Floral Couture | Neill Strain

Where did your love of flowers begin?

My fascination with flowers and botany began when I was a child. I used to spend hours in my grandmother's garden, admiring her beautiful Roses. That's probably why I'm so obsessed with the scent of roses - I even have two rose-inspired candles in my own line of bespoke fragranced candles.

One day, my aunt, who knew about my love for flowers and gardening, took me to a flower arranging class at the local college. I still remember the arrangement I made that day - a bunch of dahlias crammed into a container, surrounded by spiky crocosmia foliage. It may have looked like something you'd find on a compost heap, but I was so proud of it. That's when my passion for arranging cut flowers really took off.

‍You opened your first boutique in Belgravia in 2008, what inspired you to launch your own boutique? 

After years of immersing myself in the world of floristry—earning a degree and completing a prestigious Dutch Master’s programme in the Netherlands—I felt it was time to embark on a new venture and create something truly unique. My journey didn’t stop at floristry; I also studied art, design, set design, and special effects for film, television, and theatre. This diverse background allowed me to see the world of floral design through a different lens, and I began to notice a distinct gap in the market.

While working within London’s floristry scene, I realised that there was a lack of high-end, bespoke floral designs that utilised flowers of the most exquisite quality, sourced directly from the growers. My time in the Netherlands was particularly enlightening, as I had the opportunity to visit flower growers and witness the remarkable quality of their blooms—something that was not readily available in the UK. Recognising this, I established direct connections with these growers, ensuring that I could bring these exceptional flowers to London’s floral landscape.

In 2008, I took the bold step of launching my first boutique in Belgravia. This boutique was not just a business endeavour but a manifestation of my lifelong passion for the finest craftsmanship. I wanted to create a space where discerning clients could experience the epitome of floral artistry, surrounded by an atmosphere of elegance and sophistication. Each piece in the boutique is meticulously curated, reflecting a commitment to the highest standards of quality and design.

Belgravia, with its timeless charm and esteemed reputation, was the ideal location to bring this vision to life. It’s more than just a boutique; it’s an invitation to step into a world of refinement, where every detail is carefully considered, and where clients can discover the true beauty of bespoke floral design. I warmly invite you to visit and experience this journey for yourself.

‍As a visionary in floral design, what do you love most about what you do? 

What I love most about what I do is the profound privilege of turning my passion into my business. Every day, I have the joy of working with beauty and elegance, surrounded by the delicate artistry of flowers. The ability to innovate and inspire, not only for my clients but also for those who follow our brand, is incredibly fulfilling. It’s an honour to know that people look to us for trends, themes, and inspiration, and it drives us to continually push the boundaries of floral design.

‍There is something truly magical about the power of flowers—their colours, textures, and forms—to transform a space and elevate the lives of all who experience them. Whether we are creating a breathtaking arrangement for a special event or enhancing a space with our art, the impact is tangible. Our work has the ability to enlighten and uplift, bringing a sense of wonder and beauty into everyday life. It’s this transformative power, the ability to touch lives through our craft, that I find most rewarding.

‍We all strive for the perfect work life balance; how do you get that right? 

Achieving the perfect work-life balance has been a journey for me, and I must admit it took quite a few years of having almost no balance at all. It’s only in the past couple of years that I’ve really managed to strike a better equilibrium. The turning point came when I brought on a managing director to handle the day-to-day running of the business, including HR, finance, and operations. This decision has been transformative, as it has allowed me to fully step into my role as Creative Director.

Now, I can focus solely on the creative vision for the business, cultivating the culture within our team, and nurturing our key client relationships. This shift has not only improved the way I work but has also given me the space to reclaim a balance in my personal life. I’ve made a commitment to my well-being, which includes reformer Pilates sessions with an instructor twice a week, and gym training with a personal trainer twice a week. These routines are vital for clearing my mind and rebalancing myself.

‍Additionally, I’ve prioritised travelling more, as it’s during these trips that I find my greatest inspiration. This travel feeds into my constant desire to create and innovate, enriching both my personal life and my work. By carving out time for these pursuits, I’ve found a way to maintain a healthy balance, which in turn fuels my passion and creativity.

‍You have spoken about your travels and how they inspire you, where do you like to go for some R&R? 

I absolutely thrive when I travel; it’s where I fuel up on creativity and find endless sources of inspiration. Growing up in the Irish countryside, I’ve always been a country boy at heart, with a deep love for being surrounded by nature. For my 40th birthday two years ago, my partner and I embarked on a driving holiday through New England in October, specifically to experience the fall foliage—a long-standing item on my bucket list. The trip not only met but exceeded my expectations. The sheer magnitude and richness of the autumn colours were utterly breathtaking, providing a visual feast that was both humbling and inspiring. We indulged in apple cider doughnuts and sipped hot apple cider as we wandered through the stunning Vermont countryside, a moment that truly captured the essence of autumn.

This summer, we returned to New England, which, though entirely different in the warmer months, was equally captivating. We spent time in Newport, Rhode Island, marvelling at the grandeur of the Gilded Age mansions of the Vanderbilts and Astors. As someone deeply inspired by architecture and interiors, this was an absolute highlight—the opulence and attention to detail were a tremendous source of creative inspiration. We also visited Martha’s Vineyard, where the beauty of being surrounded by the sea and the vibrant hydrangeas dotting the island left a lasting impression.

Recently, I also had the pleasure of visiting County Donegal in Ireland, where I stayed at Fanad Lighthouse for a couple of nights. It was a wonderfully remote and tranquil experience, entirely disconnected from the world with no mobile phone signal or television. The cosy warmth of a log burner and the sound of the wild Atlantic crashing against the rocks created an atmosphere that was both soothing and profoundly atmospheric. These experiences remind me that there is so much beauty in the world to draw from, and they continue to inspire my work in the most unexpected and delightful ways.

Neill Strain has been creating stunning floral experiences to international acclaim for decades, we find out how his unique training and creativity sets him apart. 

Describe your unique approach to floral design? 

My approach to floral design begins with a deep understanding of the setting where the arrangement or installation will reside. I draw inspiration from the interiors and surroundings, ensuring that the design feels perfectly at home in terms of scale, colour, and style. It’s a subtle nuance, but one that makes all the difference. There’s nothing more jarring than a floral design that feels out of place, as though the context has been overlooked. How many times have you attended an event where a towering table centrepiece seems precarious, as if it might topple over at any moment? It’s an experience that can be quite anxiety-inducing for guests.

I also take great care to draw inspiration from my clients themselves, considering their tastes and ideas. This personalised approach is what elevates our work to the level of bespoke floral couture. By blending the client's vision with our own distinctive NSFC style, we create designs that are not only beautiful but also deeply meaningful. Our commitment to exceptional quality and the use of often rare flower varieties further distinguishes our approach, making it truly unique in the world of floral design.

‍You have often spoken about your relationship with world class growers in the Netherlands, how does your sourcing strategy set you apart? 

My relationship with world-class growers in the Netherlands began during my time studying there, where I was introduced to a network of high-calibre growers. This experience opened my eyes to the remarkable quality and diversity of blooms that were available—qualities that I felt were not as readily accessible in the UK. From that moment, I was determined to bring this exceptional standard to the London floral scene.

What sets me apart from other florists in London is this direct connection with top-tier growers, which allows me to source flowers that are not only of unparalleled quality but also often rare and unique in variety. By working closely with these growers, I can ensure that my designs are crafted with the freshest, most exquisite blooms available, often long before they become accessible through more conventional channels.

This sourcing strategy gives my work a distinctive edge, as it allows me to offer clients a level of floral couture that is truly bespoke. The exceptional quality of the flowers I use elevates every arrangement and installation, ensuring that they stand out in terms of both beauty and longevity. It’s this commitment to sourcing the very best that has become a hallmark of my brand, distinguishing my work in a highly competitive market.‍

How do you help your clients develop a floral brief for their home? 

When helping clients develop a floral brief for their home, we take a highly personalised and collaborative approach. As mentioned earlier, our unique process begins with a deep appreciation for the setting or interior space. We carefully consider the architecture, design style, and overall atmosphere of the home to ensure that the floral arrangements feel perfectly integrated. This is then combined with a thorough understanding of the client's tastes, likes, and dislikes, allowing us to create something that truly resonates with their personal style.

Our distinctive NSFC approach and our commitment to using premium-quality flowers sourced directly from our trusted network of growers in the Netherlands are key elements of what we offer. The beauty of working with flowers lies in the ever-shifting seasons—no two weeks are ever the same. Each season brings a bounty of new flowers and foliages, which means that every floral installation we create for a client’s home is unique and reflective of the time of year.

With 16 years of experience and a strong reputation in the industry, many of our clients trust us to handle the creative direction. They know that we’ll deliver something extraordinary, leaving the finer details to us so they can simply enjoy the beauty of the final result. This trust allows us the freedom to innovate and ensures that each project is not only a reflection of the client’s desires but also a showcase of our best work.

Your client base is truly international, how do you ensure impeccable service and delivery whether you are designing experiences for a private residence in Mayfair, a yacht in Monaco or a celebration for foreign royalty in Dubai? 

Ensuring impeccable service and delivery for our international clients, whether designing experiences for a private residence in Mayfair, a yacht in Monaco, or a celebration for foreign royalty in Dubai, is something we take great pride in. As a well-established business, we have developed clear processes and a robust structure that allows us to consistently deliver at the highest level, no matter where the project takes us.

Our success lies in the strength of our talented team and the clarity of direction I provide. I place great emphasis on aligning everyone involved, ensuring that each team member understands the vision and their role in bringing it to life. This alignment is crucial, particularly when executing projects abroad, where the stakes and expectations are often even higher.

A recent project saw us completing a four-day sail on a luxury yacht in the Mediterranean for a client, where we were tasked with creating setups for five separate events. This was no small feat, but it was carried out successfully by my team of fourteen incredibly dedicated and skilled individuals. We invested a significant amount of time in meticulous planning, covering every detail well in advance. This preparation meant that once we were on board, we were fully in control, ready to tackle any logistical challenges that came our way—and there were many.

This high level of organisation allowed me to stay focused on the client, providing them with the attention they deserved while overseeing the events and ensuring everything was perfect before each one began. By not getting caught up in the minutiae, I was able to give my final blessing on each setup, confident that our thorough preparation and the talent of my team would deliver the exceptional standard our clients expect.

Out of all the private and corporate commissions you have done, do you have a favourite? 

Throughout the history of our business, we've had the privilege of working on numerous exhilarating and memorable commissions, many of which remain confidential due to NDAs with our clients. However, one commission that stands out as a particular highlight was being flown to Milan by Lady Gaga to create a bespoke birthday flower installation for Donatella Versace.

For this project, we crafted giant 8ft tall letters—"D" and "V"—entirely made of white gardenias, Donatella's favourite flower. It was another logistical challenge, but one we were determined to bring to life. The moment Donatella walked into her office and saw Gaga’s gesture was absolutely priceless and made all the effort worthwhile. While there have been countless remarkable commissions over the years, this one remains a standout due to the unique combination of creativity, challenge, and the unforgettable reaction of the client.

What inspires you to create new collections?  

My inspiration for creating new collections comes from a rich blend of experiences and influences. Travel plays a significant role, as exploring different cultures and landscapes continually exposes me to new ideas, colours, and textures. Each journey ignites a desire to create and innovate, bringing fresh perspectives into our floral designs.

Additionally, the ever-changing seasons are a constant source of inspiration. The natural evolution of blooms and the shifting palettes throughout the year offer a wealth of opportunities to craft collections that reflect the beauty of each season. This dynamic interplay between travel and the seasons fuels my creativity and drives our commitment to delivering the very best in floral couture.

As we are essentially the Haute Couture of floral design, it feels both fitting and essential to continually introduce new collections that embody the essence of elegance and innovation. This ongoing evolution ensures that our designs remain at the forefront of the industry, offering clients unique and captivating experiences that are always in harmony with the world around us.

‍How have you seen the industry change over the last 16 years? 

Over the past 16 years, I’ve witnessed significant changes in the floral industry, reflecting broader trends and evolving client expectations. One of the most notable shifts has been the increasing emphasis on sustainability and eco-friendly practices. There is now a much greater focus on sourcing flowers responsibly, reducing waste, and adopting environmentally conscious methods, which has become a crucial aspect of our approach.

Technological advancements have also transformed the industry. The rise of social media has allowed for greater visibility and interaction, enabling floral designers to showcase their work to a global audience and connect with clients in new and innovative ways. This digital presence has also heightened client expectations, driving us to continually elevate our standards and push the boundaries of creativity.

Overall, these changes have pushed the floral industry to new heights, fostering a more dynamic, creative, and sustainable approach to floral design.

‍Are you looking to expand your network of boutiques abroad? 

While we have long had the privilege of working on international events and installations, expanding our network of boutiques abroad has been a topic of interest for some time. Over the years, I’ve been approached by clients who have expressed a desire for us to launch the business in new locations outside of London. However, I never felt the time was quite right.

Now, with our London business firmly established and thriving—thanks to our well-regarded boutiques in Belgravia, Harrods, and the recent addition in Mayfair—I’m excited to share that we are actively working on a plan to grow NSFC into new international markets. This next chapter holds great promise, and I’m enthusiastic about the opportunities that lie ahead. Expanding abroad will allow us to bring our distinctive floral couture to new audiences and continue to push the boundaries of floral design on a global scale.

We know that you have always had an eye on sustainability, tell us more about your Five-Year Goal

Our Five-Year Goal is deeply rooted in our commitment to sustainability and protecting the beautiful planet that provides us with such a bounty of exquisite flowers. We have made substantial strides in this area and continue to push forward with a comprehensive plan to enhance our environmental responsibility.

One of our key initiatives has been phasing out the use of floral foam, a material that contains microplastics and is harmful to the environment. In its place, we now use sustainable, biodegradable alternatives that align with our eco-friendly values. This transition is crucial in reducing our environmental footprint and ensuring that our practices are more aligned with our commitment to sustainability.

Additionally, we have taken significant steps to make our packaging more environmentally friendly. All our flower packaging is now made from recycled paper and is fully recyclable, ensuring that we minimise waste and support a circular economy. Our ribbons are crafted from rPET, which is derived from recycled ocean plastic. This choice not only helps reduce plastic waste but also underscores our dedication to using materials that contribute positively to the environment.

We believe that these efforts are integral to our mission of safeguarding the planet. By implementing these sustainable practices, we aim to set a benchmark in the floristry industry and inspire others to adopt similar measures. Our Five-Year Goal is to continually evolve and enhance our sustainability practices, ensuring that we can enjoy and share the beauty of flowers while actively contributing to the protection of our planet.

‍Neill Strain

Founder, Neill Strain

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