring him to life and create a place in time, so that people would question and want to understand more about him. Through that lens they would also have the chance to view and appreciate the importance and impact of floral design and how it can be used to educate and inform. For example, we included two crowns (as he had been crowned twice), a money box (as he brought a fair bit of his own money to the role of King), and a tree (reflecting England’s woodlands landscape at the time). At the base of the mannequin, florals in reds and whites reflected the ‘War of the Roses’ which he is most known for.
I also took the opportunity to reach out to a couple of florists who had previously taken part in Fleurs de Villes in the United States and in Edinburgh to ask for their advice. They were so incredibly helpful and supportive, providing information on team numbers, install challenges, and just to be able to talk with someone who has experience of the event was wonderful. It really warmed my heart to feel how special this community of florists are.
WHAT HAVE BEEN SOME OF THE CHALLENGES AND LEARNINGS WHEN CONCEPTUALISING AND CREATING FOR FLEUR DE VILLES?
Whilst the character of Edward IV was such an interesting one in terms of my investigation of his legacy, actually having a ‘man’ to work with was perhaps more of a challenge than I had originally thought. In an age when ladies of the royal court were dressed in elaborate, delicate and structured clothing, the clothing of a ‘man’ at the time was far simpler. So bringing structure, volume and impact was a challenge that I and the team really loved.
As we work sustainably using water, chicken wire and tubes, we knew we had an additional challenge with regards to the guidelines of Eltham Palace. Careful consideration was given to how we would secure and fill our containers without spillage and that all materials used were 100% pest free including plants, moss etc.
While we spent many days creating and preparing in the Studio, we probably didn’t spend enough time in trying to have more of a ‘finished product’ ready to transport and install – we felt that it would be better to do more onsite. In the future, we would allow more time for emphasis on some of the finer, more intricate elements. Another challenge was using a new wholesaler who's buying process was so different, so this was a challenge! In the end, everything came together and we were delighted with the result.
WHAT FIRST SPARKED YOUR PASSION FOR FLORAL DESIGN?
Perhaps my journey into the world of floral design started from a different point than most – having worked in corporate marketing and events for many years, I was always interested in florals and garden design, and when I got married it was the experience of being a ‘customer’ that really gave me the spark, as well as the confidence to take this ‘interest’ into something that I thought could be amazing.
At the heart of this was the desire to combine the very best florals with the passion and experience of creating a bespoke offering, all underpinned by a formal training and qualification process that would allow me to avoid a ‘cut and repeat’ model. For me, it is all about understanding the customer and helping them to bring the relevance of great design, service and high quality florals to life at a price that they are willing to pay.
So, my journey was never really sparked by floral design, but a love of flowers and a strong desire to give everyone that very best, irrespective of their budget – something that was as true and individual as they were – bringing personality, memories as well as great technique, product and service together.
WHAT IS THE MOST CHALLENGING ASPECT OF RUNNING A FLORAL BUSINESS?
If there was only one thing! Most florists that I have spoken to didn’t really start out ‘to run a business’ – they just loved florals and floral design, and ideally that is what they’d just love to do – all of the time! But, the luxury of being able to spend time with clients, understanding their dreams and vision and being paid to bring that all to life, comes with some ‘downside’ too.
Apart from making sure that there is enough money to pay all of the bills, and keep the lights on, the most challenging aspect of a floral business is always being true to your own personal standards and the vision and service that you want to provide. We can’t be ‘all things…’, we have to have confidence in what we provide, the value and artistry we provide, as well as the time, experience and training that it has taken us to get to this place. And finally, it has to be about the ‘product’ – the florals themselves, making sure that we always source and provide the very best – and yes this does come with a cost, so having confidence to explain and justify. Balancing all of these is what makes it ‘challenging’.
HOW DO YOU SEE THE FUTURE OF FLORAL DESIGN EVOLVING, AND WHAT EXCITED YOU ABOUT THE INDUSTRY’S POTENTIAL?
The floral industry had to adapt following the expansion of supermarkets offering flowers, which as we know has caused many High Street florists to close, but I believe that the art of floral design is recognised as a specialist area by the public for occasions such as weddings, events and funerals. The skill in the artistry of flowers is being recognised and respected so as an industry we have a fabulous opportunity to grow, educate and promote our skills as an artform and encourage clientele to engage whether it be through an event, wedding, funeral, workshop or attending Fleurs de Villes. What we do is a form of art, and our medium is flowers. It is up to us to educate and to understand our clients to develop trust, engagement and sales – this is an area which is so exciting.
HOW DO YOU SOURCE FLOWERS AND ENSURE THEIR QUALITY?
From the very beginning, I’ve always searched for and worked with suppliers than I know can work to the demands and stresses of a floral business – those able to source quickly; research and locate specific varieties; charge a reasonable price for their product. I don’t want the cheapest, or the ‘pile it high, sell it cheap’ sector of the market. Spending time with them – getting to know them and how they work – and whether that aligns with my own approach, has enabled me to develop a network of suppliers that I can trust and I know work to the same high, sustainable standards that I’ve set for myself and my business.
HOW DO YOU INCORPORATE FLOWERS INTO YOUR PERSONAL STYLE – FASHION AND/OR HOME?
If I could fill every room with flowers at home and have time to appreciate them I would, but I spend so much time at the studio. I have plants everywhere, especially succulents and orchids in the house. Luckily I have some beautiful roses in the garden along with some other blooms I grow, so I pick a few and pop them in little vases to bring in scent.
IF YOU COULD CREATE YOUR DREAM GARDEN, WHAT TYPES OF FLOWERS AND PLANTS WOULD YOU INCLUDE, AND WHY?
Gosh, my dream would be to have a garden big enough to have garden rooms! One would be a cottage/ornamental garden with blousy perennials such as delphiniums, foxgloves, lavender, catmint geraniums, roses and daisies, with herbs and bulbs. The next would be a vegetable garden, then a zen/shade garden with a water feature, stones, moss and hostas. Lastly, a woodland garden with all the native British woodland plants. If only…
WHAT’S YOUR FAVOURITE FLOWER QUOTE?
“A flower does not think of competing to the flower next to it. It just blooms.” – Zen Shin
This quote has always stuck in my mind, especially in this age of social media. We humans have a natural tendency to let our brains compare and compete with others, which is ultimately exhausting and not healthy. If I find myself doing it, I remember this quote.
LASTLY, COULD YOU OFFER OUR READERS A SNEAK PEEK INTO ANY UPCOMING PROJECTS OF TRENDS THEY CAN LOOK FORWARD TO SEEING FROM YOUR FLORAL STUDIO?
We have some amazing weddings and events which we are so excited about and I am developing a new range of wedding and funeral services too (but I can’t say too much about that at the moment!) The experience of FDV has stimulated the team and me too, so we are thinking about entering Chelsea (depending on criteria) next year – so watch this space!
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