Lulu Guinness

How did you start out?
Originally i trained in fashion design and gained a degree in womenswear. I have always been obsessed with flowers so after years of designing for Burberry and Allsaints I decided to move into floral design. I studied part-time at City & Guilds to get to grips with the basics before enrolling onto the four-week McQueens course, where the training is second-to-none and very inspiring.


It can be anything from the tones of the flowers in an old dutch master painting to a print that I have seen on the catwalk. My style is to avoid manipulating the flowers too much so that they are as natural and whimsical as possible.

Favourite flowers at home?
I adore Peonies but they are only available in the summer, so Roses, which are available all-year-round, most often adorn my console table. Mottled greeny-purple Hydrangeas are another favourite.

Prettiest smelling flower?
Lily of the valley smells gorgeous but my new favourite scent is jasmine; I am looking to expand the Wild Wood London candle range to include a jasmine scent.

Childhood ambition?
Initially I wanted to be a ballerina but this changed to becoming a fashion designer and now I don't think I would want to have any other job than to be a floral designer.

Best piece of advice you've ever been given?
I have an amazing unit of creative sisters; one is an interior designer and one is a jeweller. They often tell me to not take no for an answer and to always surround myself with like-minded, positive people.

If i could be a flower…
I would be an Anenome – they come in super vibrant shades.



Fancy yourself as a floral designer? The first 150 to sign up to the culture cloud will receive a packet of Charlotte’s favourite seeds.

All images provided by Wildwood London