The 10-Year Test: Why Timeless Floral Design Always Wins

In an era of "viral" weddings and shifting aesthetics, it’s easy to get swept up in the noise of what’s "hot" right now. But, I work with a different idea in mind: The 10-Year Test. When my clients look back at their wedding photos a decade from now, I don’t want them to see a fleeting 2023 trend. I want them to see a design that feels as soulful, relevant, and breathtaking as the day it was created. I used this with my own wedding, and, maybe I’m biased but, I still think they look timeless 13yrs on.

The "Dutch Painting" Philosophy

For me, timelessness isn't about playing it safe; it’s about abundance. When I think of a floral design that will never date, I think of a Dutch Master painting. There is an unmistakable beauty in those centuries-old works, the trailing textures, the abundance of greenery, and the perfect balance of colour.

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I recently found myself inspired by the floral arrangements in the television series The Diplomat, next time you watch any period drama set in a Heritage Home, please notice the floral arrangements. The designs within those heritage rooms are masterful because they are sympathetic; they complement the architecture and the interiors without overpowering it. You can imagine those designs were used 150yrs ago. That is the secret. Whether it’s an ultra-modern gallery or a grand London ballroom, the venue must be the inspiration. If the design is born from the space you’re in, it will never go out of style.

Why Some Trends Fade

We have well and truly moved away from the "Boho" era into something much more "Editorial," and with that shift, some trends are showing their age. For me, the combination of gypsophila and white roses feels very "2023." It’s a look that has been "done," and quite frankly, it lacks the interest required to stand the test of time.

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That isn't to say I don't use Gyp, I love it when used en masse to create a fluffy, cloud-like softness, hanging from the ceiling or having an en masse gyp aisle. But when it’s used as a filler for a standard rose, it loses its magic. Luxury is about finding more interesting ways to create volume and texture.

The "Jemma Khan" Filter: Gaining the Vision

I often have clients who book me 18 months in advance with a very specific trend in mind or floral idea in mind. My role is to be a creative partner, to listen to how they want the day to feel rather than just what they want it to look like.

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I recently had a bride who was set on the gyp-and-rose aesthetic. As we got closer to the date, about eight months out, she had a total "u-turn." She realised the look no longer felt elegant or unique. We pivoted to a design rooted in lush, untamed greenery, and the result was infinitely more sophisticated. My philosophy, when a design is "nature-led," it bypasses the trend cycle entirely.

Rooted in Nature, Not the "Grid"

My inspiration comes from the farm and the natural world. While other florists might look to fashion or interiors, I look at the country. There is something about the British countryside and high-end heritage fashion that never dates. An image of a well-tailored coat or a perfectly composed garden from 50 years ago still works today. They were created to last.

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By taking elements of a trend rather than getting immersed in it, we create something bespoke. It’s about knowing what is in the garden at that exact time of year and using that rhythm to guide the palette. A great example of this is what we created at Capesthorne Hall - Click here to see the transformation

My Advice to Couples

My clients invest significantly in their floral vision, and the last thing I ever want is for them to feel regret. Trends are fun, but your wedding is a piece of your history.

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My one piece of advice? Go with what you love, but always consider your venue. If you stay true to your personal style and the spirit of the space, your flowers will look as perfect in thirty years as they do today.

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