About El
I've always had a deep love for flowers – it’s in my roots. One of the earliest photos of me is as a baby, sat among the daisies in the garden.
I was lucky to grow up surrounded by flowers, with keen gardener parents and a garden that felt like a little sanctuary. I spent hours learning flower names, picking blooms, and making rose petal ‘potions’. When I had my own home, fresh flowers at the weekend quickly became a little luxury I couldn’t resist.
After several years working in the NHS, I realised I was no longer feeling fulfilled. So I followed my passion, completed a Level 2 floristry qualification, and launched El the Florist to share the joy flowers had always given me.
Sustainability is at the heart of my work. I use British-grown flowers wherever possible, follow eco-conscious practices, and design with the seasons – avoiding floral foam and single-use plastics. I’m also continuing my floristry journey by studying for a Level 3 qualification with the British Academy of Floral Art.
My aim is simple: to create natural, heartfelt designs that celebrate the beauty of flowers while treading lightly on the planet.
