Those kitchen consultations became wonderfully personal experiences, and being based in the countryside rather than London (where all the leading British florists were based at the time) became our unique selling point - bringing a breath of fresh country air into city events. Though we later expanded to include a London studio, this countryside connection remained central to our brand, especially for larger, higher budget projects which traditionally had only been handled by London-based florists.
Of course, there were plenty of bumps along the way. Like many creative business owners, I went through a phase of trying to do everything the industry expected - too many offerings, following others' paths rather than my own, completely losing sight of what made our work unique. It was only when I stripped everything back to focus on what came naturally that things really began to flow.
That's when some pretty amazing opportunities started coming our way. Remember those brands that inspired me at the start? We ended up creating designs for Jo Malone, then Dior, Hermès, Vogue, and others followed. We even secured a concession in Selfridges after two years of trying (there's a fun story about how one of our unique designs took 80% of their Valentine's Day sales!).
And yes, this journey eventually led to creating the flowers for Prince Harry and Meghan Markle's wedding - something that still feels slightly surreal to write about. But what's fascinating is that each of these achievements came from the same place - really understanding what clients needed and staying true to what we did best (our natural way of working) rather than following industry norms.
I didn't have a fancy studio (still working from that kitchen table!) or a portfolio of previous work. But instead of seeing these as limitations, I tried to make them part of what made my business special.
I started with a luxury potted plant gift company, inspired by the packaging of brands like Jo Malone and Daylesford Organic. I have to smile now thinking about those early days, because I had no idea where this journey would lead.
Something interesting happened when clients started asking about using our plants as wedding centrepieces. Without realising it, I was using skills from my corporate days in a completely new way - really taking time to understand exactly what couples wanted for their wedding day. When they started asking if I could do their bridal flowers too, I actually bought a floristry book and taught myself the techniques.
Looking back, it's funny how we often don't recognise our natural talents - I was so focused on learning the technical skills that I didn't realise my real strength was in understanding clients and creating unique suggestions for them.
Here's the thing - I had absolutely no business experience and zero industry connections. Just a clear goal (make enough to replace my salary) and a huge motivation (being there for our son).
I was originally working in executive search and selection - one of those jobs that was fine, but definitely didn't light me up.
What I really wanted was to create something that would enable me to be creative everyday and most importantly, let me stay home with our son rather than going back to the corporate world at the end of my maternity leave.
I started my first business at my kitchen table while on maternity leave with our first baby — and had no idea where it would lead
MY STORY
(And Why I Now Love Helping Creative Business Owners)
"Prince Harry and Meghan Markle have announced that the flower displays for their wedding will be designed by London-based florist Philippa Craddock, a favourite amongst the fashion industry."
"Kensington Palace announced today that the couple has chosen a florist for their big day: Philippa Craddock. The London-based designer counts Selfridges, Lancôme, Fortnum & Mason, and Alexander McQueen among her clients. The Sunday Times even calls her “queen of London florists.”
"Having started her business from the kitchen table, Philippa Craddock now has an A-list clientele."
The next turn in my story caught me completely by surprise, though looking back now, it makes perfect sense. By this point, I'd built our flower business into a world-renowned, seven-figure brand. Not because I was the world's best flower designer (far from it - there are so many incredibly talented designers out there), but because I had a knack for solving problems, making the seemingly impossible possible, and really understanding what clients needed.
BUILDING A WORLD RENOWNED BRAND
This approach had led to some amazing opportunities - being invited to speak at art galleries in Venice, San Francisco, Boston, New York, Milan, and Sydney, writing as an industry expert for leading design publications, and maintaining long-term contracts and collaborations with some of the world's most prestigious brands and venues.
The opportunities kept growing in unexpected ways - from creating installations for London's Victoria & Albert Museum to traveling internationally for private commissions, alongside TV appearances. The creative collaborations expanded too - from working with artisan glassmakers in the UK and Italy to create unique vase collections, to developing a collection of floral-inspired accessories for MATCHESFASHION, which became one of their best-selling accessories and was celebrated by both American and British Vogue.
I'd somehow become a leader in the field, not through being the most technically skilled, but through understanding how to build and run a creative business that truly served its clients.
After the royal wedding, we opened a flower school, and something fascinating happened. Students started asking more questions about business than flowers. They wanted to know how we'd built such a successful creative business from scratch, how we managed such complex projects, how we secured and maintained relationships with luxury brands and venues, how we were consistently covered in leading press and how we marketed to and looked after our customers.
I discovered that I had a natural ability to break down complex business concepts into simple, actionable steps. This wasn't new - I'd been doing it throughout my business journey.
Each business challenge I faced - whether it was scaling nationwide delivery for fresh goods before it was common, creating complex installations for prestigious venues, managing a Selfridges concession, or handling high-profile clients with their unique requirements - taught me something valuable about building a successful creative business.
But the real insights weren't in the practical solutions. They were in understanding how to recognise your unique value, create strategies that feel natural, and build systems that support sustainable growth. That's what I love sharing with other creative business owners now - not just what to do, but how to think strategically about their unique strengths and build a business that truly reflects their value.
Running a CREATIVE business with three small children?
Growing a business alongside our growing family
What's particularly special about this journey is how it's always been intertwined with our family life.
We grew the business alongside our growing family - three babies during our biggest growth years! Rather than seeing this as a limitation, we made it work for us. When our youngest arrived, in the early days she would come with us to site visits, and our team was incredible, often involving our children in designs.
I smile thinking about our eldest - aged 12yrs at the time - getting a mention for his origami designs in a Chelsea Flower Show installation that won gold - he was so proud of that contribution.
When my husband joined the business about five years in, it became even more of a family affair. My sister-in-law joined us for several years, and so many friends have helped with different projects - it's often been about family and friends coming together.
With our children watching us work (including the challenges and the successes) and at times joining in, it has given them an incredible perspective on business. They've seen firsthand that hard work brings rewards, but also that it's okay to fail sometimes - what matters is finding solutions and taking the next step forward.
They're already showing their entrepreneurial spirit, each with their own ideas about businesses they'd love to run one day, focused on what they're passionate about.
Our children continue to influence our business even now - in fact, our eldest introduced me to one of the first AI platforms as it was launched, realising how it could help our work. It's become this beautiful cycle of mutual inspiration and learning.
Yes, running a business while raising a family means making choices and sometimes working when you'd rather not.
But it's also allowed us to structure our lives in ways that really matter - being there for school matches and plays, making the most of school holidays, and even creating extraordinary experiences like having full summers in Greece.
Here's how we made it work
For us, it's about finding that balance between hard work and quality family time, and showing our children that you can build something successful while staying true to what matters most.
But here's what really lights me up - taking all of this experience and using it to help other creative business owners succeed. While building a seven-figure flower brand - and then doing it again with an online platform for creatives - has been incredible, seeing my students transform their businesses brings me even more joy.
Because that's what makes this different - it's not just about sharing my story or teaching business theory. It's about helping creative business owners understand their own natural expertise and build sustainable, profitable businesses around it. When I see students go from undervaluing their work to confidently running thriving businesses that feel true to who they are... that's when I know I'm exactly where I should be.
The transformations I've seen in our community have been incredible...
There's something uniquely special about watching them achieve things they never thought possible, using the same principles and approaches that worked for me, but adapted to their unique talents and goals.
“Philippa's methods have helped me untangle everything; she has given me clarity, confidence and a sense of calm in my business.”
Philippa’s mentorship was exactly what we needed to take our business from muddling along to running smoothly and profitably. The step-by-step approach gave us a clear path that helped us organise virtually every aspect of our business.
ANNA MOLLER, INTERIOR DESIGNER
We now feel more confident and in control, allowing the business to work for us, rather than the other way around.
JESS ROBERTS & KATIE STONE, Flower Farm & Florist
VIRGINIE AVRILLON-DUNNE,
LIGHTING DESIGNER
"Philippa's kindness, clear vision, empathy and transformative steps have had a profoundly positive impact on both my business and personal life."
Philippa is a natural teacher without judgment and helps you see and reach your full potential. I've lifted the unhealthy pressure I had placed on myself and my confidence has grown.
The changes I've made to my business have been transformative, including securing a retainer for an ideal client and increasing my prices.
hattie maulever, caterer & events specialist
I wanted more direction and structure in my business, and Philippa's methods have provided exactly that; they have been invaluable.
I’ve gained confidence in my process and learned to trust it, even having the courage to refuse projects that didn’t fit my future plans. I’ve improved my proposal process, and feel more in control.
That's exactly why I created The Bright Line™. It's an an in-depth programme that's easy to follow and quick to implement, designed to help you transform how you see and value your natural expertise - taking the insights you've discovered in The Value Pop guide and turning them into practical changes in your business.
Through carefully structured content and exercises, you'll start seeing your work in a new light and take your first steps towards building a business that truly reflects your value.
If you're feeling ready to take this next step, I'd love to welcome you to join the waitlist for The Bright Line™. It's the perfect place to start turning these ideas into reality, with support and guidance every step of the way.
Simply click below to learn more and join me in creating a business that feels both natural and profitable - because your expertise deserves to be valued.
THESE SUCCESSES COME FROM THE SAME UNDERSTANDING WE EXPLORED IN "THE VALUE POP" GUIDE - RECOGNISING WHAT COMES NATURALLY TO YOU, UNDERSTANDING ITS TRUE VALUE, AND BUILDING YOUR BUSINESS IN A WAY THAT FEELS AUTHENTIC RATHER THAN FORCED.
SUPPORTING OTHERS TO SHINE
P.S. If you're feeling that mix of excitement and nervousness about taking this step - that's completely normal! Remember, every successful creative business owner started exactly where you are now. The difference is in choosing to value your expertise and taking that first step forward.
Philippa’s mentorship was exactly what we needed to take our business from muddling along to running smoothly and profitably.
I feel like I've just roamed the earth looking for these products up until now. So grateful for you!
Philippa transformed my fear of business and entrepreneurship into a source of empowerment and motivation.
I was ready to give up my business, but Philippa’s guidance gave me the quiet confidence to succeed with focus and hard work.
Philippa has given me the tools and confidence to manage my business better.
I had been selling myself short on what I believed I was capable of and deserved. I now have permission to dream bigger and set a much wider framework for my future.
Philippa has brought incredible clarity and focus to my business.
Before, I felt overwhelmed and despondent; now, I feel in control and positive about the future.
Philippa’s methods have boosted my self-confidence, allowing me to move past perfectionism and negativity that were holding me back.
Philippa’s warm and relatable guidance has helped me to be kinder to myself and more focused on gradual, sustainable growth.
Philippa's kindness, clear vision, empathy and transformative steps have had a profoundly positive impact on both my business and personal life.
Philippa's methods and support have helped me untangle everything and actually feel excited about my business.
This course has not only transformed my business practices but has also empowered me with habits and processes that I can use again and again as my business grows and evolves.
Philippa has given me the tools and confidence to manage my business better.
I had been selling myself short on what I believed I was capable of and deserved. I now have permission to dream bigger and set a much wider framework for my future.
I felt lost in my business journey despite having lots of ideas and enthusiasm. Philippa’s practical methods have revolutionised how I plan and achieve my goals, and I’ve learnt how to let go of distractions.
Philippa has helped me realise the distractions holding me back and to refocus on what truly matters.
I'M A CREATIVE...
AT HEART
...PROBLEM SOLVER
A DYSLEXIC
A CREATIVE BUSINESS...
ENTHUSIAST
...ABOUT SIMPLIFYING COMPLEX METHODS
PASSIONATE
I BELIEVE IN TEACHING...
INTUITIVE STEPS &
...TO MAKE THE BEST DECISIONS FOR YOUR OWN BUSINESS
EMPOWERING YOU