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JEWELLERY TALES...WITH

PHILIPPA CRADDOCK

This festive season we’ve teamed up with award-winning and Royal wedding florist Philippa Craddock. Self-taught in her craft, Philippa talks us through her favourite flowers and the charities she’s actively involved with. We had the pleasure of visiting her Sussex studio where she got up close and personal with our jewellery and transformed her everyday style.

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What part does jewellery play in your life?

My jewellery style is paired back elegance in discreet layers. Most of my jewellery has been given to me by family members, particularly my husband, and each represents something unique and significant. I don’t own a lot of jewellery, so every piece is of huge personal value.

What is your favourite Annoushka design?

The Dusty Diamonds White Gold Diamond Ear Cuff … it makes me feel a little bit rebellious, an elegant rebel.

How and when did you discover Annoushka and what do you love about the brand?

I first discovered the brand when I met Annoushka, working together for the Prince’s Trust charity Women Supporting Women. I was drawn instantly to her energy and love of life. Her jewellery is a direct reflection of who she is. I love this most about the brand. In my work, I want people to never be afraid of flowers, to pick them up, touch them, play with them, have fun and experiment with flowers. The exact same applies with Annoushka’s jewellery. Annoushka’s jewellery is designed to be touched, played with, to have fun with. They are intricately beautiful and insanely well designed pieces, with every detail considered, yet they are never to be taken too seriously and intended to be worn everyday. I adore and relate to Annoushka's ethos.

Would you agree to that conscious consumerism is important to you?

Absolutely, it is crucial to me. I focus on a brand’s ethos and their actions. I avoid brands which don’t actively help to balance some of the negative impacts consumerism has on our world.

What inspired you to start your own business? How did you first get into the floral industry?

I fell into floristry by accident, after starting a plant gifting company which morphed into a cut flower business. I was originally looking for an opportunity that allowed me to work from home, shortly following our the birth of our first son. ​

You created the amazing flowers for Meghan And Harry’s wedding, including the arch. How did you become the florist for the royals?

We have a long established reputation for our forward thinking approach and design work with both fashion houses and design museums, and we place significant focus on both sustainable methods in floristry and fair-trade growing. All of which has proved important for all our incredible clients.

Who is your role model?

Phoebe Philo (the creative director at Celine until 2018), for her work ethic and paired back, not flashy, discreet elegance.

What is the best piece of advice you have ever received?

Someone once said to me “if you already know how you are going to achieve your goals, they are not big enough” I love the idea of dreaming big, being brave and forever seeking new ideas and wanting to do better. Its a superb motto and supports a positive growth mindset, which I love!

What is your favourite flower and what does it mean to you?

I have just been working on a deep crimson mood board for a client and just now I am rather loving chocolate cosmos, for its daintiness and quirkiness, and because they do actually smell of chocolate

Which charities do you work with?

I am actively involved with the Princes Trust Women Supporting Women, alongside Annoushka, and I support several others, often those that focus on nurturing and empowering women, helping them to feel worthy and to build their own futures through employment, self-employment, education or training. I have seen first hand how these charities have such a significant impact not just on the women, but crucially on their family, friends and surrounding community, in turn supporting and helping everyone. These charities and the roles they play have a particularly important place in my heart.

What’s up next for your business?

Growth of our online flower school, to support florists and flower enthusiasts around the world and a fresh flower online offering in the UK, where the flowers are sourced and sent directly from sustainable and fair-trade farms.

What would you like your legacy to be?

To have always leaned towards the positive, to have been authentic, considerate and open minded, to have backed and believed in the underdog, lived life to the full and to have never taken myself too seriously.

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