Felton's is a flowering Wharf success

Over the past 124 years Felton's has built up an enviable reputation - based on quality of product and quality of service - that has seen it through more than one recession.

What's more it's a family business. It was founded in 1885 by Robert Forester Felton, who opened his first shop in Mayfair in 1900.

The company became florists to the then Prince of Wales - later King Edward VII - and supplied the flowers for his coronation (pictured left).

Felton's expanded their operations into the City of London in the 1920s, providing florist services to the Lord Mayor, something they continue to do to this day.

Current proprietor Richard Felton, Robert's grandson, explained how they have survived through some interesting times.

"Flowers are dynamite," he said. "They carry a very important message and I think people still believe in that.

"We're like the fifth emergency service. When a busy man has forgotten his wife's birthday or Mother's Day we can step in to help rescue the situation. It's enormously satisfying being able to help."

Richard, 58, has 40 years experience in the trade and has met many of the great and good, including Her Majesty The Queen, the Duke of Edinburgh and existenstialist philosopher Jean-Paul Sartre, through his work.

For many people flowers are only given on special occasions but Richard revealed it is everyday custom that really matters, as well as keeping control of what you are doing.

He said: "Our product is a goodly, godly gift it's nice to receive all year round. Special occasions, like Valentine's Day, are very important but there is a lot more to the business than people realise.

"It's all about logistics. It's not an easy business because we are dealing with a perishable, deliverable and labour intensive product. What a cocktail that is.

"You really have to know your stuff. It's not what you sell but what you are left with that matters."

The Canary Wharf shop, opened in 1994, is one aspect of the business but diversity is also key to Felton's success. From its production unit in Poplar the company supplies flowers for all manner of occasions, from weddings to state events.

One of the most high-profile moments came in 1997 at the funeral of Diana, Princess of Wales.

"We supplied the lilies for Diana's coffin," said Richard. "It was probably the most observed piece of floral artistry ever in the history of flower arranging so we had to get it right and fortunately I think we did."

The shop is the place most Wharfers will know and for Richard it is an important part of the service.

He said: "Customers come in from all walks of life. We have celebrities, we have the mayorality but above all we have good old joe public.

"The shop is great fun. We get feedback from customers who enjoy coming in to be entertained.

"They like the fact there are leaves on the floor and the personal touch is so evident, which is pretty rare in shops these days."

But despite its success Richard is determined Felton's will not rest on its laurels as it faces the challenges of the economic downturn.

He said: "You are only as good as your last bunch. Personal recommendation is the major ingredient to see you through a recession. We're not immune to it but there is always a place for flowers.

"We've come through a few recessions before and, touch wood, we'll come through this one. I think a few florists will disappear but the best will survive.

"The ones who come through these challenging times will be the ones who really know what they are doing and who are able to diversify. And discipline is important because you can't afford to get a delivery or display wrong."

For more information visit feltonsflorists.co.uk