Before FloristRY
With a background in design and a lifelong love of visual storytelling, I’ve always been passionate about transforming spaces into experiences that evoke emotion.
Before floristry, I studied production design for film and worked as a photographic stylist for an editorial magazine. I spent my time creating stylised still photography and imagined worlds through building and decorating sets.
A short film set I designed inspired by the 1960s
This is me on the set of a short film where I was head production designer.
Although I loved creating these worlds over time, I felt something was missing; I wanted to be creative in a way that positively served real people and made a lasting impact. At the time, I didn’t know how to combine my creativity with another passion to make this happen.
Finding flowers
During the COVID-19 pandemic, my search for another creative passion led me to floristry. I fell in love with arranging flowers; they brought me peace at a time we all found incredibly tough. I began to notice the impact of flowers and the emotional connection they create, and I wanted to pursue this skill more seriously. I knew my creative instinct alone would not advance my craft; working with flowers required time, skill, and a commitment to learning.
I started by picking flowers from our garden, this was one of my very first flower arrangements.
My Dedication to the Craft
In 2020, I began my first floristry qualification. My floristry studies were grounded in technical skill, design theory, and professional business practice. This training deepened my understanding of how floristry connects theory and technique from flower care and design composition to ensuring exceptional quality for every client.
A glued shoulder design with metal wrapped in raffia to create a light weight mechanic.
A glued bridal bouquet with aluminium decorative mechanics.
I learned to balance my creativity with precision, creating floral designs that feel both intentional and instinctive. Alongside my studies, I spent the last five years working in busy flower shops and floral design studios, honing my technical expertise and learning the importance of creating designs for life’s most meaningful moments.
Over the last five years, I have completed three City & Guilds qualifications, starting with the Level 2 and Level 3 Diplomas and progressing to the Level 4 Higher Diploma (ICSF), which I most recently graduated from.
Today, my blend of careers and professional experience forms the foundation of my work as a florist. These creative careers have shaped my eye for design, and the years of study and dedication to floristry have focused that imagination into refined technique and craftsmanship. My drive has always been to create designs that not only decorate a space but also become part of the story being told. Floristry to me is an art, a service, and a lifelong skill.
Esme Fletcher Photography
HFP Photography
If you’d like to talk to me about bringing your floral vision to life contact me below.