As part of the BFA magazine article that Country Baskets have completed with an insight into the trends behind flower shops, we visited some florists that gave us some information into how they merchandise and advertise certain products. Ian Lloyd is one of the florists that we interviewed about his ideas and inspirations on current trends and what he does in order to run a successful flower shop.

How long have you been in the industry?
Professionally, about 30 years. However, being a 3rd generation florist means that it’s something I’ve grown up with so has always been an interest and love of mine. I’ve been in retail for 27 years with my own flower shop, and have taken inspiration from my grandparents who opened their shop in the 1930’s.

What would you say your biggest inspiration is?
Over everything else, I would have to say that my customers are the biggest inspiration. Due to having my shop in a close nit community many of my customers inspire each other, whether it be in the shop or over social media, especially using Pinterest. Using their ideas and choice of flower is what gives me the aspiration to create the arrangements.

So, would you say you have loyal customers?
Definitely! Many of my customers have direct debits that means they get fresh flowers every week or every month. My customers love the feel of an idyllic, quaint flower shop, which is something I strive for.

What trends would you say influence your shop?
There are so many that I pay attention to when it comes to merchandising the shop and also others for when I’m creating arrangements. White flowers and greenery are the biggest trend at the moment which has become very popular with the majority of my customers, I think because of how well the neutral colours complement each other meaning they’ve almost become a ‘safe option’ for people, which can also be seen at the events that I dress.

In your opinion, what would you say the trending flowers are?
Right now, I would say that hydrangeas and peonies are trending flowers. They’re very big in demand as well so have almost become a fashion, in those same white and green colours that are everywhere at the moment.

And what would you say your favourite flower is?
A Gloriosa, in arrangements or by themselves I think they’re beautiful. They’re one of the more interesting and fiery flowers which are stunning by themselves and can add interest to any arrangement.