Sharing what moves and inspires us.

Meet Roz Chandler – an award-winning British flower farmer and florist whose passion meanders through every corner of the flower world. From nurturing stems in her fields to arranging, teaching, and championing beautiful British-grown flowers across both retail and wholesale. She’s also a bestselling author and a gifted storyteller, generously sharing her knowledge through social media, newsletters, and a wealth of free resources on her website. Somehow, she’s also found time to host her own podcast – The Cut Flower Podcast – where her fondness for a good old chat truly shines. Phoam Labs founder Dundee Butcher had the pleasure of being a guest on Roz’s podcast, but today we turn the tables, asking Roz about her passion for flowers and how she’s built a brand rooted in sustainability and a deep love for all things floral.
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What are your earliest memories of flowers?

I didn’t grow up in a family of gardeners or florists—there were no grand entrance halls  filled with blooms, no generational knowledge of pruning and propagating. But when we moved to a new town, my parents’ first home had the most glorious red roses lining the front. To me, they were pure magic. I’d pick them (probably to my parents’ dismay) and make my own rose petal perfume, which, in hindsight, was mostly murky water with a vague floral scent. But the real joy was being outside, experimenting, and feeling connected to something so naturally beautiful.

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How did your career begin?

Honestly? By complete accident. In 2007, my husband and I bought a smallholding with five acres, knowing we wanted to do something with the land but having no real plan. We dabbled in livestock—pigs, goats, chickens—but then I signed up for a half-day cut flower course on a whim. And that was it. I was hooked. The pigs were still there, the goats carried on causing chaos, but soon the flowers started to take over. I was completely self-taught, growing more and more each season until I realised… this wasn’t just a hobby anymore. It was my calling.

How has your business evolved?

What started as a passion project turned into a side hustle, then a fully-fledged career change. At the time, I was a full-time sales and marketing director, juggling my corporate life with my growing obsession with flowers. The transition took a few years, but eventually, I made the leap. Now, I run The Great British Flower School, a sustainable flower school with online training, and The Cut Flower Collective, the educational branch of my business helping aspiring flower farmers grow profitable businesses. And, of course, there’s the farm itself—where it all began.

What lessons have you learned as a podcaster?

I love a good chat. Seriously, I could talk to people all day, and that’s what makes podcasting such a joy. Everyone has a story, a reason why they do what they do, and I love unpicking that journey. My podcast covers everything from growing and floristry to research, sustainability, and education. I never get tired of learning from others, and that curiosity keeps the podcast fresh, fun, and full of unexpected insights.

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What aspect of your work do you find the most challenging?

Being a serial entrepreneur is both a blessing and a curse. My brain is always buzzing with new ideas, new projects, new ways to grow and improve. The challenge? Slowing down long enough to actually execute them all properly. I adore the teaching, the mentoring, the floristry, and the growing. But if I could drop one thing? The accounts. Ugh. Sadly, they’re a necessary evil, so I power through—preferably with an earl grey tea  and a slice of cake.

Social media is a big part of what you do—how has that evolved, and what’s your recipe for success?

For me, social media has always been about honesty and integrity. I don’t curate a perfect life—I share the good, the bad, and the muddy. When I was diagnosed with breast cancer in 2024, I was open about that too. Life isn’t always rosy (despite the flower-filled Instagram feed!), and I think people appreciate that authenticity. My success has come from consistency—showing up, sharing the journey, and never pretending to be anything I’m not.

What is your approach to sustainability?

Oh, this takes me right back to 1985, when I finished my degree in Environmental Science. That was 40 years ago, and back then, I was just as passionate about protecting the planet as I am today. Have we made progress in four decades? Some. But not enough. That’s why sustainability is at the core of everything I do—on the farm, in my floristry, in my teaching. Flowers should bring joy, not harm the environment.

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Why are flowers so important?

Gosh. Where do I start? Flowers are pure joy. They represent hope, renewal, and the beauty of nature unfolding before our eyes. But beyond that, they’re vital for our planet. They purify the air, provide oxygen, attract pollinators, and ensure biodiversity. They’re not just a pretty bunch in a vase—they’re part of the intricate web that keeps our ecosystem thriving. And let’s be honest, is there anything better than the simple happiness a bunch of fresh flowers brings? I don’t think so.

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‍Follow Roz's journey in flowers, growing, and sharing sustainable blooms.

Visit: www.fieldgateflowers.co.uk
Instagram: @fieldgateflowers

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