SPOTLIGHT ON.... Moomi Botanicals

Floral artist Lindsay Wade specialises in sustainable dried flowers for homes, retail and brands. She tells us of her love of tending to her flower field and leaning into a plant's 'wiggles' to create something naturally beautiful.

Tell us about your work

I’m a floral artist creating mostly with dried flowers. My designs are season-led, meaning I use flowers to emulate the rhythms of nature, bringing a sense of the seasons into a space. This can be anything from a bouquet for the home to an installation for a hospitality, retail space, or brand shoot. 

Dried flowers offer a creative freedom because they require light mechanics and no water. They’re sustainable too: nothing shipped in refrigerated trucks, nothing thrown away after a week; they last for months.  

Tell us more about the sustainable process behind Moomi

My mum Anita is the other half of Moomi Botanicals, a Chelsea award-winning horticulturalist and dedicated conservationist. Her knowledge is incredible. She grows our flowers from seed, and together we care for a carefully curated selection of plants in our flower field, just outside Henley-on-Thames. 

We use sustainable methods that prioritise soil health and biodiversity. We specialise in flowers that can be dried while preserving their true form, and leaning into the wiggles and bends of their stems which make a design more unique. 

What made you decide to start your creative business? 

In my previous career, I was a Teaching Fellow at the Royal Veterinary College. After having children, I sought a more flexible path. I still love to teach, and many skills are transferable to my seasonal workshops.

I have always loved flowers, but I also love the process of tending and growing. My grandad taught me to sow seeds, and I spent much of my childhood in the garden as my parents built their garden design business. I’m addicted to growing; there’s immense joy in turning a box of seeds into blooms. It was an easy choice to build a business that connects my family to the land, each other, and now our customers.

When I made the career change, I looked for florists who were doing things differently. I'm inspired by @floral_ odyssey and @lucyphillips who design for Estelle Manor, @swallowsanddamsons, @lunaria who designs for The Newt, and @wild_stems who runs The School of Sustainable Floristry, where I am a student. 

How have you grown your customer base? 

This has been quite a learning curve. I knew that I wanted my business to evolve slowly and be based locally, so I’ve used networking groups to make connections with other businesses and my seasonal workshops to build a customer base. 

Describe your typical working day 

I’m not sure I have a typical day! Mornings are a rush to get my children to school and nursery (or my daughter comes with me to the flower field!). From May to August, I’m mainly in the field with Anita, planting and picking flowers. My studio season starts in September, where I’m focused on bespoke orders, admin and planning workshops.

I enjoy meeting customers to discuss their bespoke designs and will always see their space. I enjoy the variety of work and the autonomy to be there for the children, but sometimes I do have to work unsociable hours of the morning or evening.

What has been the biggest highlight and biggest challenge to date? 

I pinch myself often – this was a pipe dream for many years. I’m so lucky to be doing something I love and sharing the same passion with my mum, who I never get bored of spending time with. This business is special to us, and success is about finding balance: creating a business with our values, that fits around our lives. This year, we have focused on hospitality and retail, so getting our first contract was a highlight. 

The biggest challenge is maintaining that balance - as all small businesses know, you have to wear many hats! I’ve tried to identify where I need help and outsourced them or upskilled. Time is limited and I wish we could slow down to enjoy the moments. I have a floristry business mentor and support group that have also helped with this. 

Best nugget of wisdom for your fellow Creative Ducks? 

Share your story! Storytelling is so important for small businesses; it is our USP. It transforms a transaction into a connection, and a brand into something people remember and trust. I think of our flowers as an extension of the customer's narrative, whether that’s a seasonal vase arrangement that brings their garden inside, or an installation that features brand colours and style. 

One thing that surprised me was the power of collaborating. I’ve made fantastic connections (and friends) with other local businesses, who share similar values and customer base. This helped me to reach more people, but in a more organic way. 

Where can we find out more? 

Get in touch on lyndsay@moomibotanicals.co.uk for bespoke floral for your home, business space or if you'd like to collaborate. Sign up to my newsletter to hear news from the flower field and barn studio, ‘The Nook’. Follow us @moomi_botanicals. If you prefer to play with flowers in person, come to one of our seasonal workshops.