Meet the Professionals

Interview: Floristry tips with Wendy Rea of Direct2florist

Direct2Florist expert Q&A

We rarely grow flowers purely to cut and display, and those that do end up in our houses tend to be stuck in a vase without much consideration for how they might look. We think it’s high time we upped our game.

There aren’t many people better qualified to answer our cut flower queries than Wendy Rea, a floristry ace at Direct2florist. The online business was started in the UK over 20 years ago and now connects consumers to local florists worldwide, with friendly partners that extends to 21 countries and over 3,500 florists.

We got in touch with Wendy to find out a little more about Direct2florist’s success and gather some tips to improve our own floristry attempts…

What makes a good flower for bouquets and displays?
Beauty is the main criteria but lasting quality is really important. 

What varieties of flowers are proving popular with your customers at the moment? 
More traditional varieties are very popular, such as peonies and sunflowers, but roses and lilies seem to be still the most popular.  

What flowers should we consider growing in our gardens next year to make the best displays?
The flowers I would suggest growing in the garden are what we in the profession call “fillers” – plants that include Astiloe, Alchemilla mollis, Aster September and Sedum. These are wonderful to fill out a vase of shop bought bouquet blooms.

Where do you get your flowers from?
We buy our flowers from a variety of sources. Direct from Holland, local wholesalers and British growers. It really depends on the season and quantities required.

What makes Direct2florist the award winning service that members of the public use to send flowers?
Product choice is fabulous, there is no extra charge for same day delivery, they are supporting real florists on the high street, the ordering process is very easy and transparent, and they are kept in the loop during every part of the delivery process.

What sets Direct2florist apart from competitors?
Low cost of membership and the fact that florists have the opportunity to still use their artistic flair. The 55,000+ reviews prove that customers love it as well.

How do you set about creating a new combination of flowers for an arrangement?
It almost comes naturally when you have been trained. However, odd numbers of flowers are easier to design with and having various size heads and differing textures create interest.

Do you have any tips for keeping flower arrangements looking their best for as long as possible?
Keep your water clean and remove all foliage if it’s under the water. Use flower food in your water – it really does work. Take off heads of flowers and leaves as they die. Not only does it look better but helps the other flowers to last longer.

And finally, what’s your favourite flower and why?
My favorite flower is a big blousy rose. Such as Four Seasons. Beautiful perfume and very romantic.

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