Florist Journal – Inspiration, Tips & Flower Stories from Covent Garden

Every Valentine’s Day, we see the same moment of hesitation.You step inside the shop, take in the scent of fresh flowers, and pause. Red roses are right there, waiting, rich with promise and expectation. But then the question surfaces. Are they too obvious? Or are they exactly right? Valentine’s flowers carry a lot of emotional weight. They’re rarely just decorative. They stand in for feelings that can be difficult to say out loud, especially in London, where understatement

Anniversaries arrive with a quiet thud of feeling. Suddenly you’re remembering first dates, nervous smiles, shared jokes, late nights. Flowers have a way of holding all that emotion without saying a word. We’ve spent generations helping Londoners choose blooms that feel right, not rushed, not random. The secret? Understanding traditional flower meanings and letting them guide you. Roses for Anniversaries and Romantic Flower Meanings in London Roses are often the first flowers

You’ve just brought a bouquet home and for a moment the whole room feels brighter. The colours feel richer, the scent softer, and there’s that quiet hope that this arrangement will last longer than the last one. With a little care and a few thoughtful habits, it absolutely can. We’ve spent decades working closely with flowers, and we know that keeping them fresh isn’t about complicated techniques or specialist knowledge. It’s about understanding what flowers need once they le

London moves fast. One moment you are racing between meetings, the next you suddenly need flowers that feel just right. That tiny jolt of panic is familiar to all of us! Choosing a bouquet shouldn’t feel complicated. It can be joyful, intuitive and wonderfully personal. We have spent generations guiding Londoners towards flowers that speak with warmth and intention. Let’s walk through it together. Match the Mood When Choosing Flowers in London Every bouquet carries a feeling.