The clue is in the name.

From Day One of The Wylding we knew we wanted to do flowers differently—arranging with nature rather than against her .

It doesn’t take much digging to unearth some depressing truths about the mass-market flower industry, and just what it takes to get those supermarket flowers into our homes all year round. (Think Turkey Twizzlers, but in the form of red roses in February).

We make no claims to be perfect, but we have some hard and fast lines that we never cross (see No’s 1 and 2 on the list), and a whole lot more that simply inform the way we design.

The list is currently 26 and a half points long. (We will explain the half). We will keep adding to it until we get to 100. And then we’ll make a new one. Watch this space.