A blooming marvellous boutique

Hoxton Press
8 months ago

The signs of spring have sprung with lighter evenings and the glorious spread of daffodils so what better time to catch up with newly launched Aunt and Niece team, Vela Boutique. This family run boutique is a new generation florist offering beautiful blooms.

The unique business with a presence in Hoxton on Regents Canal, select the very best of the season’s flowers to offer a perfectly curated bouquet every month to you or your lucky recipient. Vela then carefully parcel the blooms in packaging designed to be delivered through your letterbox. 

We love the idea of receiving fresh flowers to our doors so wanted to find out more from Co-Founder, Charlotte Ellis… 

 

Where did the idea for Vela Boutique spark from?

After years in a demanding agency role I wanted control over my own time, and my aunt (and now business partner) Lynn was keen to grow the business beyond the high street footprint of her Nottinghamshire based flower boutique. 

So we put our heads together and developed a new floristry concept that focuses on selecting the best quality seasonal flowers on a weekly basis just as a high quality local florist would, but with the ability to ship nationally.

This allows us to offer the highest quality flowers and craftsmanship with the widest ability to serve our customers. 


Can you explain a little more about the concept of Vela?

We love the enduring relationships we build with our long term customers, so building a subscription based model that rewards our customers with discounts was integral to the business model.

We’re so proud to say that after only four months in business, the majority of our monthly double digit growth has come from people who receive Vela flowers regularly.

The other fabulous aspect to having such a loyal base of customers means we’ve been able to quickly adapt the business to better suit their needs. 

In fact subscriptions have been so popular, and demand for high frequency arrangements has been so strong that from April we will be changing our bouquet designs weekly, and subscribers have the option to choose weekly, fortnightly or monthly deliveries.


If you were to describe Vela Boutique as a flower which one would it be? 

A peony - with ever so many layers of surprise and delight in each bloom, and a vibrant beauty that never fails to bring a smile.


What is your favourite flower to work with? 

The advantage to our agile relationship with our growers and the discerning, individual tastes of our clients mean we get to work with a lot of the more unusual flowers that mainstream florists don’t have the ability to use.

But I never fail to be amazed by how many varieties and types of rose there are on offer. An early morning stroll around the New Covent Garden Market (coffee essential!) gives you a peek into the phenomenal number of roses, each with a different personality, but all equally beautiful. 

We’d totally recommend a trip to the market if you can bear to get up early! It’s open for the public to browse, and it’s an eye opener into the wonderful selection we have to work with. Sadly the convenience of supermarket and petrol station flowers mean many people today are unaware of the variety and quality of cut flowers available. 


With spring on its way, are there any flower trends we should be following for this season?

This is the most exciting time of the year for flowers. After the deep dark winter the flower markets are beginning to get really inventive and colourful again. 

For us it’s all about embracing brights. There are some fabulous acid-hello vibrant tulips bred recently that make great contrasts to poptastic deep purple irises. Our April bouquet features both, alongside the luxe texture of pussy willow.


Where is your family run studio based? 

I am based, with our marketing and operations teams, in Hoxton, right along the Regent’s Canal. Our team of master florists are based in our Nottinghamshire studio, where we have three floors to take care of all our needs. 


What do you love most about working in Hoxton? 

We overlook the canal which is an endless source of people watching when we need a coffee break. Speaking of coffee, the quality is excellent in local coffee shops like De Beauvoir Deli and 52A Coffee House. 

For inspiration we never need to look much further than the towpath of the canal with its inspiring colours of graffiti and colourful barges. We face Briggs Building Studios, and love mingling with the artists based there, such as the amazing Marine Crosta.


Vela Boutique is offering Anthology readers a 15% discount off their beautiful bouquets ahead of Mothers’ Day. To claim your discount use code HelloVela upon checkout: www.vela.boutique