Floral inspiration from Florence Kennedy

In May, Pavilion is releasing Flowers Every Day - the first book by Florence Kennedy who runs the up-and-coming flower delivery business, Petalon Flowers. The book offers tips for making beautiful arrangements for any occasion - not only will it offer helpful decor advice for your store, but will also be great as a coffee table read for customers

Four years ago, Florence Kennedy quit her day job to set up flower delivery company Petalon. She has since been in high demand - in addition to delivering ‘bouquets by bike’, Florence arranges flowers for weddings and events and runs floristry workshops in her studio. Petalon has also attracted attention from the media: it was featured in the Vogue Edit of best London florists and named ‘one of London’s hippest new florists’ by The London Evening Standard.

Florence, who is not classically trained in floristry, offers a unique and modern approach to flower arranging. Breaking away from the formality of many traditional displays, her floristry style is practical and accessible, focusing on the character of the fowers - letting their natural shape and movement dictate her designs. In Flowers Every Day, Florence shares her obsession and shows readers how to create stylish arrangements at home.

Divided into four main chapters - Spring, Summer, Autumn and Winter - the projects are inspired by the comely joys of home, friendship and family gatherings, and are constructed using seasonal flowers and foliage.

Learn to make simple hand-tied bouquets, vase arrangements, floral chandeliers, wedding decorations and festive garlands and wreaths. All the core skills are covered, from sourcing your blooms, choosing your hues, working with wire and floral foam and conditioning both flowers and foliage.

Flowers Every Day will be a great book for bridal boutique owners who can gain inspiration for floral displays in-store, and the book will also be great for customers to flick through.


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