For Willow Crossley, the road to floral design wasn’t a straight path. It meandered through the world of fashion, a vineyard in the South of France, and an unexpected pivot that led her to discover her true passion: flowers. Today, she’s an internationally acclaimed floral designer working with some of the world’s top luxury brands, but her journey is as colorful and layered as one of her intricate arrangements.
Crossley’s story begins in London, where she studied Fashion Promotion at the London School of Fashion. “I always thought I’d work in fashion,” she recalls. And she did—for a while. She worked at magazines in the fashion and beauty industries, but eventually realized she wasn’t suited for that fast-paced, competitive world.
A new chapter began when she followed her then-boyfriend, now-husband, Charlie, to the South of France to live on a vineyard. Life there was a world away from the bustling streets of London. Surrounded by rustic charm, Crossley began crafting handmade items from vintage fabrics she discovered in local brocantes. She sold her creations in St. Tropez beach shops and started a blog documenting her life. That blog became her first book, The Art of Handmade Living.
When she moved back to London with her first child, Crossley dabbled in interior design, styling, and personal shopping. But her defining moment came while writing her second book, focused on decorating with nature. “I wrote a chapter about decorating with flowers and felt like I had hit the jackpot,” she says. That realization, paired with a Christmas gift from Charlie—a flower-arranging course—sparked a new passion.
Her first big project? A friend’s wedding. Crossley and her mother took on the challenge with no professional experience, but the event was a success and marked the beginning of her floral career. Soon, her second book received significant support from Anthropologie, opening doors to collaborations with Chanel, Dior, Jo Malone, and other luxury brands.
When it comes to her favorite blooms, Crossley struggles to pick just one. “In spring, I love Solomon Seal, tulips—the madder and stripier the better—Fritillaria, and blossoms,” she says. Summer brings peonies, garden roses, and sweet peas, while autumn favorites include dahlias and nasturtiums. For winter, it’s all about anemones and ranunculus.
Her work spans diverse projects, from grand store installations to intimate private dinners and woodland weddings. “I adore the variety,” she says. “No two projects are ever the same. I’m very lucky that clients give me few rules and let me run wild.”
Crossley’s philosophy revolves around the idea of “nurture by nature,” the belief that even small interactions with the natural world can uplift our spirits. “Our bodies are wired to need nature,” she explains. Whether it’s sowing seeds, arranging flowers, or simply walking in the woods, these activities can profoundly impact mental well-being.
Crossley highlights an unexpected benefit of gardening: the natural antidepressant properties of mycobacterium found in soil. “We spend so much time at screens; balancing that with time outside is crucial,” she says.
Crossley’s love for flowers extends to her home life in Oxfordshire, where she lives with Charlie and their three sons, aged 15, 12, and 9. Their countryside home is always filled with blooms, though her sons’ interests have shifted from flower arranging to rugby.
“When they were little, I’d sit them in high chairs in my studio, give them a jam jar and some flowers, and encourage them to make little arrangements,” she reminisces. Though the boys are less involved now, the presence of flowers remains a family constant.
This year, Crossley is thrilled to bring her floral expertise to the 35th annual Antiques & Garden Show in Nashville. It’s her first visit to the city, and she’s brimming with excitement. “I have visions of everyone walking around in cowboy boots and fringing, strumming away on their guitars,” she laughs. “I have no idea what to expect!”
For Crossley, the opportunity to connect with a new audience and share her love of florals is always exciting. “Flowers have a way of making life more beautiful,” she says.
For those inspired by Crossley’s journey, her creativity extends beyond the arrangements themselves. She runs an online store, shipping globally, and curates an online magazine, The Seedling, now available on Substack.
Crossley’s work reminds us that beauty can be found in the smallest details—whether it’s a vibrant tulip in spring, a carefully arranged bouquet, or the simple act of sowing seeds in a garden. Her journey, filled with unexpected turns and bold choices, serves as an inspiration for anyone looking to follow their passion.
As she prepares for her Nashville debut, one thing is clear: wherever Willow Crossley goes, she brings a world of blooming possibilities with her.
Crossley’s philosophy revolves around the idea of “nurture by nature,” the belief that even small interactions with the natural world can uplift our spirits. “Our bodies are wired to need nature.”