Meet Amanda Randell, the creative floral force behind Amanda Randell Floral Design. Amanda is a British Master Florist, RHS Chelsea Gold medalist, tutor at the renowned Academy of Floral Art and now a member of the Good Florist Guide.
Why did you decide to join the Good Florist Guide?
Being a huge fan of Caroline’s, I sought to be a member when she first created the Master Florist directory, so I was thrilled to be automatically included when the Good Florist Guide was set up. It means a lot to be included on such a prestigious site where the values of providing excellent service and design skills are paramount and appreciated.
What do you think you bring to the guide?
I am passionate about good quality flowers, designed beautifully for the client in a meaningful and thoughtful way that instills a sense of wellbeing.
Best business decision?
Increasing my floral design knowledge through study. I chose to study with Tina Parkes at the Academy of Floral Art and completed City & Guilds Level 4 and 5 applying for a licentiateship and last year went to America to take the AIFD with her guidance. You never know it all… and I love learning.
Worst business decision?
Business is an ever evolving occupation, making choices are a day to day occurrence and sometimes they don’t always go according to plan. But I am a ‘cup half full’ kinda person and see everything as an opportunity, so with a positive frame of mind one can overcome anything.
If you weren’t a florist, what would you like to do?
I can’t see myself in any other profession, I am passionate about what I do, however, if I was forced to make a choice I would love to make props for films. I have daydreamed of creating all the potions bottles in Professor Snape’s potions cupboard in Harry Potter.
Your perfect day?
After a successful creative day, sitting down to share a fabulous meal with friends, a huge glass of good red wine in an amazing environment.
A weekend off!
What’s your biggest pet hate?
Florists who don’t know how to charge correctly that undermine our industry.
What do you find most difficult?
Is the customer always right?
I have a strong sense of ‘Customer is King’, however, one has to pick moments to say it how it is.
Best piece of advice to someone starting out in the industry?
Follow your heart, make lots of friends in the industry, and be prepared to work really hard.
What are you most excited about in the next year?
Being one of the teaching team on ‘The Big Event’, the Academy of Floral Art’s Floral Spa course on event floristry at Grade 1 listed Bridwell Park in June. Many florists I know are rather daunted by large-scale events, so we’ve designed ‘The Big Event’ course to tackle the design, planning and costings issues head-on and give florists the confidence they need to pitch and deliver successfully.
Bridwell Park, where the Academy of Floral Art’s new course is taking place
You’re stranded on a desert island, only one flower grows there, which would you choose?
And finally, the plug…
My passion is to create gorgeously creative and unique floral designs, where inspiration is drawn from the personal reflection of each client’s vision. At Amanda Randell Floral Design we are committed to styling and designing bespoke flowers in the West Country and further afield, where we take enormous pride in delivering any manner of floral schemes, from locally grown sources and/or from around the world, in a style to suit, be it rustic, eclectic, abundant, wild or elegant, contemporary or traditional, (the list goes on), creating deeply meaningful flowers for all of life’s events.
The Academy of Floral Art is one of the nation’s most highly regarded flower schools and responsible for teaching almost half the British Master Florists working today. The Academy offers outstanding professional and complete floristry training from beginners to Masters, starting with the Academy-designed Levels 1, 2 and 3 (similar content to C&G but with more emphasis on practice and variety) and progressing to the City & Guilds Level 4 and 5.
The Academy’s courses are delivered by the award-winning, friendly and exceptionally qualified team of Tina Parkes (Dutch Master, NDSF, FBFA, CertEd, AIFD, LCGI, IoPF Academic Fellow, MDPF — British Master), Julie Collins (BTec ND, ICSF, Cert Ed, MDPF — British Master, IoPF Academic Fellow), Amanda Randell (LCGI, MDPF — British Master, IoPF Academic Fellow and RHS Chelsea Gold medalist) and Kathryn Delve (HDIF (BSC Hons), ACIB, IoPF Senior Member, AFA level 3, City & Guilds HDF level 4) at a choice of locations — in the village of Dunchideock near Exeter and in the city of Bristol.
We recently snapped Amanda’s desert island bloom, Oxypetalum Caeruleum, or Tweedia as it’s otherwise known!