Spring 2020

45 Jan20388 When it comes to creating the dream wedding, the flowers are certainly not something to be overlooked. By Arrangement is a wedding florist’s based in Kettering, but the team have had bookings in everywhere from North Yorkshire to Wales to the heart of the capital. Led by Helena Brown, the company has been creating floral displays for years, having handled everything from beautiful bouquets to sparkplugs in the best man’s buttonhole. We asked Helena what makes By Arrangement so unique. ‘I am the florist - I never give floristry over to another florist,’ she explains. ‘That would be like buying a painting from your favourite artist and finding out they had got another artist to do it for them! Every florist has their style, so when a couple have liked my floristry I would never dream of handing their flowers over to someone else.’ When it comes to meeting the demands of a client, Helena needs all of her wits about her. Despite her years in the business, she still tries her hardest to innovate, and takes great pride in creating something bespoke for each of her beaming brides. We wondered how she managed to keep the balance between skilful work and a happy couple. ‘A florist in touch with the needs of their customer is willing to follow the wishes of the couple, with advice where and when it is needed; but is also willing to push the boundaries for those brides who specifically want you to create something for them. In the case of the latter it is so important to get to know the couple. Their flowers need to reflect them totally. Of course, brides often come with ideas of their own, and it is important for a florist to make these a reality and not “steer” brides into having something they don't really want. Way too many florists do that, either to fit their skill level or the hardware they can provide!’ Flowers are an incredibly important part of any wedding, setting the tone for the special day and tying the design of the event together. Infinitely adaptable and constantly changing, all weddings need a florist able to innovate and change plans quickly to suit demand. Helena Brown of By Arrangement does this with ease, which is why she has been named as Northamptonshire's Best for Floral Arrangements & Decor – 2020 in LUXlife’s 2020's Best of the Wedding Industry. We caught up with her to find out more. Flowers of the Florist By Arrangement provides all the hardware from its own extensive and stylish collection as part of the fee for the flowers. It’s a collection that includes candelabras, mirror plates, 1m tall martini glasses and a wealth of tealight holders of every colour and style, meaning they are prepared for any eventuality. Similarly, a lack of skill is certainly not an accusation that cannot be levelled at her and her team. She has handled all sorts of weddings, though themed weddings remain her favourite, allowing her to really experiment with new ideas and concepts. Helena has handled everything from Disney to Harry Potter to Silverstone Raceway, the latter using hundreds of spark plugs, all which were bound to vases with wire, placed in the gentlemen’s buttonholes or placed in the bouquets. It’s this exciting approach that keeps By Arrangement in such high demand. As we close our interview with Helena, we turn to the future and ask what the biggest development has been since she started in the industry. ‘The desire of a bride for her wedding to be "different" is present more than ever before,’ she smiles. ‘It is the florists' job to achieve this with respect to the flowers. Fashions and trends are always changing and sometimes this is led by florists.’ It’s inarguable that flowers lift a wedding, setting the tone and feel for the biggest day of a couple’s life. Making sure that they are absolutely perfect is just one part of making a dream into a reality. Helena, and the By Arrangement team, are committed to making sure that those dreams come true. Company: By Arrangement Contact: Helena Brown Website: www.byarrangement.org