MAKERS | EUROPE | UK | FLOWERS

 

Lil Caldwell | Florist

 

 

Leading litigator-turned florist Lil Caldwell - founder of London's most sought after floral design studio, Grandirosa - spent 10 years working 70-hour weeks in the City before a course in floristry changed the trajectory of her career. Famed for their exquisite exploding roses, Grandirosa have decorated many of London's most notable events, while Lil works hands-on, crafting flowers, in particular roses, into visual works of art.

How did you begin?

I was a lawyer at a leading international firm for 10 years, from the age of 24. I was a litigator, and although I enjoyed it, I was very creative at school and forced to leave it all behind. I was funnelled down the route of getting a 'proper job'. I always felt something was missing. I became a senior associate at the firm, and they give you a month's paid leave as part of the promotion. Most go to Thailand as they are so burned out, but I did a floristry course at Jamie Aston (which doesn’t exist anymore) and loved it.

One of the girls I met there asked me to do some work experience at the florist Rebel Rebel. I took the Saturday job and continued law. I kept this up for two years; I was exhausted but soon started getting my own jobs at small events and weddings. When I decided to leave my legal career, support came from places I didn’t expect. My bosses were all very serious men in suits but they were totally supportive. I was asked to pitch for [London hotel] The Ned when it opened, which was a huge turning point. I kept up my legal consulting for a while, and then things escalated.

How did you learn?

All hands on deck, basically. I learned the trade step by step; I think you have to really jump in and be willing to do the hard work to make things happen. You need to know first-hand if it's right for you, no one can tell you what you should and shouldn’t be doing with your life from afar. I jumped from 70-hour weeks in law to endless days filling buckets of water and working in cold markets. You can only have a business if you know how to run a business.

How do you plan, prepare and create your works?

We always start with the creative, we are either given a brief or make one. We are 'plan heavy', ensuring we have the right candles, vases, staff and so forth. It’s a complete look. Flowers need to work alongside everything else in the space. We make one moodboard after another until we are all happy.

Creativity is everything, I love being able to use my hands in every sense. There is nothing more rewarding than executing an event from start to finish and seeing the results. The side I don’t like is the lack of respect for florists, which I don't feel exists with other careers. When I told everyone I was a lawyer, they’d say, ‘wow!’. I don’t get this now, which is so wrong. There is a disregard for how hard people work at times, and a light needs to be shone on jobs that combine the hands and the head.

Who or what most influences your work?

Different things: interiors, surroundings. For Cabana, we have worked with some incredible architecture: classic, beautiful London houses with so many wonderfully unique intricacies and features. My close professional network has guided me throughout my company’s development. People have always supported us so in return we always go above and beyond: it is a two-way relationship.

One more thing… Your master or muse?

It’s the women in my life, the ones I meet every day and those who have been with me since the beginning. I don’t look up to famous people or anyone I don’t know.

I think the best thing in life is to notice the small things and act on them. I’m impressed by little acts of brilliance in big ways. You can build on them.


 

Interview by Sophie Goodwin
Images from Petrina Hesketh, Billal Taright, German Larkin, Moeez Ali & Marco Bahler

EXPLORE THE ATLAS

Join the Cabana family

×