We view everything we do as fundamental to positive client outcomes – from our initial client engagement through to flower arrangements and pack down. Our job is quite simply to help create and deliver memories that last a lifetime…”
Ryan Wicks, founder, Love Flowers
Ryan Wicks, the founder of Love Flowers, a luxury wedding and event florist, is based in Hertfordshire, England. Established in 2007, his talented team delivers unforgettable experiences and exceptional service to clients across the UK. Here we discuss…
C&B: “Ryan, your floral designs for weddings are fantastic. What first inspired you to start your journey in this field?”
RW: “I spent more than a decade as a Head Chef and part-time DJ before making the transition to floristry. I was introduced to it by a friend, and it ticked so many boxes for me – really appealing to my creative side and utilising many of the skills I’d developed as a chef. It soon became clear that I’d found my true passion, and I converted a double garage at the back of Rickmansworth High Street into a florist in 2007. Over the years, business flourished, and we relocated to an industrial estate, closed the shop, and focused purely on weddings and events…”
C&B: “That’s an amazing progression – did you initially look around and get inspiration from any other designers in floral design?”
RW: “From the start of my floristry career, I was always inspired by the likes of Karen Tran, Jeff Leatham and various other high-end London florists. Over the years I’ve been extremely lucky to have worked with some amazing planners/designers which has allowed my vision and passion to grow…”
C&B: “Yes, designers and planners come up with the most amazing designs at some really outstanding venues and locations! Which ones do you personally like the most?”
RW: “I really love working in historic buildings and quirky architectural buildings in London. The history, the energy and the stories all inspire creative thoughts. I enjoy the English countryside, beautiful meadows, forests and venues with character which also inspire my design creativity. The natural beauty of the Cotswolds is a prime example of my ideal environment…”
Whenever I visit a new venue, I always take time to visualise each area, and I never research the venue’s events in advance as I don’t want to see what other florists/planners have done previously. I want my vision to be unique and exciting and I want my couples to experience my excitement as I paint a picture of how the flowers will look on the day…”
Ryan Wicks, founder, Love Flowers
C&B: “What unique elements do you incorporate into your floral arrangements to reflect the beauty of your surroundings?”
RW: “If the event is held inside a venue, we consider the colours of the room, the artwork and frames, and the fixtures such as chandeliers and bookcases. We then base our styling and color schemes around these elements. If the event occurs in an outdoor space, we focus on its natural beauty, observe the trees and available plants and flowers, and assess their colors during the season in which the event or wedding is taking place. I believe it’s always best to enhance the natural beauty rather than attempt to change what is already present…”
C&B: “How do you approach the initial consultation with clients so as to truly understand and interpret their vision for the wedding or event?
RW: “We take the time to get to know our clients – listening to them and understanding what makes them ‘tick.’ This personal approach underpins everything we do. We always ask for their ideas, colour choices, and mood boards if they have them; however, if they don’t, our highly personalised approach allows us to help interpret their thoughts and suggest ideas. A number of other aspects are also considered, including the season and time of year the event is scheduled. Once all this information is gathered, we then start the process of building their ‘dream day’ together…”
C&B: “Can you share a memorable experience from a wedding or event where your floral designs played a significant role?”
RW: “This may sound clichéd, but our job is to ensure that the floral designs play a significant role at every wedding and event in which we are involved. We always stay behind after set-up to ensure we are present when the couple enters and sees the florals for the first time, as it’s truly lovely to share in the emotion. There are often tears from the couple; it’s the most amazing, heartwarming experience and a significant part of why I do this job. I would say that whether the event is big or small, it’s not the size of the wedding or the budget that matters, but the emotion of knowing that we have captured their vision and more. Nothing beats that feeling.”
C&B: “Every industry has its challenges. What obstacles do you face while working in the floral industry, particularly for weddings and major events?”
RW: “I’d say the most important aspect for us to overcome is the booking of staff – having the best team around me is crucial. We have a very talented team, have developed many strong supplier relationships, and plan everything well in advance to ensure we consistently exceed client expectations. At a more operational level, for example, when it’s a major wedding, we’ll look to hire a larger space than our own facility offers; space is very important when it comes to efficient production…”
C&B: “On the subject of design and production, how do you ensure that your floral designs align with current trends while still maintaining a timeless quality?”
RW: “I don’t really follow the trends as such, we just love to create designs that are unique to the client requests. This approach allows us more creativity – not limiting our ideas to what is ‘on trend’ at the time. We can push the boundaries and be unique…”
C&B: “Can you describe your process for creating a unique and cohesive floral design that complements the overall theme of a wedding or event?”
RW: “I enjoy the process of thinking creatively – I’ll note ideas as they come and build a library in my head before any formal process begins. From that early creative phase comes illustrations, sketches, flower research, budget considerations and then I’ll build on that…”
C&B: “How do you manage the logistics of sourcing flowers and materials, especially for large-scale events?”
RW: “We tend to use our trusted Dutch supplier for most of our flowers as we have 100% confidence in the quality and reliability. Over the years we have also built up an amazing variety of suppliers and sources for a whole range of different requests of different items we’ve been asked to source such as props, chandeliers, candles, phone boxes… the list goes on! Having such strong supplier relationships is vital to successful outcomes and we’re truly grateful to have such trusted partnerships…”
C&B: “Yes, reliability and quality are crucial! In what ways do you prioritise sustainability in your floral design practices?”
RW: “We utilise green waste for disposal, recycle as many materials as possible, and encourage couples to either take home leftover flowers or gift them to a local hospice or charity. We also repurpose flowers on the wedding day whenever possible, moving them from one area to another. Across the wider business, we are constantly reviewing methods and taking incremental actions to enhance our sustainability…”
C&B: “How do you handle last-minute changes or requests from clients on the day of the event? Does that ever happen?”
RW: “We proactively communicate with clients throughout the buildup to any event to ensure they are satisfied and to help prevent any last-minute changes. However, we are always prepared and bring spare flowers and materials with us, just in case. Our job is to help create lasting memories, and we are exceptionally adaptable and flexible to ensure that we deliver on this commitment.”
My ideal project would be to dress a castle from top to bottom. Imagine having an incredible budget that allows me to be creative, bringing in abundant wild English foliage, a plethora of flowers, and my exceptional team to join me in creating the magic. That would be the best playday ever.”
Ryan Wicks, founder, Love Flowers
C&B: “What advice would you give to couples looking to choose the right floral design team for their wedding or major event?”
RW: “Go with your heart. If someone has inspired you, and got you excited for your big day then go with that, don’t chose purely because of budget…”
C&B: “Final question, Ryan – how do you select the flowers for each project, and do you have any favourite blooms that you love to work with?”
RW: “I treat the selection of flowers as a very personal aspect of my work. I believe it is always best to prioritise what the client loves and to create arrangements around their preferences, suggesting complementary flowers as needed. The type of display also influences our choices; for instance, if we are designing a large arch or hanging display, we may opt for larger blooms or flowers that trail or hang beautifully. Each season offers an abundance of stunning flowers, making it extremely difficult to choose a favorite. However, if I were to select one, it would have to be the highly scented English garden rose…”
CONTACT: http://www.loveflowersuk.com
