hazel gardiner

Hazel’s career began in the dynamic world of TV production and artist talent management, where she applied her passion for storytelling and visual arts. However, a life-altering cancer diagnosis in 2007 shifted her perspective and inspired a deeper connection to the natural world.

In 2016, Hazel retrained as a florist, combining her lifelong love of horticulture and the therapeutic power of nature with her flair for immersive design. Her namesake studio, Hazel Gardiner Design, has since become renowned for its theatrical, sustainable floral creations and Hazel herself has become a respected voice in the horticulture community, serving as a mentor, writer, broadcaster, and thought leader.

We were delighted to collaborate with Hazel for an intimate festive wreath-making masterclass at our Ledbury Road store this month. The event featured surplus Marfa Stance fabrics, transformed into bespoke festive floral designs that celebrated our shared commitment to sustainability and craftsmanship.

What led you to launch your London floral studio, Hazel Gardiner Design?

The studio was born out of a deep passion for the natural world and a desire to create something extraordinary using the gifts of the planet. My mother was a truly gifted gardener with a deep understanding of colour and garden design. Visiting gardens, watching her map out borders, or enjoying Gardeners' World were standard practices in our household. My father, a renowned academic, also had a zest for all creative disciplines—from architecture to conceptual art—and greatly influenced how I view and interpret the world.

After my cancer diagnosis, tending to plants became a source of healing and inspiration. I realised the transformative power of flowers and foliage in elevating spaces and uplifting spirits. This revelation led me to create a business that could bring joy, innovation, and beauty to others. I was particularly drawn to collaborations with industries I loved, such as fashion, interiors, skincare, and fragrance. This is why we operate as a creative design studio rather than as a bricks-and-mortar floral shop.

Our studio merges naturalism with exuberance, blending fresh, dried, and even edible materials. Sustainability is at the heart of everything we do. Our work spans events, set design, and creative projects, from intimate to large-scale. It’s been a journey of merging art with nature, driven by the belief that floral artistry can tell powerful stories and foster meaningful connections.

What advice do you have for fellow female entrepreneurs?

Many of us start by "faking it to make it," but the goal is to cultivate genuine self-belief. When you truly trust in your talents and worth, it helps counteract the negative biases we often face. Celebrate even your smallest achievements, as these wins keep you buoyed in difficult moments.

Navigating the challenges of running a business requires resilience. Surround yourself with a network of supportive individuals, including friends, family, and vitally, likeminded people in the same industry. Never be afraid to talk about your failures; navigating challenges is where the most profound growth happens.

Balance is also essential. Creativity thrives when you prioritise your well-being. Finally, never underestimate the power of your story. Your authenticity and passion will set you apart, resonating deeply with your audience.


What are you most proud of?

Without a doubt, I am most proud of the connections I have made throughout my journey. From mentoring aspiring florists and teaching to working with charitable initiatives and serving as a Trustee of the Garden Museum, each opportunity to pass on skills and create meaningful change has been deeply fulfilling.

 Achieving RHS Chelsea Gold this year was a milestone, but the real pride lies in seeing how our designs inspire joy and elevate underrepresented voices in the industry. Collaborating with incredible clients, mentoring talent, and increasing diversity within the sector have been the most rewarding aspects of my career.