Tucked in the urban sprawl of east London, among the vintage boutiques and artisan cafes of Bethnal Green, is a shop front that inspires passers by to embrace the unusual. Packed with colour, textures and the delicate scent of hundreds of exotic and homegrown blooms, Flowerescent on Roman Road creates stunning and striking floral displays for engagements, weddings and other special occasions.
The family run floral design company is owned by Prakash Sudra and Sandy Vaja, who runs the store with her cousin Honey Vaja.
The company bloomed out of a shared love for floristry, fine art and events and the pair now create stunning floral displays, bouquets, haars and boutonnieres for brides and grooms, delivering to clients and wedding venues across England.
Past projects and current commissions exercise the Flowerescent team’s versatility and ingenuity; from a 15 metre-long garland to decorate a shrine, to delivering a beautiful 3.5 metre willow and fresh foliage tree for a couple getting married in the V&A Museum of Childhood, each challenge fills the team with excitement and anticipation. “Some of our customers let us create the look for them, but we love hearing their ideas as it allows us to experiment with different flowers and see what works best for them”. Some of their most sought-after requests are for Asian bridal bouquets and fresh flower Mehndi jewellery, a trend Sandy fully expects to flourish in 2014. She advises choosing extravagant and traditional designs saying, “Brides are becoming more daring and want something that creates maximum impact, which is thrilling for us as we can really unleash our creativity! We love the idea of bringing the outside in; using flowering trees, potted plants and lush foliage to bring the splendour of nature into wedding venues and mandaps.”
Flowerescent offer comprehensive wedding packages, starting first and foremost with a budget consultation. The next stage is the design process; Sandy and Honey discuss ideas, themes and colours to provide customers with a detailed quote. Finally, the pair visit the wedding venue to get an idea of the dimensions they could be working with before designing a floral concept for the client. Flowerescent can also provide vase, pedestal and backdrop hire at an additional cost, which creates more of a setting than standalone arrangements.
To eliminate chances of double booking, clients are advised to book up to four to six months before the Big Day for table and venue décor. Floral accessories such as boutonnieres, Mehndi floral jewellery and bouquets take up to three months to organise to ensure the flowers needed are in season.
Cheerful and friendly, the girls have formed strong working relationships with the London’s premier floral trade wholesalers in Hackney, Enfield and Vauxhall to source some of the more exotic flowers for their designs. They champion home grown flowers in the summer months when the English countryside is abundant with blooms and promote winter favourites, such as willow, berries and holly over the festive period. “The foliage during this time is absolutely stunning, full of various textures and shades,” Sandy enthuses. Inspired by seasonal shifts, bridal and catwalk fashions and their surroundings in the creatively rich east end, Flowerescent continually create innovative and fresh designs throughout the year, keeping them at the forefront of their industry.
The pair firmly believe that a personalised service is central to the success of the business. “Customer service is hugely important to us. We’ve developed great relationships with customers and traders who pop by to say hello and thank you.”
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