Loved by Coco… Joanne Truby Floral Design

Written by Emma Hla
Feature Image by Rebecca Douglas Photography.

The morning of my wedding I was calm.

Excited, but in control and yes, I’ll say it again, very calm.

However, I seriously lost that cool exterior when my wedding flowers turned up with the Best Man. It only took one glance at my wild bouquet of roses in the creamiest ivory and blush tones to send me into a flurry of happy tears! It was amazing to see all of our planning, all of those pins to that overly-worked Pinterest board and my carefully sourced ribbons come together in such a beautiful fashion. In that moment, holding the bouquet with my hair pinned and my dressing gown still on, I felt like a Bride.

So you see, today’s Loved by Coco is quite special. Special because I believe choosing your florist is another big moment in the planning process. So, it’s a pleasure to introduce you to Joanne Truby, passionate and creative florist extraordinaire, and another Lady who can evoke happy tears with her gorgeous work.

Notes from Joanne Truby Floral Design


Image by Rebecca Douglas Photography.

Joanne: I have always been a creative person, before I started Joanne Truby Floral Design I worked in retail, specifically fashion and homeware as an Ecommerce Content Co-ordinator. While I worked in the retail industry I found myself continually drawing on my knack for colours and design. But I still had a yearning to do something more hands on as opposed to sitting at a computer all day, so much so that I decided to take the plunge and enrolled on a FDA in Floral Design and Events Management achieving a Distinction.

I continued my studies gaining a First class BA honours degree from Greenwich University who partnered with the prestigious Covent Garden Academy of Flowers. My love for flowers and design ‘grew’ more and more during my studies and I knew 100% I wanted my own floral design business once I graduated.

I started Joanne Truby Floral Design two years ago and haven’t looked back since!

My Brand

Joanne Truby Floral Design offers a bespoke floral design service that is innovative and personal to you. We specialise in floral designs and styling for weddings and events and we also offer our flowers for the home service.

We are lucky enough to work on all sorts of interesting briefs, from collecting sea shells on the beach for a nautical themed wedding, to trailing antique shops looking for the perfect vintage brooch to add the finishing touch to your bridal bouquet, to spraying leaves gold to encompass your blush and gold colour scheme. We love to include all those personal details to your designs.


Top Row: Image courtesy of Joanne Truby Floral Design. Second Row and Bottom Row: Images by Rebecca Douglas Photography.

To provide you with the most luxury flowers our petals are sourced from New Covent Garden flower market as they have the highest quality and a vast array of flowers available. As well as using British grown flowers from our trusted supplier based in Cornwall. We’re always on the hunt for wonderful containers and props (looking for treasure as we call it) so all the designs created are one off.

As part of our tailor made service with all of our couples and clients we have an initial consultation (however this to me sounds rather formal so I would prefer to say a chat over a cup of tea). We get to know you, your likes, interests and the type of wedding day you envisage. As well we visit your venue to get a real feel for the surroundings and what designs would work. From our meeting we then start creating your designs brief. We put together your online Pinterest mood board which we send you along with your detailed brief that captures the feel and style you would like to create. Other personal touches include name labels being added to all your bouquets and button holes as well as ribboning all your buttonholes in co-ordinating fabrics/patterns to match your theme.

I would describe our style as natural and abundant, I like to mix pretty colour combinations with an assortment of flowers and foliage’s to create different textures within our designs. We always bring our love of flowers, design and personal approach to each of our clients that we work with.


Images by Corette Faux Photography.

My Advice

  • When deciding on your wedding flowers my advice would be to be open minded to suggestions. You might have your heart set on peonies and are disappointed to find out that they are not actually in season at the time of your wedding. Choose a supplier whose work you love as there are always other flower alternatives that will still create the same effect that a good florist will be able to suggest. As long as your both on the same page with the overall creative vision that’s the most important thing.
  • Think of your flowers as part of your styling and décor that add to the tone you are setting and not as two separate elements of your wedding. For our consultations I always ask my couples to bring along one of their save the dates / invitations with any inspirational pictures, pictures of bridal dresses & fabric swatches etc. I can then build a clear picture of their day which allows me to suggest ideas that will compliment and tie in with all the other elements of their wedding.
  • Always re-use arrangements wherever you can, for example ceremony arrangements can be moved to your reception venue to make sure you get the most out of them throughout the day and helps to save some money too!


Images by Rebecca Douglas Photography.

Thank you so much to Joanne for stopping by with her lovely story and beautiful blooms.

You’ll also find Joanne Truby Floral Designs on our Supplier We Love page! If you want more fabulous supplier recommendations then take a browse through the Loved by Coco Archives.

Lots of love…

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