face behind the flowers
Hi, I'm Emma
I never know what to say about myself, so I think I'm just going speak candidly about how I got here.
I had tumultuous path to floristry, including a BSc in Biology, MSc in Nursing, and years working in hospitality. The 2020 lockdown started a shift in my perspective of life being what you make of it, and I decided to forge my own path instead. One that brought me joy and showcased my passions for gardening and environmentalism.
I got into vegetable gardening as a hobby in 2017 and it spiraled from there really. I grew up rurally, learning about the natural world around me, and I've always felt a strong need to do right by nature - I pride myself on having never used weed-killer in my life, and also on my lifelong aversion to fast fashion, over consumption and excess waste. It's a way of life, not just for show.
I consider myself a lifelong introvert, its made starting a business quite challenging, in the sense of putting myself out there, so apologies for my awkward small talk if I ever meet you. I have been told however I'm quite good at giving speeches and don't come across as anxious as I actually am. So i consider that a win.
In day to day life I like wildlife watching walks, gardening (obviously), and I'm partial to a G&T and some loud rock music in the polytunnel. I have a small menagerie, consisting of 1 dog, 1 cat and 10 chickens here on my little flower farm, and am currently trying to decide if ducks is a logical next step...
What's the point?
My Core Beliefs
I believe that British grown, sustainable flowers should be a viable, and easily accessible option for everyone. It should be transparent and easy to find a bunch with a lower carbon footprint than a standard import bunch.
So at Wilderblooms i make it simple. 100% of the flowers I use grew here in the UK. Combine that with my plastic-free packaging and you're in for an eco friendly treat.
I believe that plastic floral foams have no place in modern floristry (they break down in water into microplastics)
I believe that organic and regenerative flower farming is the way forward.
I believe in working with the seasons
I believe that as a luxury good flowers shouldn't come at a cost to the planet, ecosystems, or the welfare of the people who grow them
Why locally grown is best
Impact of imported flowers
Did you know that an imported mixed bouquet produces 10x greater CO2 emissions per stem than a British-grown mixed bouquet?
Or that millions of Valentine's roses are imported every year halfway across the globe from Columbia and Kenya? (when did you last see a British rose flower in February?)
Do you cringe at the amount of single use plastic wrapping used by some florists and supermarkets? From plastic based cellophanes to polyester ribbons - sure, it can look fantastic - but what happens when the recipient takes it home - it comes straight off, goes in the bin, and off to landfill, its not recyclable.
And don't get me started on the working conditions on some of the flower farms in developing countries
The floral industry CAN do better, and MUST do better.