Flowers by J Ilford, Est. November 2017

My love for flowers began in childhood, in the quiet corners of my garden where I’d gather petals to make perfume. The scent of roses still carries me back to those sun-drenched days — a time of innocence, imagination, and serene summer sweetness. Even now, when I’m arranging flowers, I often feel like that same little girl, lost in the joy of creation.

From perfume, I moved on to flower pressing, crafting handmade cards that were as unique as the blooms themselves. There’s something deeply satisfying about making something with your own hands — but the true reward is in the reactions of others. That heart-warming moment of delight is something I still cherish today, every time I deliver an arrangement.

My mum’s love for flowers shaped me more than I can say. Her encouragement gave me the confidence to follow my passion and become the person I am today.

One of my earliest floral memories is from a family wedding when I was about 11. The house was tucked into a cul-de-sac with a little roundabout overgrown with trees and bushes — a secret garden in the middle of the road. My cousins and I held our own wedding ceremony there, and I made my first flower crown from daisies. I can still see it clearly.

In 2007, my world shifted when my father passed away suddenly while on holiday in Tunisia. I longed to create the casket spray myself, but my grief was too raw. Years later, when my father-in-law and then my mother-in-law passed, I found strength in flowers. I took charge of the funeral arrangements with the help of my cousins. It was emotional, but also healing — a way to honour them with beauty and care.

In November 2017, I left my job in Shoreditch and Flowers by J was born. Since then, I’ve poured my heart into creating bespoke arrangements with a personal twist — each one a reflection of the stories, emotions, and moments that matter most.