Our story

WILLOWGOLD is a London floral designer specialising in weddings and events.

Created by Jen Edmonds, WILLOWGOLD combines an endless love of all things floral and natural.  Jen creates wild and seasonal arrangements using flowers and foliage. We like to work with British grown stems wherever possible, and hand-pick them directly from New Covent Garden Market to ensure freshness and quality.  

‘I love creating a bespoke floral arrangement, almost as much as I love receiving one.  A lot of care goes into choosing the right seasonal stems.  I love the way nature plays with your senses and so I like to add this to whatever we're creating by adding lots of texture to each arrangement as well as colour and scent.  To me, flowers have always been a special treat and about the impact when you see your arrangement for the first time and so I always keep that in mind when designing and creating a custom order.'

Although London based, we are always happy at the idea of travelling if flowers are involved!   If you're holding a party or event or recently engaged and looking for a florist for your big day we'd love to help so please do get in touch.

I was nervous about finding the right florist as the flowers were what I was most excited about and I knew just what I wanted to have. From our first meeting you understood exactly what I wanted and gave some fantastic and fresh ideas too. You instantly put me at ease and I couldn’t wait to see what you were going to create. Everyone was talking about the flowers!! You did such a beautiful job, we couldn’t be happier!

"Jen prepared all the flowers for our wedding; buttonholes, bouquets, flower crowns, arrangements - all were just absolutely stunning. Jen was so easy to work with, and spent ages at markets trying to find the specific vases I wanted (that we didn't even know existed until she found the perfect ones). The end product was even better than any of the Pinterest pictures I had sent her!”

- Ruth and Alex