Meet Kelly Stanford, the visionary founder of Fox Flora, where floral artistry meets the essence of life’s seasons. With an infectious passion for flowers and nature, Kelly’s journey is a vibrant tapestry of creativity, self-discovery, and an unwavering commitment to living completely.
In this interview, Kelly shares the secrets behind her enchanting floral creations, drawing inspiration from the beauty found in every season. From the warmth of childhood memories to the rawness of nature’s wonders, Kelly’s story unfolds like a blossoming flower, each petal revealing a unique facet of her artistic spirit.
Get ready to embark on a whimsical journey as Kelly invites us into the world of Fox Flora, where every bloom tells a story, and every arrangement is a masterpiece. As we delve into her insights on business, self-discovery, and the magic of travel, Kelly Stanford proves that life is a canvas, and she’s painting it with the vibrant hues of her passion for flora.
So, grab a cup of tea, immerse yourself in the fragrance of creativity, and join us as we uncover the kaleidoscopic world of Kelly Stanford and Fox Flora…
We appreciate your ethos of finding beauty in life’s seasons. How is this reflected in your work?
There is beauty and joy in every season: from the early signs of spring blossoms on winter’s rugged branches, the abundance of colour and energy in summer, to the intensity and fire of colours piercing through the coolness of autumn, providing the ultimate show finale before the retreat of winter.
I create art with nature and consider it a blessing to observe the beauty of a single flower in my designs. To see how each, though the same, has bloomed differently from its neighbour. Depending on the place where it has grown – the soil, the nutrients, the proximity to the sun – all affect the growth of each one differently.
Flowers have taught me that we are not separate from nature but a part of it. We each move through our own seasons, each with its own colour, its own story. How we grow and nurture our growth determines our entire lives.
When we stop seeing ourselves as separate from nature but as a part of it, maybe we will fully appreciate our own beauty and our own seasons. Maybe we will have the courage to step into our own space and “live completely.”
You have such an inspiring love for flowers and nature. Where did this stem from, and how do you want people to feel when they see your floral creations?
I have always been fascinated by flowers and nature. My earliest memory is of a photo with my dad; I’m around one year old, sitting in the garden. He’s lying on the grass behind me, posing for the photo. I don’t recall the photo being taken, but I have a vivid memory of two things when I see the photo: the warmth of my dad behind me and the feelings of the blades of grass on the palm of my hand, creating a sense of wonder and grounding.
Core memories from childhood centre around nature. I remember discovering the enormous root system of an overturned tree, about three times the height of eight-year-old me, fixated on the beauty of the twists and turns of its growth; this beautiful network of a tree that had lived its entire life unseen.
I like to explore the beauty and rawness of nature and reflect the season in every design. I aim to create the same sense of wonder and awe that nature gives to me.
Who’s involved in the business, and what does an average day look like for you?
Day-to-day, I fly solo, building incredible design proposals for clients, but I rely on a team of freelancers and artists who help bring a project to life at an event.
No one day is the same. I may be in front of a computer answering inquiries or building proposals, but in peak wedding season, I’m in a cycle of sourcing, ordering, and conditioning flowers before creating table arrangements, bouquets, buttonholes, and installations.
What advice would you offer anyone who wants to start their own business?
Just begin. My business came from a quiet, unrelenting voice asking me to begin. It was, for me, something I couldn’t ignore. I think anyone starting a business needs to see it as an extension of themselves. It needs to be authentically you, based on a desire that burns deep within because it will permeate your entire life. It needs to be from you and of you. It won’t be perfect from the start. You will make mistakes. But not starting is the greatest failure. Then, think about what you want your business to look like in 5 years, set to creating that and don’t deviate.
Looking back since you started, is there anything that you would do differently?
As a maker and a business owner, you are what you make. You create your clients from your work and what you put out into the world. There are some projects I wouldn’t do again that have become lessons learned. Listening to that voice when something doesn’t feel right. Saying no becomes just as important as those you say yes to.
Outside of the business, what is your go-to quote when lacking motivation?
It’s not a quote per se, but my personal mantra is to “Live completely” – do it all, feel it all, don’t regret a thing. Even the tough parts are there to direct you back to the right track.
Our readers love to travel; what destination is on your must-visit list?
So many places. I love to travel and have been lucky to see lots of places, but two life goals are 1) Japan in spring to see the cherry blossoms in abundance and to do some ikebana classes with the masters and 2) Cappadocia, Turkey, in the summer to see the hot air balloon festival.
What does self-care mean to you?
I have recognised the importance of having time to pause. I used to crave time on my own and think there must be something wrong with me or my marriage until I found this quote about solitude from Paulo Coelho.
What’s your 5-year vision for the brand?
To be recognised as an artist that creates immersive experiences with flora for weddings, events, and brands internationally. To share the power of nature and wellbeing in workshops for floral enthusiasts.
Where can people find out more?
Let’s connect on Instagram or for inquiries via the website at www.foxflora.co.uk.
Photography by Kamila Nowak.
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