How I Make It ... from law to flowers = Grandirosa
In a series of quick fire questions we meet the people behind the business .... this month Grandirosa ... a London based floral design studio.
Lil Caldwell co-founded Grandirosa in East London with her best friend Mary Wood five years ago, quitting her career as a lawyer to pursue her long-term love of flowers. With an impressive portfolio of clients across the hospitality, fashion and beauty sectors, Grandirosa has become renowned for high-impact luxury floral designs and creating extraordinary large-scale installations that utterly transform spaces.
Best business decision?
Founding Grandirosa with my best friend, a constant support - and partner to celebrate the wins with!
Worst business decision?
Continuing to run the business from my garden shed long after we’d actually outgrown it - quite the squish! Thankfully, we now have a large studio to call home.
If you weren't a florist, what would you like to do?
Well, I wasn’t always a florist - I was a lawyer in the City until five years ago. So I’m doing the job I want to do!
What's your biggest pet hate?
People getting stressed about floristry - we work with flowers, it’s a privilege and a joy!
What do you find most difficult?
Social media - remembering to take decent photographs after a big job or overnight install is nigh on impossible!
The installation for Soho Home's Christmas Story shoot featuring a variety of roses, dried hydrangea, snowberries, astilbe and skimmia, all in rich jewel tones across the grand fireplace and down the tables. Picture TomG Photography.
Is the customer always right?
Absolutely, we pride ourselves on top-drawer client service and it’s brought our customers back again and again.
Best piece of advice to someone starting out in the industry?
Be brave and trust your gut. Always remember why you started!
What are you most excited about in the next year?
Making this Christmas the biggest and best yet at The Ned... and some top-secret projects in the pipeline at Annabel’s.
The team behind Grandirosa: Left Mary Wood and right Lawyer turned florist Lil Caldwell
What three words would best describe you?
Driven. Passionate. Loyal.
What’s something you dream of doing?
Expanding the business internationally.
Most cringe-making moment of your career?
Holding up Heathrow Airport security on a bank holiday weekend after I forgot about my floristry scissors!
You’re stranded on a desert island, only one flower grows there, which would you choose?
Roses. All of them. No question.
And finally, the plug!
We're passionate about creating beauty and drama with flowers, from designing eye-catching arrangements for our hotel contract clients each week to major one-off installations and private event flowers. We love nothing more than the challenge of a weird and wonderful brief! See how we tackle them. Visit our website here or follow us on Instagram@Grandirosa
In 2019 John Lewis & Partners participated in alternative floral art show Chelsea in Bloom for the first time - and we were tasked with creating a show-stopping first impression. An astounding 3,000 fresh blooms were needed to craft our ‘under the sea’ themed display on behalf of John Lewis and Edinburgh Gin. Our sustainable design sculpted flowers into tumbling waves, tropical fish and colourful corals using chicken wire and no floral foam. Edinburgh Seaside Gin inspired our choice of bladderwrack, rose and lavender to create the colourful seabed. We were over the moon to win a Gold Award for efforts… but scooping The 2019 People’s Champion Award made our year!
