Flower Appreciation Society (1)

The Flower Appreciation Society

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The Flower Appreciation Society has been making flowers lovers happy for almost a decade. They are pioneers of the fresh, wild style that has helped drag floristry from its formality-dogged stupor. When they needed a new website they called me to write the lot.


The floristry market is super competitive, especially in London. The challenge was to help The Flower Appreciation Society stand out, communicate their passion and expertise, and highlight the fantastic brands they’ve worked with. All done with engaging copy as warm as the personalities of the founders, Anna and Ellie. No problem.


The new website is receiving more traffic, bookings of The Flower Appreciation Society’s renowned floristy workshops have increased significantly and the site is now ranked third on Google, organically, for one of the company’s most important long tail keywords.

What the client said: >

The Flower Appreciation Society sample content

Our Story

When we met, pulling pints in a Hackney pub, we never dreamt we’d get this far. We started by creating flower arrangements for the Scolt Head in De Beauvoir. Now, nearly ten years later, we spend our days making couples happy and working with brilliant brands. It’s been quite a journey – we love what we do.

We were united by ‘visual thinking’ and a shared love of flowers. Our backgrounds in illustration (Anna) and textile design (Ellie) complement each other and inform our wild, natural style.

Today, our small but thriving team creates flowery magic at our studio in Hackney, East London. Come and say hello.
Our Garden

To really understand flowers we knew we had to grow our own, and now we do. We transformed a disused backyard in Hackney into an urban oasis. In spring and summer – when the sun shines and bees buzz around the cosmos, dahlias, snap dragons and poppies – there’s no place we’d rather be.

Our admiration for flowers deepened while we nurtured them from seed to maturity. It’s honed our eye for detail too. We love bendy stems, frilly petals and trailing vines; untamed touches that add character and intrigue to our arrangements.

Screenshots from The Flower Appreciation Society website

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Ellie Jauncey, Director and Co-founder – The Flower Appreciation Society

Our website needed a complete overhaul, to transform it from a site that looked pretty to one that worked hard to boost our brand. Our objectives were to attract more affluent clientele, stand out in a saturated market and sell our floristry workshops online. It was important to communicate our expertise and the bespoke service we offer.

Olly helped us do this with his clear, straightforward language, emphasising our passion and experience. The website content had to sound conversational and personable, as well as high-end and professional. Olly captured this tone of voice perfectly. His copy sells us without feeling like it’s selling.

We’d recommend Olly to any business needing copywriting services. He was very thorough in the initial briefing sessions, and understood our brand and what we were trying to achieve quickly. He encouraged us to be brave and use language which spoke to the customer, rather than looking inwards.

Before we worked with Olly, we didn’t realise the value of professional copywriting. But the difference is clear. We’re thrilled with our new website. The copy makes it shine.