From City Life to Flower Farm: The Inspiring Journey of Petalon Flowers

Florence and James's story is one of transformation. Before moving to Cornwall, they lived in a creatively repurposed dairy building in Hackney, London, where they ran a wedding and event business. They were living in a large, open space with a bustling, city-centric life. Yet, the couple couldn’t ignore the pull of nature, and the idea of raising their children in the countryside began to take root.

“We had a very satisfied life in basement flats in London,” James reflects. But when the opportunity arose to buy a farm in Cornwall, they couldn’t resist. "We got a call a week after we came back from holiday, and the auctioneer said it hadn’t sold – did we still want it?" From that moment, things fell into place, and they found their new home.

With no clear blueprint for what they were about to embark on, they moved forward with optimism. Today, Petalon Flowers is a thriving farm covering 70 acres, with 6000 trees and 7 kilometers of flower beds. The farm has blossomed over the last four years, due to Florence and James's careful, thoughtful approach to growing flowers and land management.

At the heart of Petalon Flowers lies a deep commitment to regenerative farming. Florence and James focus on growing flowers by hand – 100% of the work is done without any harmful chemicals. This allows them to foster a symbiotic relationship with nature, where plants thrive, soil health improves, and biodiversity flourishes.

“Regenerative farming is about keeping the root systems alive and maintaining a living soil,” James explains. “If you can keep the soil healthy, you sequester an enormous amount of carbon, which is vital for the planet.” By avoiding tilling, they prevent soil erosion and allow carbon to stay trapped in the ground, instead of being released into the atmosphere.

For Petalon Flowers, farming is not just about growing flowers – it’s about growing a thriving, balanced ecosystem. “The more we grow, the more we learn, and every year we improve,” Florence says. “There’s no blueprint for what we’re doing, but the more we learn, the better our farm gets.”

The farm is incredibly photogenic year-round, and winter is no exception. “For a flower farm in winter, we have more going on than most,” James notes. “We’re doing tree planting, we’ve got ‘stuff’ happening everywhere.” The beauty of the farm changes with the seasons, offering a different kind of charm during the colder months. It’s the kind of place where the landscape tells a story of growth and regeneration – no matter the time of year.

Petalon Flowers has taken their commitment to sustainability a step further by donating 100% of their profits to environmental conservation projects. For Florence and James, it’s not enough just to grow beautiful flowers – they want to ensure their work supports the planet in every way possible.

"People want to know what they're paying for when they buy from us," James says. "When you buy a bouquet, you're paying for the people who grew, cut, and arranged the flowers, for the packaging and delivery. Anything left over goes to conservation projects, not into someone else’s pocket."

This model allows Petalon Flowers to directly contribute to conservation efforts, protecting the very ecosystems they rely on. "There’s a lot of satisfaction, but not a lot of cash," James laughs. "But we get paid enough and we have a very nice life."

Growing flowers on a regenerative farm is no small task, requiring constant planning and foresight. Florence oversees the farm's growing operations, coordinating what to plant, when to plant it, and when to harvest. This is no small feat – some bouquets contain up to 15 different flowers, and everything must be perfectly timed to ensure the right combination of colors, textures, and blooms.

“We plan everything months ahead. Florence is constantly thinking about what’s needed for a bouquet months in advance,” James explains. “In the middle of summer, we start cutting flowers early in the morning – around 6:30 a.m. We try to get it done quickly, then process everything by hand.”

In the beginning, the farm was small, and Florence and James gradually expanded the number of beds they worked. “We started with a little land, and now we have more beds, more space, and more flowers every year,” says James. They now manage an impressive array of flower varieties, allowing them to offer bouquets that are not only beautiful but also sustainable.

Living in Cornwall has also strengthened Florence and James’s connection to the natural world in profound ways. Their children, who have grown up on the farm, are deeply connected to the wild, untamed coast of northern Cornwall.

“My daughter does surf lifesaving, and they both love the sea,” James says with pride. “They want to surf, body surf, sand surf – they’ve fully embraced this coastline, which is wild and challenging. If they’re going to grow up here, they need to be good swimmers. It’s amazing to watch their respect and freedom when they’re in the water.”

As for James, his relationship with the sea has also evolved since moving to Cornwall. "I surf a few times a week. I’ve learned to appreciate the waves that suit me, between two and four feet,” he says. “It’s not about being brilliant at it, it’s just about enjoying the experience. That’s a mindset I’ve carried over to farming too.”

Petalon Flowers is a shining example of what’s possible when sustainability, creativity, and business intersect. There is no "blueprint" for what Florence and James are doing, but they’re proving every day that a regenerative approach to farming can thrive. They’re building a future where flowers are grown responsibly, and where every bouquet purchased supports the planet.

“Nature doesn’t like a vacuum,” James says. “We’re doing our best to keep that balance intact. Flowers don’t just look beautiful—they’re part of a bigger ecosystem.”

As they continue to grow their farm, they’re also inspiring others to think about the role flowers can play in environmental regeneration. For anyone looking for a way to support sustainability while enjoying the beauty of nature, Petalon Flowers is leading the way—one bloom at a time.

Petalon have generously offered 15% off for our community when you use code finisterre15, just in time for Valentines Day...