Jake Nicholson-Lailey, taking a left into floristry
Jake Nicholson-Lailey never really meant to be a florist. Yes he loved flowers, yes he was on the church flower rota as a teenager but his destiny was supposed to be something deadly serious like an accountant or solicitor.
But fate - in the form of a life changing illness - decided differently and 20 years later he doesn't just own a fabulous business in the heart of Glastonbury but sits as a Council member for Good Florist Guide and is probably one of the most popular florists we know.
Funny and kind, an incredibly gifted designer, fab on the socials but with a razor sharp mind for the business side which allows for no waste or mistake, Caroline Marshall-Foster caught up with Jake to find out what makes him tick and what gives him the ick in floristry.
How did you get into floristry?
My career was a bit of a left turn at the traffic lights!
After completing two-thirds of a Business & Management Degree, right on the cusp of entering my third and final year, I was struck down with a bowel disease, Ulcerative Colitis. This put paid to my university plans and meant a year of surgery and recuperation.
Once recovered, I realised there was nothing more to be gained from completing the degree (save for a fancy certificate), and decided to pursue a passion of mine; so, I embarked on a floristry course at Wiltshire College.
I had always dabbled in flowers, and, in fact, was on the church flower rota during my school years! Yes, whilst my contemporaries were smoking behind the bike sheds, I was creating pedestals whilst my best mate practiced the organ!
After completing my Level 3, I opened my shop, had more surgery and completed my Level 4. I have now run Abundiflora for 16 years. I have to say, I am a long way from my initial plan to become a solicitor or an accountant, but as someone once said, I would have been a square peg in a round hole. And whilst I may not have the degree certificate, I have the knowledge which has truly underpinned my business and made Abundiflora the success it is.
I am also very proud to be a Council Member of the Good Florist Guide. Together we plan industry events, monthly zoom meetings and a social media forum to keep everyone in the GFG informed, supported and inspired. It is an extraordinary mix of the very best florists, cheerleading one another and upping their professional game, and I am honoured to be amongst them. It’s also a brilliant directory if you need to find a florist, think Michelin Guide but for bouquets!
What’s your personal design style
I would say I personally have a loose, country-style approach to floristry, with a leaning toward the classical. Our preference is always to work with seasonal materials, and I tend to veer away from anything tropical. It just doesn’t work with my style.
How do you tick the boxes in terms of environmental and sustainability issues and do customers care?
We update and improve our green credentials all the time. Our waste is composted, our packaging is bio-degradable, and we are paperless (no printing). I can’t recall a single customer enquiring about air miles, carbon footprints or anything relating to environmental factors, but I think we all have a responsibility to play our part, whether it’s seen or not. However, I think it’s vital to recognise that each business has to balance what is environmentally sustainable with what is commercially sustainable.
Have you ever thought of moving from the shop to a studio
We have toyed with moving shops but never with the idea of moving from a high street location to a studio or unit. I love the daily interaction with our friends and customers, even a wave as a regular walks past the window. I love having a retail space to merchandise and fill with plants and products. It’s an extension of me and my style, so to get lovely feedback on not only the hand tie I may be holding, but the feel and ambience we create in our shop, means the world to me.
What do you love and hate about the florist industry?
I love the passion from growers, wholesalers, florists and consumers. Visiting the growers has given me an incredible insight into the people behind the plants. We are working with a natural, incredible product. What a privilege, and, when others feel that too, that’s pretty cool.
I love the collaborative and kind nature of my industry friends, always willing to share, advise and help, and hopefully they feel they get the same from me. The world is such a big and divided place, but with social media groups and forums, we’re all speaking the same language. It’s important to nurture and encourage future generations of florists making their way into the industry. It’s such a complex job, and an art form that is leaving our high streets, we have to do what we can to keep it alive.
I worry (not hate) about the dumbing down of our craft. I see a multitude of ‘career change’ courses and hobbyists trying to make it as bonafide florists. It takes years of education and practice not a few weekends.
If you had a magic wand, how would you change the florist industry?
I’d make the route to market simpler. Less red tape, less bureaucracy and less costly import measures. I don’t know how that’s achieved, but that’s the beauty of this magic wand!
I’d love flowers to be even more accessible, in terms of price, to the public - not just manky supermarket bunches thrown in with the weekly shop, but beautiful, interesting designs from a proper florist.
Who inspires you in the world of floristry
From the inception of my career, I’d have to say Paula Pryke. Her beautiful books were strewn across my floor. She has such a sumptuous style and an eye for gorgeous colour combinations. I think she really paved the way for a lot of my contemporaries.
I also admire Zita Elze, Claire Cowling, Per Benjamin and Joe Massie to name a few. I am inspired by so many who you can follow at the mere click of a button!
Are you an Insta or Facebook type? Are the channels different? How important is social media to your business or is it part of something bigger?
Well…yes, I am. Who isn’t? You have to be, no? I am across both platforms, but my demographic is much more Facebook than Instagram. I’ve spent a long time trying to shift this to Instagram (it feels like the cool kid), but I have to accept Facebook is where my business gets most traction. I work hard to create almost-daily stories, which keeps us in the public’s mind, but these are mostly musings with some floristry included. I think it’s becoming a bigger and bigger part of my business. I’m sure there are a million things I could do to increase engagement and improve conversion, but as the apps develop, so do I.
What’s your best marketing tip to another florist?
Show your face. Let them see you, let them hear you. It’s you they want.
If you had your time over, what would you change and what would you tell your younger self?
I am a product of everything that has gone before me. Nothing needs to change for me to be where I am, to be proud of what we do, and to serve my community.
Maybe ‘worry less'. It doesn’t mean you don’t care, it means just that, worry less. It’ll all work out just fine.
What do you do on your day off?
Nothing extraordinary, I’m not skydiving or fostering world relations. I am a simple human, I like to catch up with friends, eat good food, maybe bake a little, sew a little. I love interiors, so we spend a lot of time swiping our National Trust card!
Do you have a favourite flower/foliage/plant and why - can be all three!
I love Sandersonia, because they remind me of a magical scene in a Disney movie called Tangle, where these enchanting lanterns fill the sky. They’re expensive and rarely available, which makes them all the more desirable. I also love Jasmine, and my partner has just bought the most exquisite Magnolia ‘Fairy Cream’ whose scent could bring you to tears.
The plug … a chance to promote your business
Abundiflora is perched at the top of Glastonbury’s historic high street. We pride ourselves on friendly service, fantastic knowledge and beautiful designs with the freshest stock. We serve a wide delivery area for gifts, weddings and funerals. We have a beautiful shop, and anyone is welcome for a browse and a friendly chat.
You can follow Jake here Facebook Instagram
To get in touch visit the Abundiflora website
