Branching out

Helena Willcocks spent years creating beautiful blooms in London. But she could not ignore the pull of home anymore. Now the sustainable floral designer runs growing business The Allotment Florist in Otley

- Emma Mayoh

‘I always loved to grow things, growing is my therapy,’ smiles Helena Willcocks, aka Otley’s Allotment Florist.

‘I’ve always loved being outside and the joy of putting something in the ground, that you look after and care for, and then get the most beautiful result, there is nothing better. It really gives me a sense of purpose.’

Helena spent years working in some of Covent Garden and East London’s most recognised florists creating show-stopper blooms and teaching budding floral designers her craft. But it has been a much-longed for return to her home county of Yorkshire, with partner Jack, that has grounded her.

‘Yorkshire was constantly calling me home and to be back here, doing the work I love feels incredibly special,’ she says.

She moved home just a few weeks before the enforced lockdown in March. Despite the challenges this created, including the loss or postponement of much of her wedding work, Helena has turned her attention to creating sustainable blooms, letterbox flowers, wreaths and dried flower postcards.

She grows her flowers in pots in her yard as well as sourcing from other Yorkshire growers, including Picked at Dawn in Thirsk, and uses beautiful blooms from her mum, Elizabeth’s garden. She still also has growing space in London but is searching for that ideal spot near home.