Let’s Get Down To Business: Alice Strange

ALICE Strange, 35, is an award-winning luxury event florist from London, who has just moved to Market Place, Henley. She creates and installs flowers for large-scale events as well as smaller, home installations. Alice runs monthly workshops from her studio at Manor Farm in Peppard and teaches private clients. She will soon be launching a flower subscription service for residents of Henley and Marlow.

Describe your Business?

Alice Strange Flowers is a bespoke floral design service. For 10 years I have been creating flowers for weddings and exclusive, bespoke weekly house flowers for clients in Kensington and Chelsea.

How many people does it employ?

I have no full-time employees but I do have a fantastic team of florists who work with me in the studio every week.

What did you do before you started this business?

I worked for an international interior designer, Martin Brudnizki, based in Chelsea.

When did you start your business?

In 2016. I enrolled in as many flowers courses as I could but trained “on the job” at Wild at Heart in London for two years. I worked as a head florist in its concession at the Liberty of London store.

What was your objective?

I really wanted to have a business which celebrated my two passions — flowers and interiors.

What influenced you?

At Wild at Heart, I was selling flowers for celebrity homes in London but they were always dictated by the flowers we had on the day. I found it bizarre how people would spend vast amounts of money on flowers that didn’t necessarily suit their homes. This gave me the idea to start a bespoke weekly flower service.

Do you have a mentor or role model?

My mum. She is my absolute inspiration behind everything that I create. She taught me the basics when I was little.

Do you compare on a regular basis?

Always annually. The weeks are too busy and varied in peak seasons. As a florist, it is always after Christmas that I look back at the year and see how I have done.

How do you market your business?

I market myself as a bespoke personal florist. My background in art and interior design means I have an eye for innovative flower combinations, combining texture, shape and colour in my floral displays.

What’s the best thing about running your business?

Being in the countryside. I live and breathe it. I am forever gaining inspiration from my daily walks.

What’s the most challenging aspect?

Being on your own. It can be lonely on the days that I don’t have my team with me in the studio.

Where is your business headed?

My goal is to focus on sharing my love of flowers through my workshops and through large-scale events. I’m hoping to start a house flower subscription.

How important are online sales and why?

I prefer organic growth of clients for events and my workshops. I am a real people person, so building relationships is what I absolutely love.

Do you have a five-year plan?

At the moment no but I think 2025 will be a big year in paving the way for the next five years.

How do you have a work-life balance?

I’m still working on that but it goes through stages depending on what work I have on.

What’s the most valuable thing you’ve learned?

Time is money, particularly in floristry. I have to be really organised to manage my time well.

What advice would you give anyone starting a business?

Be your own creator and don’t watch what others are doing.

What’s the biggest mistake you’ve made?

Not having a contract in place for events when I started out. But I guess it’s sometimes good to learn the hard way. You don’t forget!

How organised are you?

Incredibly so. Planning flower lists and organising every facet of events means you have to be 10 steps ahead.

What three qualities are most important?

Personable and building relationships is critical; great time management is essential and consistency in delivering an excellent product without fail.

How do you dress for work each day?

I am out foraging and in the studio most days so warm comfy tops and trousers are my best friends with a pair of boots.

What can’t you do/be without every day?

Coffee — it’s my lifeline — and music.

Lunch at your desk or going out?

Always a working lunch in the studio but a nutritious smoothie to start my day is key.

Interview by Will Hamilton, intermediary
and global marketing consultant, Hamilton Associates