In Conversation With Hattie Fox
With winter out of the way and
warmer days on the horizon, what
better way to get us in the mood for
spring than a little visit to That
Flower Shop studio where we caught
up with London florist and Founder,
Hattie Fox. With a Fine Art degree
under her belt and a love for colour,
Hattie's designs are wild, loose and
overflowing with locally grown British
foliage. We sat down with Hattie to
find out how it all started, what her
daily routine is, and to discover her
go-to wardrobe staples. Here’s what
she had to say...
Can you tell us a little bit about your story? How did you get started in the flower business?
I was a florist for 8 years working for lots of other florists in London and overseas - I had also been doing a Fine Art degree alongside working and then graduated in the middle of the recession. I didn't have enough money to only do art and I loved working as florist so my Dad suggested I start doing flowers on my own and it just sort of grew from there.
Where do you get inspiration for your floral designs?
I'm crazy for colour and anything that isn't too manicured. They normally start with a colour combination I'm obsessing over and then I dissect them to make them akin to a hedgerow - I grew up on a farm in the middle of nowhere so hedgerows are my forte.
How did you develop your signature style?
Our style is always changing - I worked for a lot of other people before I worked for myself and I think that's a great learning curve because you have to learn someone else's vision. My style is always evolving – whenever I make something I'm never happy with it, and then when I look back on it a year later I'm always like, that was good, why am I not that good anymore and then the cycle continues.
What do you think is the best kept secret in the floristry industry?
I'm not sure really – I think it's more of a secret as to which florists are actually skilled at the trade compared to people who just take good pictures of flowers for Instagram - the two are easily confused.
Can you walk us through a day in your life?
I normally wake up at 4 am and try to leave my house in 20 mins - I have a dog so normally take her to the park quickly around 4:25 in the morning and then we both jump in the van and drive to the flower market in Vauxhall. Buying the flowers and foliage normally takes around 1.5 hours to 2 hours - I then drive back to East London stopping first at our shop in Ace Hotel to drop off the flowers and to check everything is looking good. Then onto our studio in Hoxton where - I put together our contracts for weddings and events. Along side this I also do some wedding consultations – and then normally head home for around 5pm. I love running so I go for a run at the end of the day. I finish with dinner and read or watch something and then get up and do it all over again.
How do you make your clothes work for you and your busy lifestyle?
I try to wear simple things when I'm running around on my feet all day so I have to be practical but also look like I'm ready for a meeting - simple, black and denim is my answer to most things.
What are your go-to wardrobe staples?
Jeans, a leather jacket, and boots or trainers.
Name one style rule all women should break.
I think people should wear less make up - but hey that's just me and who am I to say.
The best thing about my job is... the early mornings in the summer months are
precious, 'glad to be alive' moments.
If I wasn't running That Flower Shop... I would be surfing every day and working in a coffee shop.
My favourite flower is... I couldn't tell you it's always changing - Zinnias are most consistently favourite.
My guilty pleasure is... Reading my horoscope, I'm always looking for some guidance.
Words to live by... nothing stays the same, everything always changes.
My favourite London hang out is... Lardo bebè - all the pizza - hardly any room to sit down and they like dogs.
A day isn't complete until I've... we've listened to Notorious B.I.G
My favourite season is... Autumn, I love the colours and the textures.
Get the look
Shop the full S/S17 collection here
Photography by Sandra Seaton @sandraseatonphoto_
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