briwns fashion Chelsea in Bloom

I’m thrilled to announce that I have been asked to return as a judge for Chelsea in Bloom for a second year, along with the Royal Horticultural Society’s Lesley Watson and Stephen Woodhams. This year’s theme is Creation in Colour – a journey through fashion, food and lifestyle.

Chelsea in Bloom  runs from Monday the 19th – Saturday 24th of May, in association with the RHS Chelsea Flower Show, and entrants confirmed so far include LK Bennett, COS, Tiffany, Kate Spade, Partridges, rag & bone (last year’s winner), Links of London and Liz Earle.

Rag & Bone Sloane Square Chelsea in Bloom

Judging the 2013 Chelsea in Bloom floral competition was one of my highlights of last year. Taking place around Sloane Square, Sloane Street, Duke of York Square and the surrounding environs, it’s wonderful to see all the floral installations spilling out onto the streets. In addition to admiring the flowers, there’s all sorts of fun going on: there will be free rickshaw tours of the Chelsea in Bloom entrants, as well as pop-up champagne and ice cream bars, and a number of floral themed in-store activities will also be taking place throughout the week, for both  adults and children.

Rag & Bone Sloane Square Chelsea in Bloom

Last year’s Chelsea in Bloom theme was 100 Years of Chelsea to match the centenary of the Chelsea Flower Show, so the stores had to each pick a decade to represent. The winner was the rag & bone store display,  conceived by rag & bone founder David Neville’s mother Gilly, and designed by florist Sarah Brooke.

Rag & Bone Sloane Square Chelsea in Bloom

We gave second and third prizes jointly, because the overall standard was so high, to Browns Fashion, conceived by By Appointment Only Design, and Brunello Cucinelli, next door to each other on Sloane Street.

bruno cuccinelli Chelsea in Bloom

Third prize went jointly to Space NK Apothecary,

space nk Chelsea in Bloom

and to Massimo Dutti (by florist Simon Lycett).

2013-05-21 10.58.30

The People’s Choice award went to LK Bennett, (designed by Grace & Thorn),

Chelsea in Bloom L K Bennett

and we awarded the Innovation Prize to Smythson, for this frankly brilliant Gladstone bag.

smythson Chelsea in Bloom

You can see a selection of the other entries on my post here.

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How do you choose? These all look blooming brilliant!


How lovely. Looking forward to a spot of shopping to take it all in. Enjoy x


What an honor for you! We have the Philadelphia Flower Show about a 2 hour ride from me and the shops decorate their windows too but not as lovely as this. Looks like a wonderful time and a great way to ring in Spring!!


Ahh that’s such an exciting prospect! We can’t wait for Chelsea in Bloom 🙂

Much love,

Etrala xo

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