Friends of Begg x Co - SAGE Flowers
Bio
Leaving restaurants and biology behind, SAGE was born to bring unique floral design south of the river to Peckham, London SE15. Bored by the local offering, SAGE is inspired by more unusual flowers, foliage and form, moving away from traditional arrangements and the rules of classic floristry. Not only do Iona and Romy lead floral workshops, but they also frequently speak on radio, television and brand events, discussing floristry, young female entrepreneurship, sustainability, brand building and design.
Can you tell us a little about the beginning of SAGE? How did you get started?
We started SAGE in 2018. We both knew the kind of business we wanted, the kind of flowers we wanted to create, and the kind of brand we wanted to have, so it was kind of a no brainer to do it ourselves. We wouldn’t have been satisfied working for someone else forever. We started in Romy's kitchen working on events, then when we were looking for a studio we came across a retail unit that had great light and a nice vibe. It was bigger than we needed and we hadn’t even intended on opening a shop so soon, but we went for it anyway and haven't looked back!
How would you describe your floral designs?
We’re definitely known for our unusual combinations of flowers, textures and colours. Our arrangements are constantly evolving as our tastes and influences change, I think this separates us from a lot of traditional florists.
What project were you most proud to have worked on?
We've been lucky enough to work with some amazing clients - Gucci, Glossier, Fenty, Converse, Matches Fashion were definitely proud moments for us! Clients that give us full creative control and trust us are always amazing to work with!
What does a day in the studio look like?
We arrive no later than 6am to unpack and condition our flower delivery. We work on getting any delivery orders out before opening our shop at 10am. We spend the day making arrangements, catching up with suppliers and clients, chatting to the locals that pop by, researching product we like and might want to stock and designers we want to work with.
Have you learned anything new about yourselves this year?
We're pretty resilient and adaptable! We pivoted really quickly to upping our delivery service during lockdown, and making the most of the shop being closed by getting it refurbished, getting in new product lines, planning out where we want to be in the future and how we get there!
What have you both been doing to stay positive in this current climate?
We look out for each other and recognise when the other one needs a break, some time off to recharge. We're getting better at noticing that in ourselves too. We used to run ourselves ragged, which isn't sustainable for ourselves personally or the growth of the business long term. When we're together, we’re planning our next moves and who we want to work with always excites us and cheers us up!
Follow SAGE Flowers on Instagram here: @sage.flowers
Check out SAGE Flowers website here
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