An interview with Philippa Craddock

Philippa Craddock is an independent florist and plant gift specialist. Her floral designs for weddings and events in London and the South East are complemented by a stylish gift service, which operates across the UK. We caught up with Philippa in the height of the summer season to talk weddings, gardens and flowers.

I became a florist while… searching for a wedding gift for a close family friend. I realised there was a gap in the market for unique floral gifts and began researching my idea - an online plant and flower gifting company.

I wanted gifts with meaning… chilli for a chef, or lavender for a city-dweller who longed for the country. Within a month of launching I was asked to appear on a TV wedding programme, and from a list of established florists, I was selected to provide all the flowers and plants for the show, and the floristry side of the business was born.

My first memory of flowers is… on long family spring walks and picking stems of pussy willow. As a child I was amazed (and still am!) by the wonderful soft furry texture of these beautiful catkins.

The thing I love most about my job is… being able to play with such a wonderful living medium. I love being part of the design process for events and in particular, weddings. Taking clients' ideas and making them a design reality, transforming a space and making it unique for just them. Selecting our plant collection for our gifting side of the business is always rewarding and I get such a buzz potting and boxing each plant gift.

I live… with my family in a part-Tudor country house in the heart of Sussex. It is a busy family home, full of life. We have retained many of the old, traditional features dating back to 1580, working them with design classics and the occasional super modern piece.

Our garden is… demanding. It consists of herbaceous borders with exotic lilies, lacecap hydrangeas and Arabian thistles - a small amount of woodland and a paddock. Our gardens very much inspire my work.

My favourite flower… changes on a weekly basis, but at the moment I just adore white bouvardia. It has a heavenly scent, is beautifully delicate and perfectly classic; it also works well with a huge variety of flowers and foliage, and yet creates a perfect design piece in its own right.

No day is average… it could be anything from preparing designs for a photo shoot, meeting a new bride or event organizer, speaking to journalists, sourcing new growers or props, right though to the very unglamorous and mundane company accounts.

I couldn't live without… my husband, for his steadfast support, his energy, enthusiasm and wonderful positive outlook on life - he is an extraordinary person.

My most treasured possession is… my watch given to me by my late father and which I wear everyday - it is a true design classic, a perfect example of engineering and a truly elegant piece of jewellery.

The most valuable piece of advice I've ever been given was from… my dear friend Jen, who said to me recently, "if you already know how you are going to achieve your life goals, they are quite simply not big enough."

The best job I've ever had was… the very first wedding I ever designed flowers for. The bride had so much confidence in me she cancelled her next booked florists during our first meeting. She was an absolute delight to work with and together we designed and created the most beautiful flower scheme for her wedding. I am very grateful to her for giving me a huge amount of self-belief in those early days.

I love… taking something old and breathing life back into it again. Our current project is our family home. Most of the inside is complete and we are now working on the gardens and outside space. I have just finished laying the old bricks to mark the edge of our driveway.

Everyday, I... wear something different. Depending on who I am meeting, it can be jeans, a chunky necklace and bare feet, a beautiful flowing dress or a pair of tailored trousers, white shirt and a silk scarf.

My happiest moments were… when our two young sons were born. The peaceful minutes soon after they arrived and everyone left us be are my most cherished and utterly joyful moments in life.

My favourite website is… www.retrouvius.com - it offers an eclectic mix of salvaged treasures and cutting edge design. I always love combining old and new, but often can't quite find the hours in the day to visit flea markets and antiques auctions, so this ever changing and imaginative design company is always a perfect and instant inspiration.

Emily Jenkinson

8 July 2010