About Fiona Pickles of Firenza Flowers

Fiona's background, how she came to floristry and what influences her and defines her style of floral design 

Florals by Fiona Pickles

Assymetric urn design
Fiona in her garden in early spring


As featured in Vogue magazine.

Thoughtful and considered designs, styled and created by Fiona Pickles.

Fiona is recognised as one of the leading floral designers in the UK. Featured globally, she has been featured in British Vogue and was listed by The Telegraph as one of the Top 20 creative florists in the country.

She is utterly absorbed by the seasons and everything she does is led by what is available naturally. She can see beauty in the most 'ordinary' of things, a single lichen covered twig, a moss covered stone wall, a blossom tree in an untended hedge, a wild dog rose scrambling through a ruined building. These tiny details, that many would not give a second glance, are what provide the inspiration for Fiona's designs.  

 She uses flowers that are lovingly grown, tended and picked in her West Yorkshire gardens or foraged locally, as well as from her army of back up local growers and further afield if required. Fiona is a leading advocate for British flowers and was among some of the first florists to embrace this rapidly burgeoning side of floristry.



Fiona researching

Fiona originally studied in Print and started work at a fine art printers where her clients included some of the top London based design and advertising agencies. Dealing with minute colour corrections on a daily basis has given Fiona an exquisite eye for colour, she understands fine colour nuances, how they blend and tone and she draws directly on this experience in all her creations.

Fiona established her business in 2005.  After much deliberation about the what to call her business, she finally settled on Firenza, a form of the Italian name for Florence, which was her maternal grandmother's name.  

Establishing a floristry business pre-social media, without a shop was hard work but Fiona gradually built up a reputation and became one of the top wedding florists in Yorkshire and beyond.

Fiona still works on weddings but limits these to only a few a year so early booking is highly recommended.


Fiona at home with two of her dogs

Still based in West Yorkshire in the UK, she now works around the country and internationally, designing and styling florals for weddings, engagements and elopements as well as editorial work and styled shoots and has been featured on most of the top wedding blogs in the UK and around the world. 

Internationally acclaimed and widely published, Fiona's work stops you in your tracks for it’s dramatic impact, it is instantly recognisable for it's wild untamed beauty, it's natural, grounded design and for looking like it has been pulled straight out of a Dutch masters painting.

When not working Fiona can be found in her beloved garden, rain or shine, or with her three rescue dogs, Oscar, Ruby and Flo.

When you take a flower in your hand and really look at it, it’s your world for the moment. I want to give that world to someone else. Most people in the city rush around so, they have no time to look at a flower. I want them to see it whether they want to or not.
— Georgia O'Keeffe