NICHE – the story

Niche isn’t here to play. We mean business and we make a mean bouquet. If you don’t care about flowers, plants, or your own environment, you’re three sentences in on the wrong About Us page. We love nature so much!

Only the best, freshest, most eye-catching flowers, arranged in our inimitable, contemporary, naturalistic, high-impact fashion EVER leave our shop.

Our customers KNOW. Good enough isn’t good enough. We don’t just have a mission – we also have a vision, and a vibe, a compulsion and a conscience. We’ve got it going on. It would be exhausting if it weren’t so energising.
Where do we start?

Mission:

We want to flatter, surprise, reassure, inspire and delight all our customers. We want shrieks of joy. We want to make your day. We want to make things better than they were before you chose to get us involved.
Also we want to make a bundle of money, twin a load of toilets and buy our husbands something nice.

Vision:

Our world will be full of flowers, and everyone will care why and how.

Vibe:

We’re creative and inclusive. We care about the person buying the flowers; the people for whom they’re buying them; and we care about the flowers SO MUCH – the shapes, the colours, the quality and the origin; and we care about the people who grew them and got them to us. Our team consists of wonderful humans, and the whole set-up is a massive treat for all concerned. It’s pretty cool and kind of wild, and sort of … chic! – and … well, niche.

Compulsion:

WE CAN’T STOP ARRANGING FLOWERS. We’ve got secateurs in the glovebox and we jump out and fill up the boot in lay-bys. We hurt so good when we see a perfect bloom. We love the interplay of the textures. We buy a rose to see how it opens. We never leave a car boot sale without accidentally buying another vase. Fritillaries get us like a physical ache. We well up when we smell lily-of-the-valley for the first time each year. We can’t pick our favourite. We count the petals and run a finger over velvety centres. We don’t mind the cold. WE’VE GOT THE LOVE.
We’ve also been doing this forever so if you want to see our history, see below.

Conscience:

We only use recyclable wrapping and vessels to pack, deliver and display our designs, so we’re not filling up the world with plastic crap and petroleum by-products. We specialise in locally-grown and organic varieties to cut down on flower miles and use of agrochemicals in order to promote soil biodiversity. However, we also celebrate our planet’s mad bounty and offer varieties from all over the world, grown in line with responsible, sustainable floriculture practices, ensuring industry workers in developing countries are not subjected to harsh working conditions, dangerous pesticides or rubbish pay. Our products – both those we buy and those we sell – are shipped responsibly with an eye to Co2 emissions and we hold our suppliers to account on their energy use, water use and contamination, transport emissions and waste as well as minimizing our own. We’ve got the love for our planet and it massively shows in our work as well as our ethos. You can choose what goes into your bouquet – you can buy local, or you can support flower farmers in the developing world. You can collect your flowers or request local deliveries to be made by bike instead of van. 

Story:

It’s a vocation. Libby has been a florist for donkey’s and it turns out it’s not so easy to kick the habit. Launching in 2019, Niche (Norwich) Ltd represented a new concept in floristry for our region. Norwich is a city with taste, right? We’re not going to be placated with cellophane wrapped wilting imports from the local garage.

If you’re going to accept a bouquet of flowers to adorn your dining room table or breathe life into your wedding reception, you should accept art. Oxygen-producing, joy-giving, every-bunch-is-unique art. So that’s what we do.