This week we were excited to catch up with new florist Emily from Lowena Flowers on Killigrew Street in Falmouth. Having purchased a few beautiful bouquets, we couldn’t wait to talk to her and admire the unique and beautiful flowers while finding out all about the inspiration behind Lowena Flowers.
Hi Emily, it is so lovely to meet you – could you tell us about Lowena Flowers. What made you set it up and what is your background?
I did my degree at Falmouth University in Environmental Science but after graduating I moved to New Zealand and realised I wanted a more creative career path. Floristry uses natural ingredients and is married with the natural environment work that I’m so passionate about. So, I became a florist for the past 7 years specialising in sustainable floristry. I received work experience in New Zealand then when I returned to the UK, I trained in London. I then got a job in Bristol for a couple of years, but my partner and I always knew we wanted to return to Falmouth where we had studied. I have now been back in Falmouth for 3 years. I was working at Petalon on the North Coast which gave me invaluable knowledge on the growing side of flowers and I took a year out to work in the wedding industry in Tuscany, but I knew eventually that I wanted to do my own thing.
Why Falmouth? And why did you want to set up by yourself?
Floristry is really personal. Each florist has their own unique style and way. Falmouth doesn’t have a dedicated florist, so I really wanted to become that florist. It’s wonderful to feel part of the community. To offer a nice space for local people to support one another. There is often a disconnect from people choosing their own flowers so Lowena offers somewhere that people can choose and really be part of the experience.
What exactly do you mean by sustainable flowers?
Sustainable flowers are about using as many local flowers as possible. I have created a group of growers, using local suppliers and local businesses in Cornwall for sustainability. I work with a few growers around Falmouth and get to pick the flowers I want. Now that it’s colder I don’t have as many locally grown but in the spring summer I hope it’ll almost all be locally grown. I also stock Harriet’s Plants which are chemical free, peat free, and from the north coast.
And it’s not just flowers either. My candles are by Keynvor on the north coast and all the ceramics and artwork are local as well.
Do you offer any experiences or is it just bouquets and products?
I have begun doing some seasonal workshops as well, so I currently have some Christmas ones on the calendar. One for wreath making at The Boathouse and one with Sandy’s Deli for table centrepieces. This offers a nice space for local people to support each other, as well as learn some useful floristry skills. I also offer flowers for events – weddings, funerals etc. It’s nice because I think for a funeral it’s important to talk to the florist about the sentiment, so the flowers feel right for the family. And with weddings we can discuss themes, arrangements, colour palettes etc.
What sort of people buy from you?
Honestly, we get all ages – the freshers love the plants, older people love the outdoor plants and their garden. And of course, lots of bouquets too – for gifts but also, lots of people purchasing for themselves like you (Marketing Manager Jess writing this popped in last week for a bouquet of her own which I have to say I adore!) I also offer 10% off to local businesses and hotels for floral subscriptions – for example My Chiro and Sandy’s Deli have flowers on a subscription every 2 weeks to brighten up their space.
How do you decide what flowers to have?
I have options on the website – for example, sunset hues or neutral blush. I’m generally looking for whatever is most seasonal. I always make sure I offer a good mix combined with berries and local foliage from Bob’s Foliage.
Why the name Lowena?
It means joy in Cornish and the logo is a cosmos which signifies joy as well. After all, there is no greater joy than flowers!
What has been the biggest challenge for you setting up?
The biggest challenge has been completing the renovation whilst working at my previous job. Wanting to complete that in time mentally and physically was pretty difficult. It can also be challenging working with a perishable product, some days are busy, and others are quiet. It’s an ongoing balance of stock versus customers.
And then of course there’s the challenge of the supermarkets. Supermarkets buy flowers at cost price then sell them at cost price and they don’t last as long. Whereas these flowers come from a family business in Holland and arrived mid-morning fresh. Supermarket flowers are lower grade, but these stems are ones you can’t buy from a supermarket. It’s just many customers don’t know why they should purchase independently rather than from the supermarket. And for those who can’t get into town, you can order online, and I offer local delivery in Falmouth and Penryn.
There are different grades of flowers – I always buy A1 which is the best grade you can get. Add to that the cost of flowers is increasing. It’s around £35 as a starting from price for a beautiful bouquet. But you can also buy single stems and create something for less.
What makes you different in your floristry?
The sustainability aspect, but also the flower choice. For example, unique stems you might not see in other places. I also like to add some texture and consider seasonality. Tulips are £10 currently but they are less in spring when they are more readily available. For me, quality is paramount. I always check the growing standard with my suppliers. So, for example, looking at a rose, I’m considering which is a better quality of flower but also which has the better work standards for the farm. I am always looking at what is best environmentally and ethically. I check as much as I can to trace it back as each flower has a different grower.
What are the plans? What is coming up?
I’m currently launching my Christmas festive workshops. I have wreath workshops with local foliage and natural accessories, mulled wine and mince pies on 18th November, 25th November and 9th December. I also have a workshop at Sandy’s Deli on 21st December table for creating centrepieces which will be a lovely event with canapes and drinks.
For the future, I would like to create more workshops, meet more people, and find a way to offer flowers to elderly isolated people. I would love to do this but wouldn’t want them to pay so I need to look at how I could make that happen.
What flowers do you currently have in? Could you paint a picture for our readers?
I’ve currently got Cornwall Garden Roses, Agastache, Clematis, Campanula, Anemones, Avalanche Lovely Roses, Ammi, local Dahlias, Hyacinths and more!
Thank you so much Emily – anything else you want to add?
I just want to say thank you to everyone for being so supportive. It’s been wonderful getting to know the local businesses. I enjoy waving to Charlotte at Falmouth Ear Care across the road each day. Everyone wants you to do well and that’s so lovely to see. I’m excited for the warmer months as well as I’ll have even more local flowers in the shop.
Also, if anyone reading this is a local creator and wants to get involved, please send me an email. I want to provide a space where people can showcase their work. Lastly, I just want to mention to keep an eye on Instagram as I’m about to announce something exciting to celebrate reaching 1,000 followers. Readers can follow me on Instagram @lowenaflowers There is also currently 10% off online orders this week using the code SALE1000
Thank you so much Emily, how wonderful to welcome such a lovely shop to Falmouth, and what beautiful flowers! Find out more about Lowena Flowers here.
