Gaia Eros - it's all about Collaboration
As the daughter of John Elkington, an acknowledged leader in the field of corporate responsibility and the man who coined the phrase I live by – People, Planet, Profit – Gaia Eros has grown up with sustainability in her DNA.
However, whilst she will always choose local grown where possible and work foam free, she is no warlike eco florrier; indeed, she freely admits she once used foam-based letters for a close friend’s mother's funeral because that’s what he and the family wanted - and needed - for comfort in a time of confusion and grief.
Because Gaia realises that there isn’t a one size fits all approach, that baby steps are better than no steps and that collectively we can all make the world a better place. Which is why as guest curator of the delightful Strawberry Hill House Flower Festival she isn’t just aiming to showcase the very best of British flowers but bring people together to share the journey.
In this week’s Take Five, our Editor Caroline Marshall-Foster meets the powerhouse who has a clear objective in mind and shares some of her favourite commissions.
How did you get into floristry?
After a first career as a tree surgeon and then 17 years in film production I retrained as a florist 8 years ago.
What’s your design style?
Seasonal, natural, wild flowery, and a little bit eerie and weird when I get the chance!
How do you tick the boxes in terms of environmental and sustainability issues?
Since finishing basic training, I have only ever used floral foam once. I encourage clients to go with seasonal choices and British grown where appropriate, but being design led I do also use imported blooms. As end user’s, florists have our whole footprint right in front of us. However, it is only fair to point out that industries like fashion also create enormous waste streams that most people who work in them never have to witness.
We must do what we can, but we shouldn't beat ourselves up too much! For example, a lot of sustainable designers are very anti silk flowers, but I have re-used my stock again and again and would argue this is in fact a sustainable tactic both environmentally and financially … to me the perfect example of Reduce, Reuse, Recycle.
Have you ever thought about opening a shop and if not, why not!?
World of no!! Sitting at a computer for 17 years troubleshooting other peoples' adventures like the boring guy in the Matrix was more than enough!! I want to be driving a van or climbing a ladder making beautiful huge things! My favourite work is large scale botanical set design which I do for theatre poster campaigns.
What do you love and hate about the florist industry?
I love the camaraderie in the sector of floristry I am part of where we are all friends and freelance for one another. I hate the hyper visible necessary waste streams which I try to manage responsibly, but equally the acrimonious division between foam-free and not foam-free florists really saddens me. For a lot of shop florists tribute work is their bread and butter, and people want what they want. As nature lovers’ emotions can run high, but it's also the most challenging job I have ever had, not least financially, and only other florists know this.
If you had a magic wand, how would you change the florist industry?
The costs of everything and the lack of appreciation of this by clients aside, I am hopeful that my personal magic wand wish is finally happening. After a lot of greenwashing products which have been very tiring for florists trying to do their best, I won't name names, finally there appears to be a completely non-toxic alternative floral 'foam' about to hit the market this year. I am also working to platform a company which creates beautiful fully compostable bamboo pods to replace plastic test tubes. It's an exciting time - because I love real solutions, not waste-shaming!
Who inspires you in the world of floristry and why?
Hazel Gardiner who I studio manage for is an endless source of inspiration, both as an artistic designer and as a rare example of an influencer with a real and valuable message. Sarah Diligent who created the amazing planet-friendly 'Guide to Floral Mechanics' and crowd-sourced its publication through pledges from over 100 florists, all credited in print. Victoria Gaiger who publishes the beautiful quarterly botanical journal Rakes Progress and its sister publication on perfume, Rakes Sense, who first showed me the potential to take floral design into the worlds of shoots and branding. And of course, the mighty Viv Bradford and Ed Scanlan who between them are basically the holy oracle of floral knowledge!
Are you an Insta or Facebook type of girl?
If I’m honest I'm only still on Facebook for my floral groups as they keep me connected with shops and traditional florists. But Instagram is where I mostly connect with people and has led to all sorts of wonderful collaborations, including a trip to Corsica to stay with an artist and perfumer I literally met on IG messages!
What’s your favourite marketing tip to another florist?
If it's an unusual brief, quite a clever one is to say 'I spoke to another designer [unnamed] and they quoted this [say higher number than needed]'. That way, the client either says great and it’s happy days, or you can go back with, 'but I'd be happy to suggest this price [the real one]' and get a second bite at the cherry. I am incredibly vigilant about not undercutting my peers, even though there is always some newbie who will do it unfortunately.
What’s the proudest moment of your career?
It hasn't happened yet, but my hope is that it will be on September 11th this year at opening night of the Strawberry Hill House Flower Festival, celebrating the artistic work of the 45 amazing designers who are exhibiting this year.
If you had your time over, what would you do differently and tell your younger self?
I don't know that I would change anything, it has taken the time and road it has taken to get to where I am now with my own business and working for Hazel, so I guess just, 'be patient, keep going, there's really good stuff but it is a long way ahead'.
How do you respond to the comment ‘florists play with flowers’ … blunt answers allowed!
They haven't a freaking clue!! It's as stressful as film production but with live product, ridiculous budgets and uncontrolled 'sets'! It's the hardest and most anxiety-ridden job I have ever done!
What do you do on your day off?
A road trip and wild swimming is my favourite.
Do you have a favourite flower/foliage/plant and why - can be all three!
It's impossible to say – it changes by season. I adore the scents of Abyssinian Gladiolus and Ribes flowering currant [sweet blackcurrant and bergamot] but others think the latter smells like cat wee, so again, no one path fits all! I’m planning to get a wild strawberry plant tattoo if the flower festival goes well!
What do you want to plug … the floor is yours!
It has to be the Strawberry Hill House Flower Festival which I am proud to be guest curator of this year. I did an open call on Instagram to designers for this year’s Festival [btw a really good example of IG working how it should as a connection platform, not just a show and tell] and was surprised how many florists said they had never thought to apply before as they felt it was cliquey.
It isn't!! At all!
So please do come to the festival this year if you can and feel invited to apply to exhibit next year too if you would like to. It is arguably the most fun, friendly event of the floral year - not judged, not competitive, and complete creative freedom for the exhibitors.
My father did a product recall on the Triple Bottom Line some years ago as it was being hijacked for greenwashing, but used correctly, like Caroline does, it remains an excellent mantra. My own favourite is 'Collaboration not Competition' - Strawberry Hill House 2023 when I first exhibited alongside people like Sophie Powell and Layla Robinson was a total game changer for me. I went from utterly star-struck and cripplingly shy to realising that it isn't florists in competition with one another, or it shouldn't be. It is all of us, back-to-back, showing the world what is possible. Oh yes … and all holding the line and telling them how much that realistically costs!!
The ticket line is now open for the Strawberry Hill Flower Festival and early booking is advised. You can read all about it here and reserve yours.
