About this episode
Text Agony Aunt Roz with your Cutflower Questions. Episode Summary: In this inspiring episode, Roz chats with London-based florist Lucy Maw, whose designs are grounded in her commitment to using 100% British-grown flowers. Lucy shares her transition from the world of fashion to floristry, and how her passion for gardening evolved into a thriving floral business. The conversation explores the realities of sourcing British flowers, the importance of relationships with local growers, and the growing demand for sustainable blooms. Lucy reflects on the challenges of marketing, the nuances of working seasonally, and how collaboration and community are vital to the future of British floristry. If you’re a florist or creative who cares about sustainability, seasonality, and style—this episode is packed with wisdom and warmth. What You’ll Learn in This Episode: 🌿 Why Lucy transitioned from fashion to floristry 🌸 The realities of sourcing 100% British-grown flowers 🌻 How seasonality shapes her design process and client work 🌾 The power of building long-term relationships with flower farmers 🤝 Why collaboration across the industry is essential 📣 The ongoing challenge of marketing and visibility 🪴 How Lucy educates clients on sustainability and flower sourcing 💬 The importance of community support in creative businesses 🎨 How her unique style blends natural beauty and bold choices 🧭 What flexibility looks like when designing with local blooms You can find further information about Lucy here: www.willowandmaw.co.uk Make the most of your garden by visiting bramblecrest.com and use the code FIELDGATE at checkout. See website for full details. If you enjoyed this episode, subscribe, leave a review, and share it with fellow florists and flower lovers! First Tunnels, leaders in domestic and commercial product tunnels. https://fieldgateflowers.kartra.com/page/newsletters The Growth Club: https://fieldgateflowers.kartra.com/page/thegrowthclub Lots of free resources on our website: https://thecutflowercollective.co.uk/cut-flower-resources/ Instagram: https://www.instagram.com/fieldgateflowers Facebook Group 'Cut Flower Farming - Growth and Profit in your business' https://www.facebook.com/groups/449543639411874 Facebook Group 'The Cut Flower Collection' https://www.facebook.com/groups/cutflowercollection