I aim – constantly – for ‘utterly beautiful’ as a focal point, then worry later about the less fun, but still essential things like practicality and gravity. It helps that I have an amazing team to bounce ideas off. I’m never quite sure how to put it so I don’t sound like a diva, but if we only follow client preferences and current trends then we never leave space for creating something new…”
Ruari McCulloch, Founder & Creative Director of Pinstripes & Peonies
Ruari McCulloch, Founder and Creative Director of Pinstripes & Peonies, runs a wedding and event florist primarily based in the Vauxhall area of London. His company also has branches in Manchester, England, and in Nice on the Côte d’Azur, and is renowned for its work on events around the world, creating stunning floral installations. Pinstripes & Peonies is often the first call for its international client base, as the company is well known for assembling an entire team of quality vendors that support the production of a truly memorable and exclusive event. Here, Ruari discusses his journey from party planner to being acclaimed as one of the most highly respected floral designers in Europe today. He is in conversation with City & Beach Lifestyle on the last day of the RHS Chelsea Flower Show 2025…
We do receive comments from our friends and clients that ‘Pinstripes picks the best people,’ and it’s true! Our incredible team is made up of floral experts with international careers, as well as designers and crew with backgrounds in prestigious venues, prop building, production, catering, and much more! They are a wonderful, ‘chocolate-fueled’ hive of creativity and event knowledge that makes Pinstripes the company it is!”
Ruari McCulloch, Founder & Creative Director of Pinstripes & Peonies
C&B: “Ruari, what first inspired you to become a floral designer, and how did your journey lead you to establish your studio in New Covent Garden?
RM: “Genetics I expect! My mother is a botanical artist and I have always had a passion for plants and gardens. Sadly I don’t have green fingers, so rather than growing, I arrange. The company started from my kitchen table, but when we were looking for a studio in 2011, the Flower Market seemed like the best possible place, full of the most spectacular blooms, amazing energy and colour…”
A special benchmark was when I made our first arrangement for Queen Elizabeth – our ongoing work for the Royal Family is always a privilege…”
Ruari McCulloch, Founder & Creative Director of Pinstripes & Peonies
C&B: “It’s Chelsea Flower Show week and you’re also currently celebrating a significant anniversary in the business – can you share some of the key milestones or most memorable projects that have defined your past 15 years?”
RM: It’s never the what we’d call the ‘financial whoppers’ that stick in my mind, as successful as they are! The events that make me happiest are when I know we’ve made someone’s day or delivered the impossible. If I had to pick three occasions that made me personally happy, I’d choose when I designed flowers for the launch of Bridget Riley’s work at the National Gallery and her then asking me to join for the dinner – that was a dream as she has been a hero of mine since I was 13 years old; another special benchmark was when I made our first arrangement for Queen Elizabeth – our ongoing work for the Royal Family is always a privilege; also, I LOVE working at the Chelsea Flower Show and all the events staged around it…”
Being located at the New Covent Garden Flower Market in Vauxhall provides Pinstripes & Peonies with direct access to the freshest flowers available in the UK, allowing the company to prioritise seasonality and ethical sourcing in our designs. Additionally, this vibrant environment continually inspires our creative endeavours, enabling ideas to flourish…”
Ruari McCulloch, Founder & Creative Director of Pinstripes & Peonies
C&B: “What are some challenges you have faced as a floral designer in what is a fairly competitive market, and how have you overcome them?”
RM: “I always say there’s enough space in this industry for everyone, and truly, there is. Competition is high, but it only aids our creativity to be better in what we offer our clients. Working with a natural product, we are constantly aware of the impact we have on the environment. Our designs are getting bolder, whilst our ecological conscience is getting more astute. We are constantly evolving the way we work, even if this creates hurdles for ourselves! We have two awesome initiatives to make sure we are giving back. We are the largest donor to ‘Floral Angels’, and we maintain a ‘Nature Garden’ at a local primary school where we repurpose plants. We are so proud of both initiatives and think they add an extra quality of care towards the challenge of working more consciously…”
C&B: “On the subject of sustainability, how do you source your flowers and materials, and why is this process important to you?”
RM: “Our studio is within London’s flower market at New Covent Garden and we choose to be here because of our access to gorgeous blooms. Around 75% of London flowers pass through here and, with a few exceptions including English roses, dahlias and sweetpeas that we source directly from Hampshire, we buy from the market every day. It’s a JOY to have inspiring flowers around us and means we more often than not end up elevating each event with the words ‘I saw these and they were too beautiful not to include!’”
We strive to create memorable and innovative floral masterpieces that defy convention and, on occasion, gravity! We pride ourselves on not having a signature style and are known for our flexibility and creative approach to bring our clients’ visions to life…”
Ruari McCulloch, Founder & Creative Director of Pinstripes & Peonies
C&B: “You must install at so many incredible historical venues around Europe; which of them would you say are your favourites, and why?”
RM: “All our venues are of equal importance and I need to be careful about what I say as we’re hugely privileged to work in many utterly amazing buildings! However, if I had to choose just three in Europe they’d be:
“The Tower of London: After twenty-plus years of working on events at the Tower of London, it still makes the hairs on the back of my neck tingle. Despite countless hours on site, every time I’m there I learn something new or find a hidden piece of history…”
“The Violin Factory: Louise, the owner, is a dreamboat and one of the most supportive, positive people I’ve encountered. It’s a hidden gem and a pleasure to work in…”
“Paris: Any venue within the city; I love the grandeur of the architecture, the friendliness of the people and the general artistic buzz. It’s a fun place if you surrender to its idiosyncrasies and just go with it!”
We strive to create memorable and innovative floral masterpieces that defy convention and, on occasion, gravity! We pride ourselves on not having a signature style and are known for our flexibility and creative approach to bring our clients’ visions to life…”
Ruari McCulloch, Founder & Creative Director of Pinstripes & Peonies
C&B: “These locations are all fabulous and totally unique; what current collaborations does Pinstripes & Peonies have coming up on the horizon?”
RM: “As we are florists means that we are in constant collaboration with others! Our designs don’t work without the input of planners, production teams and the other wonderful humans we get to work alongside. This summer we have some outstanding weddings. For some we are working with world-class planners, and others we are working with the couple directly. Each offers an opportunity to deliver something unique and personal. Creating a magical moment for them that they will always remember is the best kind of collaboration!”
RM: “I want to keep pushing the limits with our creative ideas, championing sustainably, and grow our reputation as one of the best florists in the industry! I want to use our offices in Manchester and Nice as our base for stretching further afield. We already have teams going to Italy and Paris this summer, so P&P International is on the rise…!”
C&B: “As you celebrate this important anniversary, what message or reflection would you like to share with your team, clients, and the wider community about your journey and success?”
RM: “In a nutshell, I’m grateful. We can arrange all the flowers we want, but without our clients to trust in us, and our peers to encourage and inspire us, we wouldn’t have achieved this important milestone…”
CONTACT: http://www.pinstripesandpeonies.com
