Q&A with Ming and Joanna

In the midst of an industry where every flower is meticulously placed, and every bloom must radiate perfection, behind the scenes the world of event floristry unfolds as an extremely high pressure and demanding environment. It is within this delicate balance of beauty and intensity that resilient women truly emerge. Ming and Joanna are the visionaries behind the Veevers Carter brand. In the hands of these remarkable women, flowers become more than decoration, they tell stories of dedication and are a testament to the mastery required to thrive in the industry.

In celebration of International Women’s Day, we engage in a Q&A with our Founder Ming and Managing Director Joanna, delving into the journey of thriving in the floral industry and exploring the influential women who have shaped their paths to the successful positions they occupy today.

How long have you been a part of the floristry industry?

[Ming] Well I started floristry when I was 17, so 45 years ago.
[Joanna] 16 years! and before that, the Art sector through studying fine art.

How would you describe your signature style?

[Ming] Using natures form to create natural, elegant and inspiring displays.
[Joanna] Yes! Very natural, we often bring garden foliage into our designs. We love using touches of jasmine as it gives beautiful movement and a heavenly scent.

Favourite flower?

[Joanna] Depending on the time of year, I love big and blousy blooms that pop with colour and delicate petals, peonies and poppies are a favourite.
[Ming] It truly is dependent on the season! Nothing is as exciting as the first snow drop, or the first turning leaf of autumn, spring and summer, such a feast of beauty you could never choose, even winter when you can really see the shapes of the unadorned branches or skeletal remains of leaves.

What inspires your floral creations the most?

[Joanna] I take huge inspiration from nature, fashion and from art.
[Ming] Nature, simple.

Most memorable event?

[Joanna] It has to be the most recent BAFTA Nominees Party - we created a floral sculpture for the central bar at the National Gallery - their biggest installation to date at 17ft – with individual bespoke made petals that spanned over 3 metres in length. It looked magnificent.

[Ming] Yes, the BAFTA party was truly incredible, for me it has to be my daughter’s wedding.

Are there any women in or out of the industry who have inspired or mentored you throughout your career?

[Ming] So many -
Lady Pulbrook, for providing a place for me to learn my craft.
Lorna Wing for having faith in me at the very beginning.
Alison Price for all the confidence she instilled in me.
Helen Dyson for being an inspiration.
All the women who have worked so hard by my side to make VC the success it is.

[Joanna] So many, first and foremost my sisters have consistently served as a source of inspiration and a sounding board for me. Then there’s the team, they’re a constant inspiration, and collaborating with them is an even more potent driving force. Jo Malone has been an inspiration for many years, the two brands she has built from humble beginnings and her constant struggle with dyslexia (something I have battled with too), her vision and passion, with such resilience and creativity, I find truly inspiring.

Can you tell us what it means to be resilient in the floristry industry?

[Joanna] Taking the time to reflect on the business's trajectory, identifying future opportunities, and adapting to industry changes (something I’ve had to do on many occasions) are all key components. Ultimately, resilience is not just about weathering the storms but also about continuous growth, evolution, and the unwavering commitment to a craft that brings joy and beauty to others.

[Ming] Being resilient in this industry is much the same as any, don’t squander any resources, always listen and do your utmost for all your clients, find solution to the problems and admit when you are wrong and fix it. Look after and listen to your team.
Give your self time to look at where your future business lies.

What inspired your commitment to sustainability in floristry?

[Ming] Sustainable is something I learnt from a very young age, we lived on an Island in the middle of the Indian Ocean with a boat that would drop off supplies once every 3 months. We wasted nothing. From being careful how you cut a stem of foliage, waste management by drying or preserving the flowers in various ways and creating more joy by giving the flowers to others for their second chance to bloom. This also opens doors to different kinds of design; we made the most enchanting image of the Queen for Chelsea Flower Show by using hundreds of heads of flowers we had pressed from previous events.
We also spend time and effort into finding different sustainable mediums to use in our non-floral installations. Its rewarding, exciting and a challenge.
I am so lucky to have spent so much of my life doing something I love.

[Joanna] As purveyors of nature I am acutely aware of the importance of setting an example in green ways of working. Sustainable practices not only align with our values but also resonate with the evolving expectations of our clients and the industry. The realisation that every bloom, stem, and arrangement can contribute positively to the planet motivates us to continually innovate and integrate eco-friendly approaches into our designs, it’s an ongoing process!

Any special message or advice you'd like to share with aspiring women pursuing a career in events floristry?

[Joanna] Stay true to yourself and lead new creative designs. The events industry is fast paced, and you need to work as a solid team to deliver, make sure everyone is on board and understands your vision and the importance of detail. Treat others how you would like to be treated. Make sure you have fun and enjoy the floral journey!

[Ming] Don’t undervalue yourself, your team or the industry.

Discover more about our sustainable practices here