From Fashion Journalist to Florist & Lifestyle Brand: Why Willow Crossley's Story Matters for Female Founders
Take inspiration from Willow Crossley, founder of Willow Crossley Creates, the florist and lifestyle brand known for celebrating the wayward beauty of nature
Hello, Denyse here, and a very warm welcome to We Are Mimosa, a place for women building brands which are aligned with their purpose and values, and who care about making the world a better place.
The inspiration for this week's Female Founder Spotlight is the Willow Crossley Creates brand, a testament to the power of following your passion and building a purpose-driven business that celebrates nature's beauty while championing sustainability. Willow launched the Seedling, here on Substack, earlier this month.
"I believe in celebrating the wild and wayward beauty of nature in everything we create," Willow shares. "It's not just about making beautiful things – it's about fostering a deeper connection with the natural world."
Like many remarkable female founders, Willow Crossley's journey began with a career pivot. After working in fashion journalism at prestigious publications like Tatler and Harper's Bazaar, life took her in an unexpected direction when she moved to France with her husband. It was here, away from the fast-paced fashion world, that the first seeds of her future brand were planted. She started small, launching Willow Rose Boutique, selling handmade items from her kitchen table – word art designs, fabric-covered books, and jewellery.
But it was while writing her second book, "Inspire: The Art of Living with Nature," that Willow discovered her true calling: floristry. This revelation led her to enroll in a course at the Covent Garden Academy of Flowers, and her career blossomed after designing the flowers for a friend's wedding. Today, her client list includes luxury brands like Dior and Ralph Lauren, and even the Duke and Duchess of Sussex.
What began as a floristry business has bloomed into a comprehensive lifestyle brand. Her product range now spans everything from carefully curated floristry tools and vases to candles, linens, and wellness products. She's collaborated with Barneby Gates for wallpaper designs, Amy Kent for rugs, and even launched a clothing collection with heritage label Brora. Each product reflects her signature aesthetic and commitment to quality.
What makes Willow's brand unforgettable is its perfect alignment with her core values and aesthetic vision. As a Creator archetype with strong elements of the Naturalist, she has developed a distinctive style described as "wild, wayward, and very natural." This authentic approach resonates deeply with her audience, who share her appreciation for nature's untamed beauty.
The personal side of Willow's story adds another layer of authenticity to her brand. As a mother of three boys, she's been open about her struggles with postnatal depression and how working with nature became her sanctuary. "Nature has this incredible healing power," she reflects. "It quite literally saved me during some of my darkest times." This experience inspired "The Wild Journal," her book about finding solace and healing through connecting with the natural world, and continues to influence her approach to business and life.
But perhaps what's most inspiring about Willow's brand is how she's turned her environmental values into a cornerstone of her business practices. She prioritizes locally sourced, seasonal flowers, minimizes plastic use, and actively seeks alternatives to traditional floristry materials like floral foam. "Sustainability isn't just an add-on," she explains. "It's fundamental to everything we do."
The brand has grown organically, expanding beyond floristry to encompass workshops, online courses, books, and brand collaborations. Her digital journal, "The Seedling," recently found a new home on Substack, where she shares intimate insights about gardening, interiors, and style, fostering a thriving community of nature enthusiasts and aspiring florists. This multi-faceted approach demonstrates how a clear purpose and authentic brand voice can create multiple revenue streams while staying true to core values.
Key Takeaways for Building an Unforgettable Brand:
Start with Your Story: Willow's journey from fashion journalist to celebrated florist shows how personal transitions can become powerful brand narratives. Don't shy away from sharing your evolution – it makes your brand more relatable and authentic.
Let Your Values Lead: By putting sustainability and nature at the heart of her business practices, Willow has created a brand that stands for something bigger than its products. This resonates deeply with today's conscious consumers.
Create a Distinctive Style: Willow's "wild and wayward" aesthetic sets her apart in an industry often dominated by formal arrangements. Your unique perspective can become your greatest brand asset.
Build Community Through Content: Through "The Seedling" on Substack and social media, Willow has created a space where her audience can connect with her brand's values and each other. This turns customers into advocates.
Remember, building an unforgettable brand isn't about following trends – it's about having the courage to express your authentic vision and values consistently across everything you do. Willow Crossley Creates exemplifies how staying true to your purpose can lead to both commercial success and meaningful impact.
I hope you’ve enjoyed today’s Female Founder Spotlight? I’d love to know what and/ or who has been inspiring and empowering you this week? Share with us here which female founder has caught your attention. I’d love to hear from you in the comments box below.
And, if you enjoyed this post take a moment to “❤️” it and share the love by restacking it.
Until next time!
Denyse
P.S. For those interested in a deeper dive into Willow Crossley's business strategy and growth, check out my detailed analysis piece. There, we explore the nuts and bolts of how Willow is building a sustainable, scalable brand.
And if you're curious about creating an unforgettable brand like Willow’s, check out my new series on building a brilliant brand and my Summer Business School series on business planning which includes a piece about marketing on a shoestring.
About me
If you’re new to my work, it might be helpful if I explain who I am and what I do!
I’m Denyse Whillier, a former Chief Executive with more than 25 years of business experience under my favourite Sézane belt. I upcycle my skills and experience to provide business mentoring and strategic support, reimagined for female founded businesses.
My mission is simple. It’s to make it easier for women to build thriving brands which are aligned with their purpose and values and to close the gender gap in entrepreneurship, one female founder at a time.
To find out how I can support you on your business journey, check out this link. And if you’d like to know more about the results my clients get, here are some of my case studies.
One-off advice | 3-hour intensive | Ongoing monthly business coaching | Done-for-you business audit
Wow Denyse thank you so much!! What an honour!! xx