Ever wondered what it actually means to be a creative director? We followed Bloom & Wild’s head of brand and creative Sara Gordon around for a week to give you a glimpse into her working life. Market visits, meetings galore and creating new bouquet combinations are all in a day’s work for this busy creative. Come join us on this journey of discovery.
What does a day in your work life look like?
“Looking after everything you see, feel, and touch within an online flower delivery brand means no day is ever the same. Most days start early at the flower market by our office in Vauxhall. Though we work directly with growers, we’re always picking up extras to style the homes we shoot in. Plus, they have a pretty authentic bacon sandwich!
“I get to the office by 9am and meet with our brilliant design team to review what they’re working on across packaging, web and apps. We’re a technology company at our heart, so we constantly use our device lab to ensure our work isn’t just beautiful but also useful on mobile. This means working alongside product designers and developers to make our designs come to life in the best way.
“We all try to have lunch together midday. I am lucky to work with some of the nicest and smartest folks I know, and across the team we’re all good friends.
“Afternoons are spent planning with Olivia who looks after our flower team, ecommerce, merchandising and our workshop programme. We review bouquet designs before they go on the site (our range is updated every week) and also test flowers to make sure they last at least 10 days or more. It’s really rigorous, but our customers mean everything to us.
“At the end of the day we all grab a drink from our tiny fridge in the corner, affectionately known as the Phlox and Hounds! You’ll find purple phlox in the bunch we designed with Johnnie, it’s a team favourite.”
Why do you think the Boden x Bloom & Wild partnership is such a natural fit?
“Florals are such a massive trends this Spring and we both have amazing customers who are not only obsessed with Boden’s feel-good flower prints but also our blooms. It’s a great partnership.”
What excites you most about your job?
“I have always loved flowers, but I’m also a digital nerd. To work with a beautiful physical product and a digital business that’s one of the UK’s fastest growing businesses is endlessly challenging and rewarding.
“My team is also such a brilliant group of creative women, they are truly inspiring to me every day.”
For those of us who aren’t very green fingered, what’s the easiest way to arrange a bunch of beautiful blooms?
“Always start with a clean vase or jar with water and flower food. Flower food keeps the vase clean, so if you don’t have it on hand just change your water frequently.
“Trim your stems to fit the vase – don’t leave them unsupported. Start with the tallest, hardiest stems and criss-cross them in the centre of the vase. Pop the smaller blooms in any gaps you’ve got and finally add foliage.
“Some stems will last longer than others, make sure you save them. Pop them into little bottles with water, it’s a lovely look.”
What are the best Springtime flowers for the home?
“We love peony season which starts in late April, early May. They start off the size of tiny golf balls and quadruple in size. They’re just gorgeous. We get French peonies early in the season and then work with some of the best British farmers when they come into season here.”
What are your personal favourites when it comes to flowers and why?
“I absolutely adore foliage – I think it’s just as important as the flowers that we choose to add texture and dimension to our bouquets. Ferns, ruscus, bupleurum, wax flower (part of the myrtle family) and green bell are simply lovely and add that signature wildflower feel we have in all of our bunches.”
Where do you get your inspiration for new bouquets and brand partnerships?
“We meet constantly with flower growers and breeders to find new and exciting stems, like mini pineapples and scabiosa. Our designs feel fresh and boutique, but they’re accessible to all.
“My team and I also spend a few hours every week combing through fashion, interiors and floral magazines to really get a sense of what’s going on in popular culture, retail and design. We pull images from social media on a daily from accounts like Glossier, Mansur Gavriel and stylists including Marianne Cotterill and New York based florist Brittany Asch from Brrch.
“We’re on a mission to make floristry approachable, modern and innovative, which means thinking outside of the box and integrating ideas that are relevant to our customers’ lives.”
What’s your career background and how did you get involved with Bloom & Wild?
“I studied design and psychology in the US knowing that I wanted to work in a creative industry. I’ve spent my career working in digital and advertising agencies creating websites and campaigns for Coca-Cola, Tresemme and Diageo’s roster of brands. I got my start in New York City and moved to London four years ago to work focus on a mix of retail, digital and PR consulting on digital projects at Mary Portas’ agency in Holborn and for some big British brands like Habitat and Lloyds Bank.”
With such a demanding job, how do you like to switch off?
“I can’t ever sit still for very long, so travel is my drug of choice. Whether it’s going to Marrakech to wander around the markets and eat amazing food, or flying to Bergen to go kayaking through fjords with friends, I love a good trip. I always come home feeling more inspired too.”
Fancy winning a year’s supply of flowers courtesy of Bloom & Wild AND £2000 of Boden vouchers?
Of course you do! Read more and enter the competition here.