Raysa Farah is the Founder of LK VERDANT located in Northwest, Lancashire, UK
LK VERDANT launched in April 2016 and is the home of hugely Instagrammable hand-tied flowers, hatbox flowers, Forever Roses, Flowerfix Letterbox Flowers, vase arrangements, dried flowers, plants and foliage. Specialising in table decor and dinner settings featured in GRAZIA for Elizabeth Arden. Her heart and soul are dedicated to creating the perfect floral centerpieces.
This is her interview
When did you first discover you loved flowers?
My love for flowers grew as a child pottering around my parents’ fairytale garden. I would make little hand posys with stems of anything that caught my eye amongst the never-ending seasonal blooms that they planted and took great pleasure in growing. I told my parents I wanted to be a florist my entire childhood and as a teen I begged them to allow me to take up floristry college in hope of a career within it. But they sent me off to university to gain a career in which they believed to be more ‘stable and secure. After gaining a degree in psychology and counselling I worked for the NHS researching cancer until I met Mohammed (my husband) who encouraged, motivated me, and help me to set up my dream career. LKVERDANT my flower business started, I quit the NHS and the rest is history.
What is your background? What formal/design education do you have?
Everything I know and have learnt is self-taught. I spend endless hours reading, educating myself, and experimenting with flowers at any given opportunity. Six years in and I still believe there is yet so much to learn and room for development- which excites me tremendously.
Tell us about one of your most memorable design creations (or events) and why it was memorable.
That for me is a really difficult one to answer because I genuinely love creating every dinner/wedding set up and working on occasional bouquets, my project with VOGUE was a really surreal moment educating their audience on how I create floral arrangements. I chose my most favourite spring flowers- vuvuzela garden roses, scabiosa, porcelina spray roses, dahlias, and apricot lisianthus.
What is your idea of the perfect flower arrangement?
Wild! Quirky, unusual, lots of attention to detail and an array of flowers that naturally represent and smell like the season we are in at the time of creating. When a client gives me a free rein I’m in my element…and do a happy dance every time.
What has been the highlight of your career to date?
Seeing my merchandise branded sweatshirts sell out within hours of launch, after six years of working from home finally moved out of my home garage to a private studio. Most importantly building friendships with clients. I have upmost respect and love for my clients as without them I wouldn’t be where I am today in my career. They trust me to design and create for their loved ones- and spend their hard-earned money with me- what an honour, a dream!
What is the most challenging part of your work?
That flowers have a mind of their own – I will feed, hydrate them well…talk to them even! But if they want to give up on the life they will.
What do you love most about flowers/floral design?
That every day is a different challenge to tackle. Mostly because my trusting clients allow me free reign so I am able to really explore my mind and creativity. Every season six years in I am able to discover new flowers which fascinate me.
Where do you look for inspiration?
My own growth, my personal and career story- how I always look towards the brighter sides of things. For designs, I look around at my surroundings and go for walks/drives in the countryside. Seasonal changes really do inspire me in terms of their colours, natural scents, and how nature adapts to it. I always look to incorporate the use of seasons into my work for example in autumn using cinnamon sticks, berries, orange leafing, etc.
What’s your Secret indulgence? A cup of strong coffee in silence.
What do flowers mean to you?
Escape. Away from my personal struggles and worries. When I’m creating I’m focused only on what’s in front of me. So, for me, flowers bring peace away from all the noise.
As a business owner, how do you manage work and family – especially during peak periods such as holidays and special events?
I have two young children Adam and S’aad aged four and three. Adam absolutely loves flowers and knows the names of many because he is forever around me when creating and S’aad…well he will attempt to eat them and turn them into a racing track for his cars- but they know that mummy and flowers go hand in hand. From being pregnant to birthing them both I’ve never stopped working. We have a routine and prioritise where possible but to be honest- a day at a time and it seems to be working.
Learn more about Raysa and LK VERDANT at her website www.lkverdant.com