Pulbrook & Gould: The Long-Standing Florist With Royal Connections

By CTH Editors

5 months ago

Pulbrook & Gould is a Great British Brand 2024

Pulbrook & Gould is an entry into our Great British Brands 2024 book.

Pulbrook & Gould: Great British Brand 2024

‘Pulbrook & Gould is 67 years old and like many in later middle-age, it is wary of AI. Nonetheless, the company is keeping abreast of developments, and we watched with interest the demonstrations of the robotic arm trying to arrange a very simple bouquet. The results were sub-amateur – totally lacking in inspiration and humanity. 

‘Having said that, of course we use technology – the pandemic really brought home its value, showing us that a good website is integral to our business rather than an optional extra. Technology also makes our back-office operations more efficient, and we are waiting impatiently for someone to invent a truly sustainable alternative to the green oasis that is universally used. We are experimenting with wool and other eco-friendly materials, but thus far haven’t found anything that holds moisture or supports the stems as well. 

Bouquet of colourful flowers on a table

‘I cannot see a day when we would ever be able to employ AI designers, even if we wanted to – which we most certainly don’t. Everything about our arrangements is profoundly personal, and profoundly human. Each one is a statement of choice and taste that goes far beyond colour and scent and appearance. Often, they are also expressions of symbolism, emotion and memory; we’ve done wedding bouquets that have included the favourite flowers of a deceased parent, for example. Our designers are trained to interpret wishes, even when people aren’t able to articulate them fully. 

‘Flowers have an eloquence all of their own, and people have a story all of their own. We use one to communicate the other. Ultimately, we work with our clients to bring their vision to life, and that is as true of arrangements for a corporate event or private dinner as it is of a wedding. Floristry is an ultra-human business. I hope it remains so forever.’ 

Erik Karlsen, CEO

Bouquet of white flowers

Five Proudest Moments

  1. The wedding of HRH Princess Alexandra to the Hon. Angus Ogilvy in 1963 was the first of many royal weddings that Pulbrook & Gould has been involved with.
  2. We were thrilled when India Hicks booked our talented florists for her wedding in 2021, following in the tradition of her mother Lady Pamela Hicks, whose arrangement we designed in 1960. 
  3. We were proud to be interviewed by global media following the death of Queen Elizabeth II. We provided insights on the most appropriate flowers for such an occasion.
  4. For many years now, we have been the preferred florist of Dame Anna Wintour, Vogue’s editor-in chief. We have built our reputation on such long-standing relationships.
  5. In 2023 we collaborated with LAPADA Art & Antiques Fair for its international event in Berkeley Square, designing the floral displays to complement and enhance the exhibits. 

What I’ve Learnt…

  • Modernise and improve to remain relevant, but never lose sight of your history, culture and what defines your brand.
  • The human will always trump the machine in floristry. Every single arrangement is unique, personal and imbued with significance.
  • Never, ever compromise on quality. Employ the best to deliver the best.

Bouquet of flowers


31 Palfrey Pl, London SW8 1PE 

+44 (0)20 7730 0030