The Flower Appreciation Society

Flower Appreciation Society (1)
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A press release for a London-based florist.


There can’t be many, or any, other florists who grow their own flowers in London, so the Flower Appreciation, quite rightly, wanted to shout about it. Year of the English Garden was the topical hook.

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Florists Harvest the First Blooms from their New Hackney Cutting Garden

This spring, London-based florist and authors The Flower Appreciation Society began harvesting blooms from their newly built flower cutting garden. The plot, just around the corner from their studio in Hackney, was constructed in winter 2015 and is now providing customers with beautiful tulips, narcissi and allium—locally grown with a low carbon footprint.

Realising the potential of a neglected back garden, the site now has raised flower beds crammed full of seedlings, plants and climbers, including: cosmos, ammi majus, malope, sweet peas, dahlias, orlaya grandiflora, clematis and jasmine. For the Flower Appreciation Society, growing their own has opened up a world of unusual varieties not readily available in the commercial flower industry.

“We’ve always loved using British-grown flowers,” said Ellie, co-founder of The Flower Appreciation Society, “We leapt at the chance to transform a small patch of land into our very own cutting garden. Limited space, unseasonal weather and contending with city wildlife are challenges we face. But reactions from customers when they hear their flowers were grown in Hackney have made it all worth it!”

2016 is Visit England’s Year of the English Garden and June 13th see’s the start of British Flower Week. The Flower Appreciation Society are celebrating these events with their first year of flower growing. Visit the The Flower Appreciation Society blog for photos of the garden and the blooms in all their glory.

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A press release for a new book, In Dogs We Trust.


Photographers Ollie Grove and Will Robson-Scott needed to get the word out about their new book featuring dogs and their owners. Strong quotes really brought this press release to life.

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New Photo Collection Reveals Bond Between Man and His Best Friend

In Dogs We Trust, a book of 101 colour photographs, reveals the special relationship between dogs and their owners on both sides of the Atlantic. Photographers Ollie Grove and Will Robson-Scott have spent years searching across the social spectrum to shoot intriguing characters and their beloved hounds in locations as diverse as Hackney, Hampstead, Venice Beach, Brooklyn and Queens.

The book includes intimate portraits of tattoo artists Bert Krak and Eli Quinters from Brooklyn with their pitbulls; Simon Callow in his panelled library with his boxers; Alfie Allen with his bull terrier; Martin Parr at home with his terrier and the artist Brian Donnelly, aka Kaws, in Brooklyn with his beagle Dotty. There are Crufts exhibitors relaxing behind the scenes, a pearly king and queen in Kent, seven huskies in Hertfordshire and many more.

‘Finding the dogs and their owners was a matter of word-of-mouth, or simply seeing someone on the street who caught our eye. It was a bonus if they were well known within their scene,’ says Robson-Scott.

‘There are plenty of books focusing on the human obsession with dogs,’ says Grove, ‘but the relationship is two-way and profound – this is what we wanted to capture.’

They were inspired by The Dog Album by Gary E Eichhorn and Scott B Jones, a book of portraits of American families and their dogs from the early 1900s.

‘It seemed only right to create a new collection for the 21st Century,’ says Grove. ‘Finding great subjects was hard but getting the dogs to face the camera could be teeth-grindingly frustrating.’ Ollie Grove is a portrait and fashion photographer whose work has been published widely in the national press. He also shoots high profile musicians and international advertising campaigns.

Will Robson-Scott is a photographer and film maker whose work includes documenting the nocturnal world of graffiti artists and the deadly Chicago rap scene.

They are both veterans behind the lens with more than thirty years combined experience.
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Huckle the Barber Press Release

HuckleTheBarber 1 - Huckle the Barber Press Release
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Huckle the Barber needed a PR communication to fire off whenever they receive media enquiries.


Quality male grooming is not new in London so what makes Huckle the Barber special? It was my job to find out, through conversations with the boss and my own market research.

What the client said: >

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New Barber Takes the Chore Out of Male Grooming

Huckle the Barber is a smart cut and shave barbershop in London. The first branch was opened on Old Street by owner Chris Ward in 2012 and the Lamb’s Conduit Street branch followed in January 2016. Huckle aims to fill a gap in the market by offering modern cuts with traditional service in a relaxed and comfortable environment.

Chris explains the Huckle ethos:

“We want to take the chore out of getting a haircut so it’s something men look forward to. Our clients build a trusting relationship with their Huckle barber; they know they’ll get a good cut every time so they can relax. I love it when a client tells me Huckle has ended their search for the right barber.”

All Huckle barbers are hired directly by Chris and have seven or more year’s experience. The lineup includes top session stylists who, when they’re not at Huckle, can be found styling celebrities’ hair or at fashion shows in London, New York, Paris and Milan.

The look of both branches (a collaboration with interior designer Laura Bracken) is inspired by a butcher’s shop; white ceramic London underground tiles and grooming products displayed on a meat counter. Clients sit in Takara Belmont barber’s chairs. Both branches have KEF sound systems and the Huckle playlists, updated each month, are available on Spotify.

Chris again:

“I want clients to feel well looked after, like they would in a member’s club. They know they’re getting the best but it’s enjoyable, not intimidating or stuffy.”

Each client receives a complimentary drink from a selection including: craft ale (on tap at Lamb’s Conduit Street), whisky (currently Japanese favourite Nikka From the Barrel), Hackney Darks Arts coffee and Bloody Marys on Saturdays. The Lamb’s Conduit Street branch holds a regular comedy night, Cut Throat Comedy, hosts bands for exclusive sessions and puts on occasional vinyl listening parties for clients and friends.
I needed content to engage with Huckle the Barber’s clients but I’m a barber, not a writer, and I’m pushed for time. Olly wrote quality marketing communications that cut through the fluff and weren’t too salesly. He got my brand straightaway and his copy hit the right tone.

He offered great advice and turned the work around with a professional and personable attitude. Hiring Olly is money well spent and I’d recommend him to any business. It’s the perfect solution for busy people who need copy: after briefing you can leave the job in his hands and you don’t have to worry – another box ticked.
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