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This London florist blossomed from a father-daughter double act into a flourishing business

2-minute read

Lauren Hellicar

3 October 2018

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Over the years, we’ve been lucky enough to uncover some of the funniest and most creative small business names in Britain.

It’s one of the great perks of insuring over 1,000 different trades and almost half a million customers.

Celebrating their creative genius and that great British sense of humour, we launched our recent ‘You name it, we insure it’ campaign.

The five finalists among our talented Simply Business customers just had to include Floral and Hardy. Well, we couldn’t help it!

Here’s the story of how this North London florist stemmed from father-daughter double act into blooming business.

Introducing... Floral and Hardy

Back in 1996, Floral and Hardy began life as a Maida Vale flower stall run by current owner Joanne and her dad.

They didn’t rest on their laurels, though, as business soon began to flourish to the point that they outgrew their stall. Fast forward to today and they’ve been in their current North London premises for 11 years.

The best thing about being a florist

Joanne loves her very early mornings spent at the flower market, where she chooses which blooms to bring back to the shop. Those early starts are essential to getting first pickings from everything that has just arrived in the country.

She really loves those early starts?

“I am always amazed by how much work I can actually get done whilst most people have yet to start their working day”, says Joanne.

The challenges of being self-employed

The biggest challenge Joanne faces in running a small independent flower shop is online and local competition from large supermarket chains that sell flowers.

Some people even take flowers they’ve bought in a supermarket into Joanne’s shop and ask her to do something to make them look like they’ve come from a flower shop! She politely declines, but some don’t seem to understand why.

The best thing about Joanne’s job

Joanne’s favourite thing about her job is when she interprets exactly what a customer has in mind into the final arrangement. The delight on the customer’s face makes all her hard work worthwhile.

On being chosen as a ‘You name it, we insure it’ finalist

Joanne says, “My initial feeling was that it was a prank – you know the old saying: “if it sounds too good to be true, it probably is.”

“But over the years, our name has caused quite a bit of interest, featuring on the TV programme Room 101 and some radio stations too.

“I was delighted to discover that Simply Business did indeed want to feature Floral and Hardy in their campaign this year. This makes me really proud of my little business.”

For flowers for all occasions delivered by a business with one of Britain’s best small business names, visit

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