I have had the pleasure of meeting Ashley Fox this year. She is a fabulous floral designer and an even more fabulous person! The thing that has struck me over the time I have known her is her dedication to customer service.
Case in point, I was photographing a bouquet for her when she told me that the bride had loved these specific pods, but they would be out of season for her fall wedding. So unknown to the bride, Ashley bought a bunch of the pods months early and saved them for her bouquet. Now THAT is service!
Here is my interview of Ashley Fox Designs...
How would you describe yourself as a florist?
I am fun, resourceful, creative to a passion/illness, and I am highly dedicated to the customer. Floral Design, my art of choice.
You are really into fashion, how does that affect your floral designs?
Textures, colors and lines really inspire me. It doesn’t even have to be a wedding gown; it can be any cool dress I see in fashion magazine. If I see a photo that inspires me I will tear out the page and put it into my upright file titled “Inspiration” located on top of my desk to keep it on my mind. I use these images occasionally after I meet with a bride and something she said triggered my memory of one of those inspirational photos. I use this photo in our future conversations to help visualize ideas.
The line or texture of a bride’s dress informs me so much about the final design that I will create for her. The bride’s sense of style really comes through when I see the dress. Its all about the dress...
Where do you see floral trends going in weddings and events?
I wish brides wouldn’t be afraid to try a bigger bouquet with more space in between the flowers and greens. The trend has been tight bouquets with many, many flowers packed together. I am not talking about bigger as in a huge cascade of flowers, but more of a “just picked in the garden” sort of feel. I love romantic look of English roses, with jasmine vine. Of course, not all brides' styles lend themselves to a more open arrangement, but I think this idea is great because you don’t need so many flowers in a more open arrangement as you would in a compact one. Depending on flower choices you can end up with a less expensive bouquet!
Also, a fashion trend I would love to see come back…
I like the 1950’s look women are embracing lately. I would really like to see ladies wearing elegant and delicate vintage gloves at their weddings. The feet get so much attention these days when it comes to fashion, why not the hands? Vintage gloves really finish a look and many dress styles can be paired with them. I collect vintage gloves and the most I have ever paid was $12.00 for a pair in perfect condition. Gloves. I stand by my prediction.
Do you use any unusual flowers in your designs?
I love using things that I see growing in my garden or along side the road or in a meadow. Whether it is a small grass, berries or large dahlia. I pair those items with flowers from the wholesaler cooler and “Voila!” A bride receives something truly unique. I am really in love right now with the Blushing Bride Protea. White with a hint of pink. I used it in a bouquet I created for MN Bride Magazine Jan 2010 issue (shameless plug) along with some pinkish-red sedum flowers I had growing in the garden.
What is your favorite color scheme at the moment?
Is green too obvious? It’s always fresh looking and there are so many combinations whether it is a traditional, contemporary, vintage or a backyard style wedding. My favorite green item to use at the moment is the Brazillian fern. It is an unexpected, soft and chic way to make a bouquet really stand out.
I also think yellow will be popular in 2010…watch for it, consider it. Yellow = Happy! It doesn't have to be super bright, could be a muted yellow or tone on tone. A yellow flower bouquet I would love to do would be yellow Gina Lollobrigida English roses, fresia, feverfew, and mimosa; very different textures and all beautiful.
My [artistic, floral] mouth would water if a bride asked me to…design her bouquet using 1940-50’s glamour with a soft black, gold and bit o’ cream color palate. The flowers I would use in this arrangement would be Camel roses, black mini calla and cream Majolica spray roses. Yum. My advice to her would be: wear a fur stole or caplet with this look, hair up, and large, single flower in the hair. It doesn’t have to be a real one.
Anything in the brown family. From the lightest cream and latte colors to deep rich browns, when all used together to create a tone on tone scheme it looks perfect (in photos too!) Also, any shade of brown can be paired with the palest pink to a striking cobalt blue.
What is your ideal client?
Someone like my mom, she likes everything I do. =)
Joking aside, my ideal client is someone who has come to the first consultation to decide if she and I mesh well together. A bride will work almost a whole year with their designer of choice. She should make sure she feels comfortable with that designer.
What piece of advice you wish everyone knew about choosing flowers for their wedding or event?
Choose quality over quantity, less is more and always use an abundance of candles.
Check out Ashley Fox's website www.ashleyfoxdesigns.com where she has more beautiful images of her work, as well as her own blog!