Blossoming into Brilliance - The Story of Lucy Vail Floristry

By Monica Lofstrom for EGW LUXURY MAGAZINE

Lucy Vail's journey into the world of floristry is a tale of passion, determination, and a commitment to sustainability that has transformed her into a trailblazer in the industry. It all began with a Christmas wreath-making course at just 16 years old, where Lucy discovered her love for floral design. From selling wreaths to fund her passion to transforming marquee weddings with daring floral installations, Lucy's path was set.

Sea of Red Roses at Villa D’este in Lake Como, image taken by @alexandra.shamis

After university, Lucy's leap into professional floristry came unexpectedly when one of her wreath clients reached out for wedding flower arrangements. Lucy's innate creativity and the adrenaline of such a large-scale project ignited her career. With determination fueled by adrenaline and a desire to push the boundaries of design, Lucy spent months honing her craft in her parents' garage, swinging from floral installations to ensure their durability.

Her quest for mastery led her to Florence, where she trained with world-renowned florists who had orchestrated events for celebrities like Kim Kardashian and George Clooney. These mentors not only honed her technical skills but also broadened her artistic vision, teaching her to use color, texture, and unconventional elements like fruits in floral design. Further stints in Venice refined her skills and exposed her to the grandiose floral traditions of Italy, deepening her appreciation for integrating natural beauty into event spaces.

Lucy’s Wedding, image taken by @deborahgrace_photography

Lost Garden at Villa D’este in Lake Como, image taken by @alexandra.shamis

In 2014, Lucy Vail Floristry was born. Specializing in luxurious, large-scale floral installations, Lucy Vail Floristry is renowned for bringing the outside in with bold colors and seasonal, locally sourced blooms. Rejecting floral foam in favor of sustainable practices, Lucy champions British-grown flowers, even inspiring her parents to start Floriston Flower Farm in Suffolk. This partnership ensures that each creation is not only exquisite but also environmentally conscious.

One of the defining moments of Lucy's career came during the Covid-19 lockdowns. When international flower supplies were disrupted, she turned to British growers. Discovering the unparalleled beauty and quality of locally grown stems, she made it her mission to change perceptions about British flowers' viability for luxury events. Lucy's advocacy for local blooms goes beyond aesthetics; it's about fostering sustainability and supporting local economies. Floriston Flower Farm has become a cornerstone of this mission, supplying a significant portion of Lucy's creations and exemplifying the synergy between grower and designer.

Red Roses at Night at Villa D’este in Lake Como, image taken by @alexbramall

The Hidden Tulip, image taken by Yoav Picherski

Lucy’s innovative approach and commitment to excellence quickly earned her recognition. In 2022, she became the youngest-ever florist to design the Bull Ring Gate (Royal & VIP) entrance at the RHS Chelsea Flower Show. Her design, the largest to date, stood 6 meters tall and featured over 3,000 British-grown plants. This milestone was followed by another invitation from RHS Chelsea to design the main visitor entrance. Determined to outdo herself, Lucy created a wave-inspired installation over 3 meters tall, comprising approximately 5,500 all-pink British cut stems and plants. These projects not only showcased her talent but also underscored her commitment to using local blooms.

At the heart of Lucy Vail Floristry is a philosophy of creating immersive botanical wonderlands. Each project is approached like a set designer, transforming spaces into bespoke floral experiences that transport guests into another world. This unique approach involves designing custom props and structures, often using sustainable materials like recyclable paper, to create giant paper flowers and other intricate designs.

I&T’s Wedding in Ely Cathedral, image taken by @laraarnottphotography

Chuppah Ceremony at Villa D’este in Lake Como, image taken by @alexandra.shamis

The integration of sustainability into her practice is not just about the materials used but also about the mechanics of floral design. By eschewing floral foam and opting for reusable structures, Lucy is setting a new standard in the industry. Her advocacy for sustainable floristry extends to educating other florists about the feasibility and beauty of locally grown flowers for large-scale events.

As Lucy Vail Floristry expands its global footprint, the commitment to using locally sourced blooms remains steadfast. Lucy continues to forge relationships with growers around the world, ensuring that her designs are as environmentally friendly as they are stunning. Her mission to change the industry’s perception of local flowers is gaining traction, proving that with careful planning and logistics, home-grown stems can indeed support luxury events on a grand scale.

Lucy's journey is not just about floral design; it's a testament to the power of passion, sustainability, and the beauty of British blooms. Her story inspires not only budding florists but also anyone with a dream to make a difference. Through her work, Lucy Vail Floristry continues to push boundaries and redefine the standards of floral design, one petal at a time.

Contact Lucy Vail Floristry:

Website: Lucy Vail Floristry

Instagram: @lucyvailfloristry

S & B’s Wedding at Cliveden House, image taken by @diane.gueho

Easter Photoshoot with de Gournay, image taken by @alexandra.shamis

Staircase full of meadow flowers, image taken by Yoav Picherski

A church aisle full of meadow flowers, image taken by Amanda Vail

May Staircase, image taken by @alexandra.shamis

An Easter Table with de Gournay, image taken by @alexandra.shamis

Lemon Tree Orchard, image owned by Added Dimensions Events

Autumnal Staircase, image taken by @alexandra.shamis