Interior Design

Talented florist, Jo Flowers, shares the secrets behind her breathtaking floral displays

Florist Jo's Instagram feed is packed with inspiration – take your pick

Trends come and go, but there’s one room accent that will never lose its allure – a beautiful flower display. Whatever the season, well-chosen blooms are a sure-fire way to lift your interior, and who better to turn to for inspiration than talented florist, Jo Rodwell – aka Jo Flowers.

With a good many gardeners in her family, Norfolk-based Jo’s connection to growing began at an early age, and never left. She trained in the classic techniques of floristry, honing her craft and developing her skill, before bursting onto the floral design scene in 2011. She has since become one of the most innovative designers in her field today. Her Instagram feed is packed with inspiration on how to recreate her relaxed, ethereal style in your own home…

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Create a relaxed centrepiece

There’s nothing more beautiful than blooms in their wildest form, so keep arrangements relaxed with sprawling stems and trailing foliage. Be guided by the seasons when it comes to flowers but consider colours; choose contrasting shades to draw the eye, or take more understated approach with harmonising hues. Consider adding herbs if you want an extra hit of fragrance.

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Incorporate natural elements

Mismatching vases and votives is bang on trend, but keep the scheme cohesive by sticking to one particular shape, style or material. Here, wood naturally compliments delicate wild flowers, making it the obvious choice. Vases, candleholders, and ornaments, handmade by Bird & Branch Turnery Co., contribute to the rustic look.

Display in unconventional style

Thinking outside the box when it comes to how you display your blooms is a playful way to go. Using a brick as a votive cleverly bridges the gap between country and urban for a unique centrepiece that’s sure to get guests talking. Bear in mind your choice of flowers; for intimate dinners, pick tall, thin stems to avoid obstructing anyone’s view.

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Let leaves take the limelight

Flowers don’t have to take centre-stage every time. Leaves can be just as striking, the bigger the better, in fact. Recreate Jo’s trademark ethereal look by setting an oversized display next to a candle arrangement and cast flickering shadows around the room.

Follow Jo @Joflowersofficial

Contributing Editor

For 10 years, Tara King worked as a Content Editor in the magazine industry, before leaving to become freelance, covering interior design, wellbeing, craft and homemaking. As well as writing for Ideal Home, Style at Home, Country Homes & Interiors, Tara’s keen eye for styling combined with a passion for creating a happy – and functional – family home has led to a series of organization and cleaning features for H&G.