Our story · In Bloom & Co

Our aim is to spread botanical joy

Founded by Alex through a passion for flowers and family traditions.

Read our storyChristmas workshops
Alex, founder of In Bloom & Co, holding a dried hydrangea wreath in a leafy garden
Alex in her In Bloom & Co apron in front of a twinkling Christmas tree

The story

It all started with a family tradition

In Bloom & Co was founded in September 2017 by Alex, through a passion for flowers and family traditions.

“For over a decade now, I have had a lovely tradition with my Mum, Diane: every December, we wrap up warm & forage for local foliage, before heading home to warm up next to the fire. We make our wreaths whilst listening to Christmas music, eating mince pies and drinking mulled wine. I initially started In Bloom & Co so that other people could experience our traditions too!”Alex, founder

What started as luxury workshops eventually became a mission to spread botanical joy throughout the seasons. From fresh & dried floral creations, to a botanical bath range and our online courses with In Bloom School.

How we grew

From one family tradition to nine Christmases

Foraging with Mum

For over a decade, Alex and her Mum, Diane, have wrapped up warm every December to forage for local foliage, then made their wreaths by the fire with Christmas music, mince pies and mulled wine.

Alex smiling and holding a white peony

About the founder

Hi, I’m Alex

“A Mum of two and wife of one, living in Leamington Spa.”

I feel incredibly lucky that I’m able to do something that I love and I am so passionate about. You’ll often find me on Instagram, where I’m regularly talking about life behind the brand, DIY projects, curry, flowers and sharing tips and tutorials.

A few things about me · tap to reveal

Alex x

From my garden

Grown, cut & dried at home

I grow & dry my own hydrangeas, then turn them into wreaths and arrangements.

Follow along with my From my garden series on Instagram.

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Alex in her garden cutting hydrangeas
Cutting the hydrangeas
Alex smiling behind a huge armful of hydrangeas in her garden
Hydrangea season

Behind the brand

Flowers, wreaths & me

A little peek at life behind In Bloom & Co. Swipe or use the arrows.Swipe to see more.

Alex smiling with a bright vase of tulips and ranunculus
Spring colour
Alex holding a Christmas wreath against a brick wall
Christmas at the door
Alex arranging an armful of flowers at a garden table
Arranging outdoors
Alex in dungarees arranging peach flowers in the studio
In the studio
Alex hanging a spring wreath on a blue painted wall
A spring wreath
Alex styling a candlelit table with flowers
Setting the table
Alex arranging pink spring flowers outdoors
Pretty in pink

The team

The faces you’ll see on the day

We are a family business, and come workshop season Alex has some wonderful helpers by her side.

  • AlexFounder
  • AmyHelper
  • DiHelper
  • ImogenHelper
The In Bloom & Co team in aprons by the Christmas tree on workshop day

Company ethics

A family business that gives back

We are a family business, supporting local charities, businesses and the environment. We love to help raise money for local charities, and since we started in September 2017 we have raised thousands of pounds.

Charities we’ve supported
  • The Bluebell Centre (Warwick Hospital)
  • Cancer Research UK
  • Local Warwickshire primary schools
Next on the list
  • Myton Hospice
  • Motor Neurone Disease Association
Alex with a nurse, holding a festive wreath with a red bow
Alex in her apron with a big, happy group of guests holding their finished Christmas wreaths

Heist House Studios · Warwick

Come and start a new tradition

Luxury Christmas wreath workshops, Saturday 28th & Sunday 29th November

Book your placeGive it as a gift
@inbloom.and.co

Come and say hi!

Follow us on Instagram for life behind the brand, DIY projects, flowers, tips and tutorials (and probably some curry).

Follow us on Instagram