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Business is blooming for Kendal florist


Amy O'BoyleAn entrepreneur, who crafts floral creations for some of the world’s best beauty brands, is hoping to grow her floristry business internationally after investing in new premises.

Ruth Davis, who is 28-years-old and originally from Kendal, has recently celebrated the third birthday or her successful florist All for Love, marking the milestone with the move to a brand new studio.

The firm, which creates bespoke floral installations for weddings, large-scale events and award ceremonies, has transformed the studio space in Wellington Works in Wimbledon Park, London.

Ruth has produced flower arrangements for an impressive list of clients, and more recently has been asked to join the world-famous Royal Museums Greenwich collection as a preferred floristry supplier. The collection includes the Royal Observatory, Cutty Sark and The National Maritime Museum.

All for Love London counts some of the world’s most renowned cosmetic brands, including Elizabeth Arden, L’Occitane and Nars as its customers, becoming the expert in dressing new product launch events and brand press days.

Ruth said: “The London floristry scene is all about new, fresh creative approaches and unique designs. We’re getting more projects from big, global brands and we needed more space to bring our visions to life. The extra room has fueled business growth and it’s great to not have our creativity restricted by space anymore.”

The commercial property team at Harrison Drury solicitors advised Ruth on all aspects of the move and negotiated a new five-year lease of the studio.

Naomi Fell, a director at Harrison Drury, said: “The floral industry is thriving, particularly for those with the right business model to tap into the booming beauty sector. Ruth has incredible creative vision. The extra space will stand the business in good stead as it goes for further growth.”

Floral Elephant by Amy O'Boyle at Chelsea In Bloom: Sloane Square Animals

Originally from Kendal, Ruth moved to London in 2011 to pursue her dream of becoming a florist. She worked as an event manager for a number of florists before setting up All for Love, aged 25, in 2014 after a project for her best friend’s wedding gave her the confidence to go into business alone.

The florist has proved so successful that it is hoping to open two further studios internationally, with Ruth having already purchased the domain names for All for Love Paris and New York.

Ruth added: “We’ve already got three overseas wedding bookings this year in locations including Portugal and Sardinia, so I’m hoping to become a destination florist and expand the business internationally. ‘All for Love Abroad’ has a nice ring to it.

“The events arm of All for Love currently accounts for about 70 per cent of the business, so our vision to expand overseas in the next five to ten years makes good business sense, with the majority of the large beauty and fashion houses located in Paris and New York.”

All for Love London was responsible for the flowers at this year’s ELLE Style Awards and 2016’s Red Women of the Year Awards, and as Hearst’s official floristry partner for 2017, the team has a year full of events with Cosmopolitan, Red, Esquire, Elle and Harper’s Bazaar.

All for Love is also the floristry partner for venues including Chiswick House, Hilton London Bankside and The LaLit London, while the firm recently scooped the ‘Best Wedding Florist’ award at the UK Wedding Awards 2017.

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