Five years ago Philippa Craddock had a dream – to stock her
stylish creations in Selfridges. At that time, she just moved from London to
rural Sussex, left lucrative employment in the City, and gave birth to her
first child.
Creating flowers for local weddings and parties at her
kitchen table kept her entertained. Soon, she retrained as a florist and her passion
for chic and calm floral arrangements fuelled a business venture – Philippa Craddock Flowers - that is now being
commissioned by some of the world's most recognised brands and individuals, from
Christian Dior to Claridges.
In October 2014 her dream came true. Philippa was appointed
Selfridges' only in store florist – a testament to her and her team`s impeccable
style, exemplary customer care, and drive to innovate and deliver truly inspiring
seasonal displays.
I bumped into Philippa on a prominent spot of Selfridges`
ground floor, in the room adjacent to the hall occupied by mighty brands like Tiffany
& Co., Cartier and Hermès. Here, Philippa`s flowers attract adoring glances
from passers-by and style-savvy fashionistas come to purchase their blooms. Photo
depicts Philippa in front of a magnificent display of imitation flowers.
The acclaimed florist caters for weddings and events, offers
office and home contracts, and even opened a flower school in
a studio in Sussex.
It is refreshing and inspirational to hear such a success
story, but no doubt it took hard work, vision and determination to become – in the
words of British Vogue - the 'Queen of London florists'.
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