WFH Diary | With Sarah Ogden of Horseshoe Flowers

Horseshoe Flowers

“Hang in there, your special day will happen sooner or later. The longer you have to wait, the longer you have the beautiful anticipation of it all!” Sarah Ogden, Founder & Owner of Horseshoe Flowers on her advice to lockdown brides

Having previously lived and worked in New York City for the last 13 years (as a fashion designer for brands including Banana Republic and Armani Exchange), Horseshoe Flowers’ founder and owner, Sarah Ogden decided to take a leap of faith in August 2020…and landed elegantly in a business blooming with everlasting blushing botanicals. Having taking the step to retrain at the celebrated New York Flower School before moving back to the UK, Sarah’s green fingers were itching to blend and bound bountiful bouquets for brides across the country and beyond. And, as a new business fresh to the industry, notably she’s already causing quite the stir with her vibrant, Instagram-worthy creations. I caught up with Sarah to get the low down on her lockdown (2.0)… 

Horseshoe Flowers
Sarah Ogden of Horseshoe Flowers

#1 Provide us with three words that sum-up how you were feeling about lockdown  when it first started, and then three words about how you feel now as we look to go  into another lockdown:  

Before: “Worried, anxious, stressed.”

During: “Crazed, overwhelmed, sad.” 

After: “Tired but motivated, positive.”

#2 What time do you get up? Does this change in lockdown? Will life be a little  slower for you? Talk to us about your usual daily routine and how this changes in  lockdown…  

“I get up way earlier than I would like! I have two young children who think that ‘morning time’ is before 6am! I get both kids up and fed, and usually try to attend to my Instagram profile in-between cooking toast and getting them dressed. 

Once the kids are in nursery I can get started on making and packing orders, designing new products and answering my emails. I’ll have to adjust my weekly schedule a little now that grandparents are no longer able to help out.”

Horseshoe Flowers
Sarah of Horseshoe Flowers

#3 How does lockdown impact your business, and how can people (brides/the  wedding industry) support you throughout?  

“I’m only just beginning with my bridal flower collection. I have weddings booked in for 2021 and 2022 but I imagine that some might need to be postponed, and I also imagine that things would have taken off in a bigger way if there were more weddings happening. The good thing about everlasting flowers as your wedding flower choice though, is that if you do need to postpone, the flowers will not be impacted. They can wait patiently for your special day!”

#4 Name three small businesses on Instagram you are supporting or would like to  support more…  

No.1 “@cultofyouth – a beautiful collection of stunning jewellery.”

No.2 “@aceandprince – an amazing bag/accessories/ candles company (and the perfect wardrobe update).”

No.3 “@ktgillies_surfacedesign – beautiful terrazzo goodies.”

#5 What is your favourite isolation snack? 

“Cheese! And wine!!”

#6 What’s your most recommended quarantine pick-me-up when you’re feeling down  during lockdown?

“We live in the countryside so it’s always nice to get out and get some fresh air!”

#7 What’s the item you could NEVER find in the supermarket (and consequently  dreamt continuously about) during lockdown previously? 

“Flour… I couldn’t believe how hard it was to get hold of! Who knew so many people were bakers!”

#8 What’s the strangest thing that’s happened during your lockdowns? 

“I still can’t get over seeing everyone walking around in masks!”

#9 Favourite app for keeping in touch digitally with friends and family?


Horseshoe Flowers
Photography by @emmapilkingtonphotography
Hair & Make-up by @sarahmortenmakeupartist
Headpiece: @horseshoeflowers
Bridesmaid gown & campaign: @thth_bridesmaids 

#10 Name your lockdown hate:  

“Just not being able to hug friends and family.”

#11 Name your lockdown love:  

“Cosying up inside with a roaring fire! Also having my husband home, since he can no longer go on work trips!”

#12 The person(s) you will hug first when social distancing is no longer in place?


#13 An act of kindness towards you that you’ve really appreciated during lockdown?  

“So many wonderful people, from childcare professionals (couldn’t operate without them!!) to some of the loveliest people I’ve come across on Instagram who have been willing to go that extra mile to help a small business.”

#14 Talk to us about what’s new at your brand?

“The most exciting new thing for us is the launch of our bridal collection. I’m so excited to be bringing something special and unique to brides on their special day. We are in the middle of creating some stunning arrangements with preserved hydrangeas, roses, eucalyptus, grasses and other dried goodies. All will be available to view on our website soon. 

Everlasting blooms are the perfect choice for brides who are looking to keep their wedding bouquet after their wedding! I really hope to take away some of the stress for brides-to-be by allowing them to receive their flowers a few weeks before their wedding. One thing off their lists!”

Horseshoe Flowers
For TH&TH Bridesmaid’s Campaign

#15 Name three things the lockdown has made you grateful for: 

No.1 “Family and friends.”

No.2  “Just the beauty that is outside our very own doors.”

No.3 “The internet!”

#16 Which restaurant will you dine at first once restrictions are lifted again?

“Can’t wait to go for a good curry again!”

#17 What series have you now completed on Netflix? Any recommendations?  

“Ozark was phenomenal and Killing Eve on BBC.”

#18 What book would be top of your quarantine book list? 

“I’ve only read one book since the beginning of Covid and that is my friend, Douglas Stuart’s book, Shuggie Bain. It’s been Booker Nominated and I couldn’t recommend it enough!” Click here to discover it.

#19 For a little Instagram-escapism, what three accounts would you recommend?  

No.1 @kate_rose_morgan



#20 Name three things you bought online during lockdown last time and three things  you’re thinking of buying this time around:  

Last time: “A leopard print rain jacket that has been so useful, an Ace and Prince tote and some Boy Brown from Glossier. (amazing and lives up to the hype!).”

This time: “I’ve got my eyes on some earrings from Cult Of Youth, some leather loafers and probably some new jeans are in order!”

Horseshoe Flowers

#21 What’s your ‘lockdown’ outfit most days?

“Jeans and a t-shirt until about 5pm when I switch into jogging bottoms or pyjamas!”

#22 What’s your advice to lockdown brides?  

“Hang in there, your special day will happen sooner or later. The longer you have to wait, the longer you have the beautiful anticipation of it all!”

#23 And, finally, your quarantine cocktail/tipple of choice?  

“Wine, in copious amounts!”

Want to discover more about Sarah’s botanical magic at Horseshoe Flowers? Click here.

Read more WFH Diary entries from your favourite bridal designers, boutiques and brands on Bridal Editor here.

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