Kerry Wilkinson of Hulland Ward’s award-winning Tineke Floral Designs
PUBLISHED: 10:35 11 September 2014 | UPDATED: 10:35 11 September 2014
Kerry Wilkinson has been interested in flowers and working with them since the age of 11, when she remembers walking past a flower shop and ‘being drawn in’
Originally running her business from an industrial unit in Sutton in Ashfield, she then moved to a shop in Matlock for four years before moving to Hulland Ward a year ago for extra space. She has won the East Midlands’ award for best wedding florist for the last three years and was named the UK’s best wedding florist 2013 at the Wedding Industry Awards.
What inspired you to be a florist and what training did you do?
I just love flowers so much, I think about them 24/7 and I believe it shows in the designs we create. I started working with flowers at a very young age and trained at Nottingham Trent University’s Brackenhurst College for two years to obtain the diploma in floristry.
How do you approach creating wedding flowers?
We offer a bespoke and indulgent service to couples getting married, offering exclusive appointment-only consultations. We have bookings up to two years in advance and consider everything from the dresses, the couple’s personality and the wedding venue. Preparation for a weekend wedding can start up to a week before the wedding, depending on the flowers. For example, if we use peonies at the beginning of their season, they need a week to open fully to their beautiful potential.
What advice would you give a bride on choosing wedding flowers?
I’d advise any bride to book all services that she would ideally love as soon as possible, just to ensure the date is secured. Details can be arranged later. It really pains us to have to say ‘no’ because we’re already booked. Regarding the florals, we always advise using seasonal flowers as they are better quality and a better price.
What is most difficult about providing flowers for a wedding?
Judging the opening stages of each flower – dealing with natural products can be quite unpredictable!
Where do you look for inspiration?
It can be anything from driving through the countryside to the studio, to reading wedding magazines and visiting flower markets.
What flowers are currently in fashion for weddings?
Bright and colourful flowers are very on trend, with gold accents.
Has the business changed in recent years?
The business is evolving constantly, and we are always re-evaluating the way we run it.
How did you first come to enter the Wedding Industry Awards?
We were nominated by a bride and received lots of votes from other happy brides and grooms. Winning the award seems to set us apart and gives people an added peace of mind and assurance. I am also thrilled that as a result I met world-renowned florist Paula Pryke OBE, who I’ve admired for years, and can now count her as a friend in the industry!
What are your favourite flowers?
I adore garden roses, peonies and stocks – typically English flowers.
What do you enjoy most about your job?
I enjoy surpassing peoples’ expectations and seeing the bride’s vision and our hard work all come together.