Situated on the King’s Road in the heart of Chelsea, Lavender Green has enjoyed the patronage of royalty, celebrities and high-net-worth individuals for over three decades. Steering the team of highly trained florists, designers and operational colleagues is Managing Director Colin Gray whose passion for flowers and plants began after he had completed his degree.
“After finishing university, I worked as a labourer landscaping incredible gardens in north London, and later studied garden design at Kew Gardens,” he explains, adding, “I now work with a team of exceptionally talented people to make incredible installations come to life.”
Nurturing nature
When Colin joined Lavender Green over 10 years ago, the synchronicity he noticed between different plants and the seasons while working outside in all weathers rang true with the ethos of the brand. “One of the things that we do is let Mother Nature be our guide. We have a responsibility to make sure we’re driving seasonality. For us, it’s about trying to echo what’s outside inside.”
The floristry industry is continually evolving towards more sustainable practices and Lavender Green is making huge strides in showing what can be done. Colin says, “Our environmental commitments and our approach to design are deeply embedded in how we operate. In many ways, we’ve had to change the rules for ourselves; for example, floral foam and peonies in November are no longer acceptable. We carefully consider our suppliers and are always looking for ways to improve. We’re about to undergo our second carbon verification so that we can measure progress and hold ourselves accountable.”
Lavender Green also has B-Corp Certification. “It’s something we are incredibly proud of and we donʼt take the responsibility lightly. B-Corp doesn’t define who you are as a business, but it is a recognised marker that helps people understand what you stand for. Continual progress is paramount. Being accredited today doesn’t guarantee you’ll still be accredited in three years. So yes, it’s a badge; but more importantly, it’s a commitment,” says Colin, adding, “B-Corp is often seen as an environmental or sustainability accreditation but it includes culture and diversity too.”
Floral fancies
It seems that the Lavender Green recipe for success is working. Summer is typically the busiest season for Colin and his team; it’s when the diary is jam-packed with weddings, corporate events and society fixtures such as Queen’s, Wimbledon and Royal Ascot, not to mention RHS Chelsea Flower Show and the accompanying Chelsea in Bloom, which takes over the area every May.
“Chelsea’s a fun part of the city and then along comes the RHS Chelsea Flower Show with Chelsea in Bloom and there is the most incredible buzz. This year the theme is ‘out of this world’, so we come up with off-the-wall ideas each time – there’s no point in being safe. We’ve been fortunate to win a few golds in the past,” says Colin, adding, with a chuckle, “We design Chelsea in Bloom installations for a few other stores, so there’s always some healthy competition when we are trying to win as well!”
Lavender Green is, of course, involved with the famous RHS show too. Last year, their designs graced the grand gates which the public passes through to enter the show. They also build floral installations and table centres for corporate clients attending. That said, Colin and the team never rest on their laurels. He says, “Lavender Green prides itself on building long-lasting relationships and lives by one mantra: we are only as good as our last event.”
Identifying trends for this summer, Colin says, “We’re seeing a shift towards installations that feel more artistic and unique. The traditional full flower wall is becoming less common, replaced by subtle, sculptural designs that highlight the craft behind floristry.”
Secret success
Given the calibre of Lavender Green’s clients, there are commissions that Colin cannot discuss due to the presence of an NDA. “Unfortunately, there are florals at iconic events that we aren’t allowed to talk about or even photograph. But we’ve been fortunate to help celebrate many incredible moments over the years, from working with members of the Royal Family to collaborating with global brands. The scale can vary. It might be an intimate dinner for four at Queen’s House in Greenwich, where we’ve surrounded the table with florals and dressed chandeliers, through to the mechanics of a five-metre flower frame outside the National Portrait Gallery.”
Colin clearly relishes his craft, which can take him away from the capital to Windsor, where Lavender Green occupies four railway arches. “I live in Southfields so I can cycle to Chelsea and travel to Windsor quickly as well. My days are often spent on the go, meeting clients to discuss ideas or on-site installing at the V&A or Natural History Museum. There isn’t much time to sit behind a desk, and working with suppliers who care as much about bringing happiness through flowers is incredibly fulfilling.”
And if he had to choose one bloom out of the myriad he sees every day, what would it be? He doesn’t hesitate: “In our garden at home, we have a pink rose called Gertrude Jekyll. The scent is extraordinary; it flowers twice a year and has been present at many family moments. That’s the magic of flowers, they become postcards of memory.”
Giving back
Lavender Green’s core mission revolves around spreading joy, wellness and knowledge, ensuring that pre-loved flowers and plants continue to serve a purpose long after their initial bloom. Colin explains, “90 per cent of all the flowers that come back from events are picked up for local charities; those we work with include The Baby Bank and DASH, which supports survivors of domestic violence. We make bouquets to raise money and gift plants to our 220 volunteers who sell them for their charities – over £100,000 has been raised so far.”
Colin sees himself as a custodian of Lavender Green. He says, “My hope is that I can nurture it for future generations who will take it forward.” Under his leadership, the brand will continue to champion seasonal British blooms in the dynamic displays and breathtaking bouquets their clients commission to celebrate grand launches or simple moments of joy.
Colin's London
What is your favourite London memory?
We’re privileged to work in some of capital’s most incredible galleries and museums. After we’ve installed flowers in places like the National Gallery and National Portrait Gallery, there’s a moment of quiet before guests arrive. Suddenly, you have your own private view of great artworks with absolutely no one else around, it’s spectacular.
Where do you like to eat in the capital?
Upstairs at Trinity in Clapham. It’s brilliant food, a relaxed environment and always feels like a treat.
Where do you go to unwind?
For me, it has to be somewhere outdoors. If I can’t get to the sea for a swim, then it’s usually a run or a long walk.
What or who have you got on speed dial?
A real mixture of work and close friends. I spend a lot of time on the phone and I’m a firm believer in picking it up rather than sending endless messages or emails.
What do you miss most about London when you are away?
The convenience of having the world on your doorstep. But also the energy, it’s important to step away sometimes for clarity, but London has a rhythm and pace that pushes your thinking forward.
London’s best-kept secret is…
A bike ride across the city. You’ll see London in a completely different way. Rather than being stuck on the tube, you’re out in the streets watching the city change through the seasons.
