A Summer of Luxury | Luxury Leader Rosebie Morton, Founder, The Real Flower Company

In this regular series, we meet a senior executive of a Walpole member brand to discover their big break, their greatest achievement to date, and what they’d be doing in a parallel life. This week: Rosbie Morton, Founder of The Real Flower Company on her blooming business AND the summer…

Rosebie started The Real Flower Company out of frustration. She couldn’t understand why the cut flowers being sold by florists didn’t have the scent she’d remembered so fondly from the flowers of her childhood. She started small with a few rose bushes in a corner of her mother-in-law’s walled garden. Her first scented cut roses sold out instantly when she took them to Covent Garden flower market. Rosebie’s aim is to bring the joy of scent into people’s lives. The average readily available bouquet is scentless and bland – a long way from what nature intended. Rosebie aims to bring back the magic of an English country garden with its myriad of colours and scent in the sustainable flowers that The Real Flower Company grows.

WHAT DOES BRITISH LUXURY MEAN TO YOU?

For me, British luxury is about talent, skill and precision. Immaculate craftsmanship is the hallmark of British luxury and often less is more – the focus being on quality.

WHAT’S YOUR VISION FOR THE REAL FLOWER COMPANY?

My vision is to bring real flowers with scent and provenance back to floristry.

WHAT DO YOU SEE AS THE FUTURE OF LUXURY?

I think the future of luxury is very positive. People are increasingly happy to spend more on something with a story that is built to last. People care more about detail and the stories behind what they buy.

WHAT PIECE OF ADVICE WOULD YOU GIVE TO SOMEONE ENTERING THE LUXURY INDUSTRY NOW?

To be bold. It’s so important to have the courage of your convictions and to make sure that what you bring to market is the absolutely best it can be.

IN A PARALLEL LIFE, WHAT WOULD YOU BE DOING?

I would have been a perfumer. I’m completely obsessed with scent and find there is nothing more uplifting.

WHAT’S YOUR FAVOURITE LUXURY UNDER £10?

I adore mangoes and would love to be able to grow them in my garden.

Holiday with…

What is your holiday read this year?

Summer is when our English flower farm is in full bloom so I don’t usually take a holiday. During my last holiday I read All the Light We Cannot See by Anthony Doerr. It’s a brilliantly written novel about a blind French girl and a German boy who meet during World War II. The story is told from both perspectives and it’s particularly moving to see the tale unfold from the blind protagonist’s viewpoint.

What is your favourite holiday destination?

We visit our Fairtrade eco sister farm in Kenya once a year for a board meeting and then try to escape to Lamu Island for a holiday afterwards. It’s completely unspoilt and has very little phone signal so it’s the perfect place to switch off. I love to swim and the sea there is crystal clear and just gorgeous.

Have you ever had a ‘lightbulb’ moment related to your business or career while taking some downtime?

There isn’t one specific lightbulb moment that comes to mind but my husband Matthew is also my business partner so while on holiday we get our creative juices flowing and it’s often where we feel most inspired.

What is your top tip for surviving the summer heat in style?

My staple at the moment is a structured linen dress which I dress up with jewellery or dress down with a big floppy hat if I’m on the farm.

www.realflowers.co.uk