FAQ'S

Everything you need to know about Ett Hem London's forever flowers

As featured in Vogue, Harper's Bazaar, Elle, The Financial Times, The Times, Good Housekeeping, Stylist, Elle and more...

What are forever flowers? Forever flowers is our name for the highest-quality faux floral arrangements, designed to look, feel and style exactly like fresh flowers, but without the wilting, the waste or the weekly shop. Every arrangement is hand-tied in London using a carefully curated mix of premium stems, then packaged in our signature gift box, ready to place straight into a vase.

Why choose faux over fresh? Fresh flowers use a significant amount of carbon, water and pesticides in production and transport, and an extraordinary 40% of fresh flowers never even make it to market due to the industry's pursuit of perfection. Faux flowers travel slowly because they don't perish, our shipping emits four times less carbon than air freight, and our arrangements last years rather than days. We also partner with PlasticBank® to offset plastic waste, and offer a flower returns programme where unwanted arrangements are recycled or donated in exchange for 20% off your next order.

Can you really not tell the difference? This is the question we get most often, and the answer based on what our customers tell us is no. Flowers that look too perfect actually look more artificial, so we deliberately work against that. We layer multiple materials, textures and techniques including polyester, latex and real-touch finishes to create the slight imperfections and variation you'd expect from nature. We work with fresh florists to ensure the design vision is authentic. Multiple customers have told us their guests assumed the arrangements were fresh.

What materials are the flowers made from? We use a range of premium materials including polyester, latex and real-touch synthetics, chosen specifically to mimic the feel and movement of different flower types. Faux foliage and flowers behave differently, so we select materials accordingly. What works beautifully for a full peony won't be right for a eucalyptus stem. Our sourcing team works directly with suppliers in Asia, and every sample goes through rigorous review for colour, texture and quality before it's approved.

How long do they last? Forever, with basic care. Our arrangements don't fade, wilt or shed. We recommend a light dust with a cool hairdryer every couple of weeks, or simply giving them a gentle shake. Kept this way, they'll look as good in five years as they do on day one.

How should I style them at home? The key to making forever flowers look completely real is movement. Gently bend the stems to create natural-looking curves because rigid, perfectly upright stems are what give faux arrangements away. For colour placement: deep, rich-toned bouquets look best in rooms with warm ambient lamplight such as dining rooms and sitting rooms. Light, creamy arrangements shine under natural daylight, so kitchens and bright hallways bring out their freshness best.

Which arrangement is right for my home? Our bestseller is The Everything, a rich, seasonless mix of colours, textures and stem types that has held the number one spot since we launched. If you prefer something more neutral, The Aida is a clean foliage arrangement with height and warmth that works beautifully as a base to add extra stems into. For a statement piece, The Abi or The Daphne in whites and creams are perennial favourites. If you're unsure, email us at hey@etthemlondon.com and we'll help you choose.

Do you offer bespoke arrangements? Yes. Our bespoke service covers everything from individual home arrangements to large-scale commercial and event florals. We've created bespoke work for the Royal Opera House, Mandarin Oriental, Kensington Palace, The Ritz, Angela Hartnett's restaurant Cicoria, and fashion and beauty brands including Net-a-Porter and Halfpenny London. Our starting point is always direction and colour, and from there we design something entirely unique. Contact elle@etthemlondon.com to discuss.

Do you do wedding flowers? Yes. Our wedding collection covers bouquets, buttonholes and floral installations, all available to purchase or hire. Every piece is designed to be kept as a keepsake, so your wedding flowers last as long as the memories. We launched the collection with bridal house Halfpenny London at the ICA. See the full wedding collection here.

Where are you stocked? Online at etthemlondon.com and in-store at Heal's, 196 Tottenham Court Road, London, the UK's leading premium homeware destination.

Do you ship internationally? Yes. We ship worldwide. International orders are shipped DDU (Delivered Duty Unpaid) so customers are responsible for any local duties or import taxes. We're currently expanding operations in Europe and the US to simplify this.