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The Creative Process: Behind the Scenes of a Styled Shoot

“I love to create,” says Victoria Vaught, founder of Ivy Amelia Florals. But in business, our creations are usually subject to a client brief. It’s a complex creative process and one that fascinates me with its subtle twists and turns. We are hired for our skill, our talent, our vision. But we mould that vision to sync with our clients’ own expectations, budget and constraints, and amaze and delight them with our ability to do so. The aim, of course, is always to create something better than they could have imagined, but also exactly what they wanted.

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Why I Started My Creative Business For Me

A creative business may be born for many reasons. Redundancy, frustration, impulse, illness, lifelong ambition, the need for flexibility, or change in circumstances such as the arrival of babies – all reasons I’ve hear over and over again. In this blog post, I host a virtual discussion with three female entrepreneurs about their experiences starting up their creative businesses.

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IN MY SQUAD: Lucy White, Co-Founder of Wedding Planner Duo Wiskow & White

When I started imagining myself as “professional botanical illustrator”, I very much thought about the life I wanted to be living: how work would offer creative fulfillment, financial stability, and – most of all – work around my family commitments and not vice versa. So I didn’t start with a product or service in mind, more an outcome I wanted to achieve. 

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Floral Trends in 2018: Two Key Updates

Though I have always haboured a fascination with floristry, and fancy it as one of those dreamy careers (early starts and hours on one’s feet aside), I have never been too impacted by floral trends. But since touching on the wedding industry for the past few months, I am suddenly aware that the floristry scene is subject to shifts in style as much as the interiors, fashion and lifestyle sectors. Continue reading Floral Trends in 2018: Two Key Updates