EPISODE 057 | APPLE PODCASTS | SPOTIFY

A very warm welcome. I’m very excited about this episode because we’re looking at a topic that’s close to my heart and can be incredibly successful, both creatively and strategically. We are looking at collaborations.

Collaboration is one of those things that, when done right, can bring incredible growth and lead to opportunities you might never have imagined. It’s about combining strengths, sharing visions, and creating something that’s greater than the sum of its parts.

I’ve been very fortunate to collaborate with some incredible brands over the years—institutions like the Victoria and Albert Museum, publications including both British and American Vogue, retailers like Selfridges & Co., and creative partnerships with brands such as New Craftsman and Jenny Packham. These experiences have taught me so much about the importance of finding the right partners, managing joint projects, and making the very most of those collaborations for continued growth.

In today’s episode, we’re going to explore all of that. I’ll be sharing insights from my own journey, along with practical strategies that you can apply to your own business.

THE BENEFITS OF COLLABORATION

When we talk about collaboration, it’s so easy to think of it simply as working together with others, but truly effective collaboration goes far beyond just sharing the workload. At its core, collaboration is about bringing together a diverse set of talents, different perspectives, and ideas to create something greater than what any of us could achieve alone. It’s about fostering innovation and creativity by combining the strengths of different minds, and that’s where the real magic happens.

On one of my first big editorial photoshoots, this was when I had a flower design brand, I was a couple of years into my business, and I had worked hard to secure an incredible opportunity, a large editorial feature, spread over several pages,. It was a massive opportunity.

The feature was for Brides magazine, the publication sadly no longer exists, but at the time it was one of the Conde Nast publications and it was considered the Vogue of bridal publications. So, I was a little nervous, but equally as excited. My role was to create the flowers for all the images, the main image being a full scale ceremony set up, complete with models cast as the bride and groom and a full wedding party. I created bridal and bridesmaids bouquets, buttonholes, and a full archway filled with flowers and designs running down the length of the aisle.

I was working specifically closely with the photographer and art director. The photographer of course brought the photography skills and knowledge, the art director’s role was to bring her knowledge of how the images would work on the final pages, and I was there to make sure the flowers looked perfect in the photographs. Throughout the day we worked closely together, each bringing different ideas and points of view to the shoot. I remember one particular set up, where we were shooting a sub image of a cake with added flowers. I had finished the flowers and the art director suggested a change, I was pretty dubious, but of course happy to do it … and on the final pages, she was absolutely spot on, because she was seeing the image in it’s final form, on the page set beside all the other images, something I definitely couldn’t have foreseen.

It was a superb shoot, only because there was a strong team, each with different skills and working together for the same goal and outcome,

I’ve got so many different examples to share, and what they all have in common is that one of the most profound benefits of collaboration is the fresh ideas and perspectives that emerge when we work with others. No matter how creative or skilled we are as individuals, we all have our blind spots—those areas where we might be limited by our own experiences or ways of thinking.

Another example was a series of collaborations with the Victoria and Albert Museum in London. The V&A is an institution steeped in history and culture, with an extraordinary wealth of knowledge and resources. I was so fortunate to partner with them for a number of different projects, one being an installation in their central garden to celebrate their 2018 Frida Kahlo exhibition. Working with their exhibition team was a huge honour and it brought a new depth to my work. It pushed me to think differently, to explore new ideas, and to create something that I definitely wouldn’t have achieved on my own. And it stands as one of my favourite design projects I worked on.

But beyond the creative synergy, collaboration also opens doors that might otherwise remain closed. When you partner with other creatives or businesses, you’re pooling your talents and you’re also sharing your networks, your audiences, and your credibility. This can be incredibly powerful in expanding your reach and gaining access to new markets. For instance, working with the V&A aligned my brand with a prestigious institution and introduced my work to their vast, global audience. This kind of exposure is invaluable, particularly for a creative business looking to grow and establish itself in new circles.

Moreover, collaboration enhances your brand’s reputation through association with respected entities. When you collaborate with a well-known and respected partner, you benefit from the positive perception and trust that their brand already holds in the eyes of the public. This was certainly the case with the V&A collaboration. By aligning my brand with theirs, I was able to leverage their reputation for excellence and heritage, which in turn, elevated my own brand in the eyes of our shared audience.

But, it’s not just about collaborating with large brands—partnerships with small businesses and individuals can also be hugely successful. So please, don’t think you have to secure huge partnerships; absolutely aim for them if that aligns with your goals, but if not, you can achieve significant success with smaller, more intimate projects.

FINDING THE RIGHT PARTNERS

Now, let’s look into the process of identifying those right partners. Collaboration is powerful, but its success largely depends on choosing the right people or brands to work with. It’s important to find collaborators who share your values, your vision, and your goals. When these elements align, the collaboration becomes a shared project that both parties are equally invested in, which can lead to pretty incredible outcomes.

One of the first steps in this process is to be clear about what you stand for as a creative brand. What are your core values? What is your vision for your business? What goals are you striving to achieve? And who is your target audience? When you have a solid understanding of these foundational elements, it becomes much easier to identify potential collaborators who are on the same wavelength.

To bring this idea to life, let me share an example from my flower design business when we became a concession in Selfridges & Co.’s London store. When I first considered partnering with them, I knew they were a prestigious and innovative brand, renowned for their commitment to quality and forward-thinking approach.

This was in line with my own brand values of creativity and pushing boundaries. But it wasn’t just about admiring their brand from afar; it was about seeing how our visions could align to create something exceptional together. Now, I don’t want to make it sound like this was a huge project for them—it was important, but it was one of hundreds of collaborations they manage. While I was their only in-store florist, Selfridges has approximately 300 concessions in their London store, so I was very much part of a large, impressive mix of brands. Each collaboration, including mine, had to align with their overall vision as part of the scale and diversity of the partnerships they manage.

Research is so important when thinking about and identifying potential partners. Start by looking into the brands or individuals you’re interested in collaborating with. Review their previous work, assess their brand’s reputation, and consider how their audience overlaps with yours. It’s not just about what they can bring to the table, but also about how well your brand complements theirs and what you can bring to them. A successful collaboration should feel like a natural fit, where both parties bring unique strengths that enhance the overall outcome.

With Selfridges, I spent time researching their brand, understanding their customer base, and considering how my work could add value to their offerings. I studied their previous collaborations to get a sense of what they looked for in a partner and how they approached joint projects.

One of the things I noticed was that Selfridges valued creativity, innovation, and a strong sense of identity in their partners. They weren’t just looking for brands that could deliver a product or service; they wanted collaborators who could bring something new and exciting to their customers.

When approaching a potential collaborator, it’s important to clearly communicate your vision for the partnership and how you see it benefiting both of you. Be completely transparent about your goals, and make sure to listen carefully to their expectations and ideas. A successful collaboration is very much a two-way street, where both partners feel heard, valued, and excited about what they can achieve together.

In the case of Selfridges, after identifying them as an ideal partner, I took deliberate steps to establish the relationship. I started by reaching out with a considered proposal that highlighted our shared values and how our collaboration could create something extraordinary for their customers. I made sure to showcase examples of my previous work that aligned with their brand and demonstrated how my expertise could bring a fresh perspective to their offerings.

But beyond the pitch, it was about building a relationship. I took the time to understand their needs, their timeline, and their vision for the project. I stayed flexible and open to their input, ensuring that the collaboration was a genuine partnership where both of us felt equally invested in the outcome.

This conversation got me thinking about how crucial it is to find the right partners. Finding the right collaborators isn’t always easy, and it often requires patience, research, and a clear understanding of what you bring to the table. But when you do find that perfect match, the results can be transformative. Whether it’s a high-profile brand or a smaller, yet equally passionate business, the key is to find collaborators who share your commitment to excellence, creativity, and growth.

MANAGING JOINT PROJECTS

Let’s talk about managing collaborative projects, from my experience, they can be as challenging as they are rewarding, and I want to use my own experience to help you achieve more of the former!

Even when you've found the perfect partner who shares your values, goals and commitment, the success of the collaboration often hinges on how well you manage the joint project. This involves clear communication, effective coordination, and a well-thought-out division of responsibilities.

One of the first challenges is ensuring that everyone involved is on the same page from the very beginning. This means setting clear expectations and establishing well-defined roles for each party. It's important to have an open and honest conversation about what each partner hopes to achieve from the collaboration and how you’ll measure success. This clarity not only helps to align your goals but also ensures that everyone understands their responsibilities and the value they are expected to bring to the table.

A key part of this process is developing a detailed plan that outlines the scope of the project, key milestones, and deadlines. This plan should be a living document that both parties can refer to throughout the collaboration, helping to keep the project on track and avoid any misunderstandings.

One of the more delicate aspects of collaboration is the division of responsibilities. While it's important to have clearly defined roles, it’s equally important to remain flexible. Sometimes, unexpected challenges require partners to step outside their usual roles or take on additional tasks to ensure the project's success. In my experience, the best collaborations are those where both parties are willing to support each other, even if it means going beyond the original scope of work. This kind of mutual support creates a strong partnership and helps to ensure that the project remains on track.

LEVERAGING COLLABORATION FOR GROWTH

Once you’ve successfully completed a collaboration, next you want to make the most that you can from it. A successful collaboration can serve as a brilliant catalyst for new opportunities, expanding your reach and establishing your brand even more firmly in your industry. But to truly maximise the impact, it’s important to be strategic in how you build on that success.

One of the most effective ways to leverage a successful collaboration is by creating follow-up projects. When you and your collaborator have enjoyed a brilliant partnership, there’s a natural momentum that can be used for a near-future project. These follow-up projects can build on the original concept, exploring new ideas or scaling up areas that worked well.

Another idea is to use the collaboration as a case study for potential new collaborations. Once you have created a successful collaboration, it’s easier to both attract and work with others on new projects.

It’s also important to make sure you are both equally publicising your joint project. It’s not just about patting yourself on the back—it’s about showcasing your ability to work well with others, it highlights your strong values and creativity, and that you are a brand to pay attention to. This can be done through press releases, blog posts, features in industry publications and of course social media. It’s a really good idea to share behind-the-scenes content and of course details of the final project, you can create a narrative that resonates with your current and potential new audiences.

Finally, it’s worth considering the value of building long-term partnerships. While one-off collaborations can be incredibly beneficial, long-term partnerships allow you to develop a deeper understanding of each other’s brands, leading to more seamless and impactful collaborations over time. These relationships can evolve into something much more significant, where you become trusted partners who consistently work together to innovate and grow.

As we wrap up this episode, I’d love you to think about potential collaborations in your own work. Who could you partner with to bring fresh perspectives, expand your audience, and achieve something different and exciting? It’s so important that you approach these opportunities with a strategic mindset. They take time and effort, so it’s essential they are effective and worth your time.

On a personal note, I’m genuinely excited about the creative possibilities that collaboration can bring. It’s through working together that we can achieve things far greater than we could alone. I’d love to hear your collaboration stories or ideas—whether you’ve already experienced some brilliant partnership or you’re thinking about a potential project. Please do share them with me, I’d love to hear them; you can find me on Instagram.

Thank you for joining me in this episode, and here’s to embracing collaborations and creating something truly extraordinary together. With huge love.

LINKS TO SPECIFIC EPISODES:

TO HELP YOU ANSWER THE FOLLOWING QUESTIONS (as mentioned at the beginning of the episode):

What are your core values and vision for your business? LISTEN TO EPISODE 044

What goals are you striving to achieve? LISTEN TO EPISODE 042

And who is your target audience? LISTEN TO EPISODE 033