Neill Strain … using science to sell flower
I’ve never not hugged this man when we’ve been together so visiting him during lockdown was an interesting experience as I discovered on one of my silent London bike rides during CV19 Lockdown.
He’s wearing gloves and mask, I’m in a helmet, we are 2.5 metres apart (thank the Lord I have a long selfie stick!) and the display stand that is normally stuffed to the gills with flowers is the perfect place to lean my bike.
Yet being with Neill Strain is always a delight and for the customers standing outside for Waitrose next door his store continues to thrill and provide an all-important splash of colour as they patiently wait in their orderly queue. And whilst I’m not sure if he chose them - the spacer pods on the pavement perfectly match!
Because whilst Neill may be working behind closed doors they are the most elegant closed doors imaginable. Not just because the black Georgian frontage is simply gorgeous in its own right, but, as always, Neill has made sure that the outside display is simply stunning and every bit as Insta friendly as all his awe inspiring external displays are.
“There was no way I could leave the shop bare .. even if we were going to be closed. So before the team went off we created these two gigantic urns of faux pink Magnolia and Wisteria vines to form a canopy over the entrance. There may not be so many people passing but there is a permanent queue for the local supermarket and to be honest we simply couldn’t not have flowers – it’s what we’ve always been known for.”
Above: The spacer pods match the flower display perfectly while people waiting to get into Waitrose have a gorgeous display to look at as well.
Which is exactly what encouraged Neill to go back into his Belgravia shop after the first few weeks. “London was becoming a ghost town weeks before the official lock down and Harrods, where we have a concession, was empty. And to be honest, even though I had cut back hugely, we had a pretty disastrous Mother’s Day. On the Tuesday after the official announcement we simply cleared both sites, gave away all the flowers, the staff were furloughed and I locked the doors.”
“For the first three weeks I spent the time planning, preparing financial plans and communicating with customers. It was strangely cathartic and I used the time to not just think twice as to what I want from the business but how I am going to achieve it; in fact if I’m honest I was grateful for the break to assess the situation and strategise without feeling guilty.
When the second wave was announced I was relieved because there was still so much I wanted to do without the stresses and pressures of the business. Knowing the team were being taken care of and waiting in the wings has helped me think clearly and creatively about the future of the business.”
That said flowers are in Neill’s blood and having had to do a funeral that was already booked there was no way he could let Easter go past without sending a complimentary spring bouquet to 40 of his top customers who he knew were locked down in London with a lovely note and a few chocolate bunnies! “These were people who had supported me when we were open as normal and I just couldn’t let a key day go past without sharing the power of flowers with them. It wasn’t for any commercial basis - I was happily closed and had no staff - but knowing the health benefits for both body and mind it just seemed to be the right thing to do.”
Not just the right thing but actually a hugely successful gesture as well because his generosity didn’t just make the recipients happy but resulted in a mass of requests to send flowers to other people. 
Above: The flower display stand is usually full of flowers - see our video - now the perfect place to lean my bike!
“It wasn’t a plan but it snowballed and whilst it is nowhere near the levels we would normally do … just as well as it’s me and one freelancer one day a week! … it shows that the power of flowers is not to be underestimated and something I think every florist needs to be promoting at the moment.”
Currently Neill is working on Friday only deliveries which means he can consolidate the orders into a sensible work pattern and will only increase if demand warrants it. “It is very early days at the moment and with 21 members of staff on payroll it is going to have to really take off before I can even consider un-furloughing anyone just at the moment but I am delighted that we are able to help even just a few of our customers and keep the continuity going.
For the future Neill is not afraid to say he is worried for many of his florist friends. “It’s going to take a long time to build back and it will be a real survival of the fittest.”
But with Neill’s final words ringing in my ears as I wheel my bike out of the shop through a canopy of flowers I am reminded that we do actually work in the most amazing industry and all is not lost.
Because as he rightly says; “We are so lucky to deal with a product that lifts people’s spirits on every single occasion – happy or sad. Yes it’s going to be tough but I think the survivors will be the ones who are using their time now to really connect with their customer base, re-assessing every part of their business and above all using the amazing and scientifically proven benefits to promote flowers and plants as a ‘must have’ during the crises to help mental and physical health and wellbeing. It’s not a hard message but if we all do it then together we could make a real difference.”
Neill and me a year - and 2.5 metres - apart. Top picture; us as close as we could be in May 2020. Bottom shot: The two of us in normal hug mode during Belgravia in Bloom when Neill and his team created an awe inspiring display that won him the People's Choice prize.
Take a tour of Neills shop from last year's Belgravia in Bloom here
