Once upon a time flower arranging was the preserve of the 1950s housewife accessorising the kitchen table, perhaps with help from doughty members of the Women’s Institute. Now, floristry is attracting a younger, cooler crowd out to impress their Instagram followers.

The owners of Sage, a flower shop in Peckham, south London, that hosts monthly bouquet and vase arranging classes, have seen a huge increase in interest from young people since they opened. “It’s young people in their mid-20s to mid-30s that are coming. It’s super popular and they’re fully booked,” says the 25-year-old co-founder, Iona Mathieson.

Others agree. “It’s definitely becoming more popular, especially with younger people,” says Helena Willcocks, 31, founder of The Allotment Florist, whose flower arranging workshops in West Yorkshire and London, cost about £60 for an hour and a half. “In the last year we have seen a 30% increase in the number of people coming. It’s a trendy thing to do. It’s obvious by who is booking them.”

Article can be found:

https://www.theguardian.com/lifeandstyle/2020/jan/18/flower-arranging-instagram-generation-boom