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LET'S SLOW FASHION DOWN WITH MODERN CLASSICS DESIGNED TO LAST
Florist and founder of Wild Wood London, Charlotte Wood, invites us to her home on a sunny day in London, where we discuss all things fancy florals and personal style.
Florist and founder of Wild Wood London, Charlotte Wood, invites us to her home on a sunny day in London, where we discuss all things fancy florals and personal style.
DF: Can you tell us a little bit about yourself and how you got into floristry?
CW: I set up Wildwood London in 2014 because I wanted to have a really bespoke service with flowers. About a year before I set up Wildwood, I was working as a fashion designer and I used to spend every Sunday at Columbia Road flower market – I just didn’t want to leave. I’d then get home and I’d spend loads of hours fiddling around with lots of little floral arrangements, which in hindsight probably weren’t that great [laughs]. I’d kind of got to the point where I was wondering what my next step was going to be and if I wanted to start my own fashion brand or maybe do something completely different, so I took a little sabbatical from work and over that time I ended up having a few people ask me to do flowers for a few events here and there.
I was totally not ready, but I think if you wait until you’re ready, you’ll never do anything. So I did a City & Guild course and then I worked with McQueens florist. At one point, I did a wedding. I was completely unprepared, but it ended up going so well. I made friends with some photographers and I think once you set the intention for what you’re going to do, everyone around you just wants to help and support. And if there’s something you don’t know, just ask. You end up figuring so much out on the way.
DF: What does your typical day at work look like?
CW: No two days are the same. It could be a really early flower market run - going to my lovely wholesalers at New Covent Garden Market, or I’ll be going to source, so that I can do my moodboards, or events – I’ve got a few for Chelsea Flower Show coming up soon. Or I might be meeting a bride or setting up a workshop. It’s really varied. And I’m also studying on the side at the moment as well – just a hobby I picked up during the pandemic. I think it’s nice to have other interests. I think there’s such a hustle culture that if you have a slight interest in something, then suddenly you feel like you have to make a big global brand out of it. And sometimes it’s actually just nice to do something just for the sake of it. It doesn’t always have to have some sort of end goal.
DF: Can you tell us a little bit about yourself and how you got into floristry?
CW: I set up Wildwood London in 2014 because I wanted to have a really bespoke service with flowers. About a year before I set up Wildwood, I was working as a fashion designer and I used to spend every Sunday at Columbia Road flower market – I just didn’t want to leave. I’d then get home and I’d spend loads of hours fiddling around with lots of little floral arrangements, which in hindsight probably weren’t that great [laughs]. I’d kind of got to the point where I was wondering what my next step was going to be and if I wanted to start my own fashion brand or maybe do something completely different, so I took a little sabbatical from work and over that time I ended up having a few people ask me to do flowers for a few events here and there.
I was totally not ready, but I think if you wait until you’re ready, you’ll never do anything. So I did a City & Guild course and then I worked with McQueens florist. At one point, I did a wedding. I was completely unprepared, but it ended up going so well. I made friends with some photographers and I think once you set the intention for what you’re going to do, everyone around you just wants to help and support. And if there’s something you don’t know, just ask. You end up figuring so much out on the way.
DF: What does your typical day at work look like?
CW: No two days are the same. It could be a really early flower market run - going to my lovely wholesalers at New Covent Garden Market, or I’ll be going to source, so that I can do my moodboards, or events – I’ve got a few for Chelsea Flower Show coming up soon. Or I might be meeting a bride or setting up a workshop. It’s really varied. And I’m also studying on the side at the moment as well – just a hobby I picked up during the pandemic. I think it’s nice to have other interests. I think there’s such a hustle culture that if you have a slight interest in something, then suddenly you feel like you have to make a big global brand out of it. And sometimes it’s actually just nice to do something just for the sake of it. It doesn’t always have to have some sort of end goal.
DF: What’s one of the biggest challenges you’ve had to overcome in your career?
CW:I think it’s maybe not always having the confidence at times and thinking “Ooh, am I sure about that” and in turn perhaps ending up limiting myself. Because when I’ve ended up taking the leap of faith I’ve been so happy. I think to myself ‘What’s the worst case scenario?’ and I know that sounds kind of negative, but actually, if you can deal with that, then everything’s going to sort of fall into place.
DF: What’s the best piece of advice you’ve ever received?
CW:‘Feel the fear and do it anyway’ which is also a great book.
I just always think to myself ‘what’s the worst thing that can happen’. In the early stages of my career, I took on jobs where I’ve definitely not been qualified, but what is being qualified anyway? You just work it out and the next time, you’re even better and more confident. Every job is slightly different, and you’ll always be learning on the job, so just go for it!
DF: What would you say is the most exciting project you’ve worked on?
CW:I really enjoyed doing a project recently with the Charleston Trust, where we hung up a 3 metre dried flower installation - I’ve really gotten into working with dried flowers - I just love that you can repurpose it, so it has a bit of a sustainable element as well. When we got to the venue, it was 5 metres tall and so my 1 metre ladder didn’t quite cut it. We ended up throwing fishing wire over the table and managed to hang it up in the end.
DF: What’s one of the biggest challenges you’ve had to overcome in your career?
CW:I think it’s maybe not always having the confidence at times and thinking “Ooh, am I sure about that” and in turn perhaps ending up limiting myself. Because when I’ve ended up taking the leap of faith I’ve been so happy. I think to myself ‘What’s the worst case scenario?’ and I know that sounds kind of negative, but actually, if you can deal with that, then everything’s going to sort of fall into place.
DF: What’s the best piece of advice you’ve ever received?
CW:‘Feel the fear and do it anyway’ which is also a great book.
I just always think to myself ‘what’s the worst thing that can happen’. In the early stages of my career, I took on jobs where I’ve definitely not been qualified, but what is being qualified anyway? You just work it out and the next time, you’re even better and more confident. Every job is slightly different, and you’ll always be learning on the job, so just go for it!
DF: What would you say is the most exciting project you’ve worked on?
CW:I really enjoyed doing a project recently with the Charleston Trust, where we hung up a 3 metre dried flower installation - I’ve really gotten into working with dried flowers - I just love that you can repurpose it, so it has a bit of a sustainable element as well. When we got to the venue, it was 5 metres tall and so my 1 metre ladder didn’t quite cut it. We ended up throwing fishing wire over the table and managed to hang it up in the end.
DF: Do you have any tips for at home flower arranging?
CW:I love to always have some plants and foliage with me as well. I’d definitely recommend for you to get some really interesting vases that you love and some eucalyptus. Don’t underestimate the power of having some eucalyptus - It will dry out, it will look beautiful. In terms of styling up an arrangement, just have a play around with it. I usually put the flowers straight into the vases and arrange them that way - starting with the foliage to build a shape and then adding in the flowers afterwards. You can also do the criss-cross tape method where you tape the top of the vase up so that the flowers stay in position.
In terms of keeping them fresh, you want to change the water every couple of days and make sure to chop the stems at an angle. If it’s a woody stem, cut up the stem as well (roses, hydrangeas).
DF: Do you have any tips for at home flower arranging?
CW:I love to always have some plants and foliage with me as well. I’d definitely recommend for you to get some really interesting vases that you love and some eucalyptus. Don’t underestimate the power of having some eucalyptus - It will dry out, it will look beautiful. In terms of styling up an arrangement, just have a play around with it. I usually put the flowers straight into the vases and arrange them that way - starting with the foliage to build a shape and then adding in the flowers afterwards. You can also do the criss-cross tape method where you tape the top of the vase up so that the flowers stay in position.
In terms of keeping them fresh, you want to change the water every couple of days and make sure to chop the stems at an angle. If it’s a woody stem, cut up the stem as well (roses, hydrangeas).
DF: How would you describe your personal style?
CW:I’d say it’s quite understated. I like neutral colours - I always live in black. But I’m branching out a bit. I do like to have a little quirky twist to my outfits. I love accessories.
DF: Do you have any go-to wardrobe staples that you look to season after season
CW:Definitely a classic coat or trench. I’m a bit coat obsessive. I love to wear an oversized coat with something a little more fitted. At the moment, I’m really into brightly coloured pyjama tops as well (and not just pyjamas style - they actually are pyjamas). I don’t think I’m quite ready to do the full pyjama look just yet, but I think it’s fun to play around with colours and push boundaries a little bit.
DF: What are some of your favourite fashion brands/stores?
CW:I love going to Paris, so I love the lifestyle store, Merci. I think it’s incredible. I’d say my wardrobe is quite a good mix of luxury and contemporary brands - I love MaxMara, but I also love COS. For jeans, Agolde is a favourite. I do like to buy things that I know are going to last. I just don’t want a wardrobe full of items that are going to end up in landfill, so I usually invest in staples that I know will last me.
DF: How would you describe your personal style?
CW:I’d say it’s quite understated. I like neutral colours - I always live in black. But I’m branching out a bit. I do like to have a little quirky twist to my outfits. I love accessories.
DF: Do you have any go-to wardrobe staples that you look to season after season
CW:Definitely a classic coat or trench. I’m a bit coat obsessive. I love to wear an oversized coat with something a little more fitted. At the moment, I’m really into brightly coloured pyjama tops as well (and not just pyjamas style - they actually are pyjamas). I don’t think I’m quite ready to do the full pyjama look just yet, but I think it’s fun to play around with colours and push boundaries a little bit.
DF: What are some of your favourite fashion brands/stores?
CW:I love going to Paris, so I love the lifestyle store, Merci. I think it’s incredible. I’d say my wardrobe is quite a good mix of luxury and contemporary brands - I love MaxMara, but I also love COS. For jeans, Agolde is a favourite. I do like to buy things that I know are going to last. I just don’t want a wardrobe full of items that are going to end up in landfill, so I usually invest in staples that I know will last me.
