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SAGE founders Iona Mathieson and Romy St Clair first met by chance at a sweaty rave. At that moment, neither of them knew that he was about to start one of Britain’s largest floristry companies, which would later create handmade bouquets for Loewe, Fenty Her Beauty, Glossier and more. I did. One thing soon became clear to her. They had a common vision.
Despite having no business experience, it didn’t take long for SAGE’s customer list and customer base to blossom. In just a few years in business, the brand has gone on to work with multiple major brands for events and custom his bouquets. Now Matheson and St. Clair are sharing their pearls of wisdom by publishing their first book. art of initiation.
Aiming to provide a unique insight into the world of creative business, this book aims to be a definitive manual for new business owners, covering everything founders wanted to know when starting a business. is filled with “We share knowledge with the aim of diversifying and decolonizing the industry,” SAGE told Hypebae. “It’s not about keeping your success secret from your peers. We all need to stand up. I hope it will be,” they continued.
Ahead of the book’s publication, we took a closer look at the SAGE founders on their floristry journey, how lockdown has helped them rebrand nature, and their plans for the future. rice field.
Scroll down to read the full interview.
Please tell us the background of SAGE Flowers. how did you get started?
We knew each other enthusiastically, always greeting each other at sweaty clubs and parties. I bumped into Romy’s fiancée and said I was starting floristry. He said she should have a meeting because Romy did too. SAGE was born in one meeting! From the beginning, we were totally aligned on our vision and what we wanted, and I asked my mates to help me buy flowers and do the first pop-up we did in a parking lot in Peckham. I borrowed £1,000 from and am here now!
After the lockdown, floristry seems to have made a real comeback as an art form. What do you think contributed to its rise?
During lockdown, we have all realized how much we need the outside and the feeling of freedom we feel when we reconnect with it. We spent a lot of time walking when we weren’t allowed to socialize indoors. I think it really helped people see flowers in a different way. See the flowers in action and see their beauty, interesting shapes, colors and smells. and their textures. Already a new wave of florists is sprouting up, and this, combined with more screen time for people, means people are finding and following those florists online, and the boom is still going on. It meant that
Since SAGE was founded, you’ve worked with Nike, Glossier, Fenty, and more.Who’s on your dream collaboration list and why?
We both want to do a Jacquemus show with hundreds of flowers lining the runway and dramatic scenery. We are showing up hard!
How do you typically design bouquets for these brands? Tell us about your creative process.
Think about your brand identity, current collections, and the current season, and ponder how to interpret and incorporate it all into a SAGE-style bouquet. We’re always experimenting with new combinations of color palettes and flower types, but our picks are synonymous with the SAGE brand, including anthuriums, roses, tall alliums and rare tulips that are a bit different and interesting. There is also Then head over to the wholesaler’s website and choose the exact flowers to put it all together. They are delivered to our studio in Peckham and created by our talented team.
SAGE is gearing up for the release of its first book. art of initiation ――How did the idea for the project come about?
Having started SAGE with no prior experience running a creative business, we were wondering how much knowledge we could gain in such a short amount of time. It’s really a baptism of fire. We were like ‘Man, I wish someone could teach us stuff like this, I wish we had a manual’! art of initiation born. It’s written to be a very practical manual that you can not only read from start to finish, but also flick to the chapter you need when you need it, get the information you need, and write it down for next time. increase.
Why was it important to share your industry experience and advice for startups?
We have always shared knowledge. That’s literally what our name means. We’ve always believed that when the door opens, it’s better to leave it open for the next person. We share knowledge with the aim of diversifying and decolonizing industries. It’s not about keeping your methods of success a secret from your co-workers. We especially want to keep our doors open to women and minority groups, and I hope this book helps.
Finally, what’s next for SAGE? What are your other goals?
Earlier this year we moved into a glorious big new studio so we are doing some renovations and building that house and planning big parties and events.Otherwise we want to expand our business internationally I would like to work in other countries and practice with different flowers in different cultures. It plays a role, so I want to be able to see it through the lens of flowers in different parts of the world.
art of initiation Now available for purchase from the SAGE Flowers website.
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