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British Flowers Week Day #2 designs: wild romance from Jennifer Pinder

Each year, florists representing the crème de la crème of the floristry industry are chosen to take part in a special photoshoot for British Flowers Week, showcasing truly spectacular best-in-class designs. On Day #2 new designs by Jennifer Pinder were revealed! Passionate about British Flowers, Jennifer’s wild, luxurious and deeply romantic floristry style lends itself perfectly to using homegrown blooms.



Florists are asked to create three floral designs; a showstopper, a technical challenge, and a signature arrangement, all celebrating the best of British flowers and floristry. Entries to this year’s competition to choose five florists were judged by a panel of British flower ambassadors including head judge and royal florist Simon Lycett, joined by Shane Connolly (celebrity florist and florist by appointment to both HRH The Prince of Wales and HM The Queen), Alice Vincent (Daily Telegraph journalist ‘treading the line between plants and pop culture’) and Amy Gray (Horticultural Adviser and National Farmers’ Union).



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.

Showstopper Design | Rustic bench nestled in a meadow setting using pink foxgloves and scabious, purple alliums and salvia, pastel coloured cornflowers, lilac delphiniums, geraniums, white orlaya grandiflora, cow parsley, nigella and irises, plus brizia, ivy and mint

Technical Design | Three styles of buttonholes from various eras, with different symbolism behind each of them.

Signature Design | an exquisite urn design using chicken wire with foxgloves, roses, peonies, delphiniums and orlaya grandiflora

To find out more about the inspiration behind Jennifer’s designs, the technical details and flower content for each, to see more photos and to read her full profile, read the British Flowers Week Day 2 blog.




With summer upon us, British Flowers Week (Monday 19th – Sunday 25th June) brings together independent florists, wholesalers, flower growers and consumers to celebrate the very best of UK talent and raise awareness of British flowers. Run by the Flower Market at New Covent Garden Market, and now in its fifth year, the week will be marked by the release of 15 specially commissioned floral designs from five of the country’s top florists.

The UK flower and plant industry is currently worth over £2.2 billion, with sales of British flowers around six times the value of sales of vegetable du jour kale. Meanwhile, there is a real resurgence of British blooms afoot with 12% of the flowers we buy now coming from home soil - up from 10% in 2013.

British Flowers Week is all about celebrating British flowers and the people who grow them, sell them and create stunning designs using them, keeping the floristry industry fresh and inspiring. This is something British Flowers Week organisers, New Covent Garden Market, know a thing or two about as the UK’s biggest, specialist flower and plant hall supplying 75% of London’s florists. Throughout the week, people can expect celebrations of British flowers all across the country in flower shops, city centres, stately homes and gardening shows, with flower farm open days and floristry workshops.

Meanwhile, social media users can get involved using #BritishFlowersWeek and following this hashtag to see some of the stunning displays which have been created by this year’s winners.