Member Article

Meet the floral entrepreneur who is working with the likes of Elizabeth Arden and L'Occitane

The Wimbledon-based florist behind All for Love London is celebrating three years in business with investment in new premises and is now setting her sights on scaling internationally after lining up an impressive list of clients.

Ruth Davis is the 28-year-old entrepreneur behind the brand, which is now based out of a studio space in Wellington Works in Wimbledon Park, and has built the floristry business up in the last three years to become one of the go-to arrangers for some of the world’s biggest cosmetics brands.

Working on product launches for the likes of Elizabeth Arden, L’Occitane and Nars, the startup is recognised for its expertise in dressing new product launches and brand press days, alongside its day-to-day work preparing floral installations for weddings, events and award ceremonies.

The brand is also a preferred floristry supplier for the Royal Museums Greenwich, which includes the Royal Observatory, Cutty Sark and The National Maritime Museum, and was responsible for the floral arrangements at this year’s ELLE Style Awards and 2016’s Red Women of the Year Awards.

Originally from Kendal, Ruth said that the move to new premises would help to support the ever increasing number of projects and displays that All for Love London has lined up.

She commented: “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.”

Terms for the new premises, along with a new five-year lease, were secured by Harrison Drury solicitors and Naomi Fell, who is a director at the firm, said hailed Ruth’s ‘creative vision’ following the move.

She 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.”

The floral entrepreneur now has her sights set on expanding overseas, with overseas weddings on the continent fuelling Ruth’s aspirations to set up outposts abroad.

She 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.”

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