Meet the 5 star florists of British Flowers Week 2017

New Covent Garden Flower Market is delighted to reveal the identity of the five florists chosen by our judges to be the stars of the British Flowers Week photoshoot 2017. Over the course of the British Flowers Week campaign (19-25 June), their stunning British flower designs will be revealed here on, on social media and through our media partners.

Between them, these five talented florists represent a total cross-section of the flower industry. Each of the five florists offers a distinct floral design style and runs a different type of flower business, but all are united in their passion for British flowers. Here’s your chance to meet them.

Carly Rogers

Carly Rogers Flowers |

Carly Rogers is a Camberwell-based artist stunning the flower world by combining a passion for flowers with contemporary art and fashion. Since taking a Saturday job in a flower shop in her teens to learn the basics, she’s been pushing boundaries to create dazzling artistic installations. From large-scale themed events, to weddings and enormous one-off installations for prestigious venues such as Mayfair restaurant Sketch, this is a florist going beyond the traditional floral arrangement. Seeing a demand from her clients for seasonal British flowers, Carly buys from the Flower Market daily and is dedicated to using British flowers and foliage as much as possible.

Jennifer Pinder.jpg

Jennifer Pinder

Jennifer Pinder Floral Styling |

Taking her inspiration from the British countryside around her, Jennifer Pinder’s style is wild, natural, romantic, and totally spell-binding. A former lawyer who fell in love with floristry, she recently located from south London to the countryside completely driven by her love of flowers. Now growing and foraging all her foliage, with occasional top ups from New Covent Garden Flower Market and local growers, Jennifer specialises in wedding flowers and teaching floristry. Offering 100% British wedding packages, and for other weddings using as many British flowers as she possibly can, this is a home-grown florist proving the key to truly unique and beautiful work is using British flowers.

Mary Jane Vaughan.jpg

Mary Jane Vaughan

Mary Jane Vaughan Designs |

Tipped by The Evening Standard as one of the best wedding florists in London, and current New Covent Garden Market Florist of the Year, Mary Jane Vaughan is one of the most sought-after and highly-regarded florists in the city. Along with her creative team, Mary Jane takes care of flowers for events and weddings in some of London’s most exclusive venues. Created in their studio just minutes away from the Flower Market, their designs have graced red carpets, sky scrapers and art galleries, amongst others. Mary Jane is committed to always buying British-grown flowers where possible, making her a perfect ambassador for this year’s British Flowers Week.

Abigail - Petal and Stalk.jpg

Abigail MacNiven

Petal & Stalk |

Petal and Stalk is a village florist and flower school set in the heart of the Lincolnshire countryside, with a delicate neutral style incorporating herbs and unusual foliage. Abigail opened her shop in 2015 after the launch of a successful Christmas pop-up. It has gone from strength to strength, managing to decorate 30 weddings in the first two years of business alone. With a devotion to locally sourced foliage and flowers, often from their customers’ land, this is a florist wowing the local community. Part of the team of top florists selected to create the still-life floral installation in Trafalgar Square last year, Petal and Stalk have made a name for themselves by combining exceptional seasonal flowers with their unique P&S style to service weddings, events, dinners and stunning bouquets delivered throughout the Lincoln area.

Matt - Urban Flower Company 550.jpg

Matthew Richardson

Urban Flower Co |

An independent flower and plant studio in North London, Urban Flower Co are inspired by botanical influences to create unique designs in a signature natural and unstructured style. Created and headed up by Matthew Richardson, these Flower Market regulars play with textures and tones with a heavy focus on one thing: greenery. Foliage features in a big way in all they do, from their selection of weekly-changing seasonal bouquets, to their installations, special commissions for events and weddings and styling projects and the wide selection of unique botanical plants on sale in the shop. With their fresh approach to floristry as an antidote to the chaos of urban living, Urban Flower Co are using British Flowers Week 2017 to put greens on the map.

Leave a Reply

Your email address will not be published. Required fields are marked *

by British Flowers Week Team