ashlee Jane the suffolk nest — Founder & Creative Director at The Suffolk Nest, Ashlee Jane

Elegant, aspirational and just blooming lovely, The Suffolk Nest is an instagram account where founder and florist Ashlee Jane shares her inspirational interiors and fabulous flower arranging tips with over half a million followers. In 2021 (mid pandemic and while raising a toddler and baby!), she turned her account into a very successful faux flower and home décor business and has since launched a beautiful book and won multiple awards. We caught up with her to find out how she did it, what’s next for The Suffolk Nest, all about her new house in the country and how she loves to spend her time in our fabulous counties.

Hi Ashlee, tell us a bit about how you set up The Suffolk Nest…

I studied Fashion Management at university, which I absolutely loved. I’ve always been passionate about fashion, putting together my own style, no matter the trend. That creativity was influenced by my mum, who was quite the trendsetter. Eventually, I found my way to ASOS, a great online fashion retailer, where I worked as a merchandiser. However, I missed the creative aspects as I was dealing with numbers predominantly.

So, I returned to Suffolk, worked with Cadbury’s for a while, and stumbled upon my love for floristry during a wreath-making course with friends. It just clicked for me. After that I began creating more floral arrangements, first for myself and then for friends and family. The response was incredibly positive, and before I knew it, I was taking orders, including one for a wedding. That’s when I realised this could be more than just a hobby. So, I taught myself everything I could about floristry, mostly through online resources, and eventually, The Suffolk Nest was born.

Discovering floristry was like finding a hidden part of myself. It’s all the creativity I’ve been craving.

What’s it like running a business while having a young family?

Hectic! It’s so much fun but it’s relentless and I am a workaholic – something that may not come across on IG or my socials – which is very much a conscious decision! At the end of the day, I want my page to be inspiring, spark interest, and be a place for people to relax and enjoy.

My daughters Orla and Florence are currently only 3 and 5 years old – so we’ve certainly been through some busy times. The Suffolk Nest was founded in January 2021 and it was incredibly difficult, from time management to doing everything for the first time… creating websites, sourcing products, photography, videography, finances, warehouse logistics – the list goes on. I had to wear so many hats, all at the same time, whilst bringing up my girls.

I remember my husband and I getting up at 2-3am several days a week, and then Chris would then start his other job for his 9-5. It was unsustainable but at the time you always fear the worst. Chris joining full time in November 2021 was by far the best decision we could have made, for the business, and our family.

With time being so valued, real sacrifices have to be made. We were in a fortunate position as we went straight into a full on, demanding business. There was no time to grow slowly and methodically. For those that own their own business, in those early days it is like having another baby! It needs constant attention – which is why most of my work was always done when the girls were asleep! It did make us very time efficient, but the sacrifices are real if you want to make it a true success and if your heart is really invested.

Those early years were 100% focussed on only family and work. No time for socialising, no time for meeting friends, no time for ‘luxuries’. It was very much long term goals for short term pain. I wouldn’t change a thing, but reflecting back now, I’m unsure if we could do it again!

What’s your favourite thing about being an Instagram sensation? And the worst?

I genuinely love IG. It’s such a great platform to create a community of like-minded people. I’ve never been one to chase followers or chase the algorithm. If anything, I would much rather quality over quantity – and that goes for the content I create for IG, but also for my most amazing followers. Again, I guess it’s focussed on the long-term goal vs the short term win.

I love launching my seasonal collections via IG. It’s become quite a big thing in recent years that’s organically evolved, whether it’s my seasonal wreath kits, or seasonal faux launches – they seem to be getting bigger each season. With more products means more photography and videography and it can take weeks to put together – and over 12 months to curate! I actually love being in control of what we do and put out there. Some things are planned and scheduled (from launches etc), whilst some things can be done on the spur of the moment – an idea we had in the morning and by the evening its posted and online. It really is my creative outlet and it’s never a chore.

I always post at around 8pm – not for any other reason other than I’ve just put my baby girls to bed, sat down on the sofa and it always works out to be around that time. I know some people can play around with the best time to ‘post’ etc, but if you can stay true to yourself and do what works for you – it’s often the best recipe – sadly it’s not the quickest and patience and discipline is key!

I’d say the “worst” part of IG is noticing we’ve been copied by members of the industry. It’s challenging, especially in creative industries where work is so visual and accessible. Nevertheless, I see it as testament to our brand’s appeal and influence. Albeit frustrating at times, it pushes us to be more innovative and ensures we’re always a few steps ahead. We strive to maintain a unique edge, constantly introducing fresh ideas and staying connected with our community.

What’s been your proudest moment so far?

flower arrangement from The Suffolk Nest

It’s a tough one to be honest. I do sometimes reflect and feel pleased with how far we’ve come, but on the other hand I feel I haven’t achieved anything – I have so many more plans and ambitions, and I know these will take time and resources. But, if you were to squeeze me for an answer, like any start-up business – getting our first warehouse and website will always be a massive step, it was such a fun and exciting time (though a little scary too!). Those will always be such fond memories and milestones for me.

You’re working with your husband now – how’s that going?

Chris has pretty much worked with me since the beginning. He’s literally been there every step of the way – it’s just he came officially on board in November 2021 (just 10 months into the business being founded). But, we were The Suffolk Nest years prior to this, and he still did all the filming of our tutorials, supported on our wreath workshops etc – so there’s very little about the business he doesn’t know.

We’re in a really fortunate position where we can travel the world, source products, create content and inspire people together. It’s also really good for me that “he gets it”. Surprisingly, we are very much aligned as well – very rarely do we have polar opposite views, whether its timing of launching products, product opinions or website upgrades. We bounce ideas off each so well, and sometimes our best work is done in the most unexpected circumstances.

On the flip side, we find it difficult to switch off. We can talk about work until the early hours of the morning, and first thing when we wake up. It can be relentless. Our girls very much help to stop this and we always try our hardest to not talk work when we are with them!

What inspired you to write your book House of Flowers and what can readers expect to find within the pages?

When I first started sharing my floral arrangements and interior design posts on Instagram, I could never have imagined that those posts would one day inspire a book. Each week, I go live on IG and demonstrate different flower design tutorials to our community on my Instagram platform, every Friday at 8pm.

Three years ago, after watching my tutorials for a while, an editor reached out to ask if I’d be interested in creating a floral project book – a physical representation of my Instagram that people could keep and refer to throughout the year. I had so many ideas, but I was certain that any book I created should reflect my commitment to making floristry accessible to all.

The concept was a book that would showcase floral arrangements for every season. I wanted to shoot the photography at home to ensure that the pictures resonated with our community and people would be encouraged to recreate the projects in their own spaces. There are 30 different projects featured in all, several of which are small, accessible designs such as place settings, bud vase table designs, hand-tied bouquets, seasonal wreaths, and planters. I’ve also included one larger project per season, such as garlands and fireplace designs using different types of flowers, to help readers develop their skills.

The book is a comprehensive guide for anyone looking to start creating with flowers, as well as experienced florists in need of a new challenge. I’ve included pieces of my floristry knowledge on every page, alongside a guide to where you can source your flowers, the best tools to use, and the sustainable mechanics to include. There’s also a detailed flower directory featuring all my favourite flowers and the seasons when they look their best.

What inspires your floristry style?

ashlee Jane founder of The Suffolk Nest arranging a tablescape

Getting outdoors and into nature is my way of reconnecting and refuelling my creative energy. It’s about finding that equilibrium between driving the business forward and nurturing my own well-being to sustain that momentum. Of course, this is not always possible, so I do enjoy other outlets from Pinterest to Instagram.

Regarding my floral style, I guess it’s slightly wild and whimsical. I tend to have large arrangements/wreaths with height, texture and interest. I’m not too worried about being perfectly neat and tight – I just love to replicate what nature is and it’s rarely perfectly formed.

You’re creating your dream bouquet – what’s going in it?

Oh gosh, tough one! It depends on what season and for what occasion. But, let’s say we are in spring and I’m wanting to make a really beautiful and easy vase arrangement for my kitchen island or hall entrance. I would have to choose soft blush pinks and whites with:

Hanoi Ranunculus (dreamy soft pink with large ruffled blooms)
Scabiousa French Vanilla Scoop (softest pale pink flower)
Spirea (tiny delicate white blossom branches)
White & Pink Lilacs (beautiful texture and fragrance)
Double white tulips

What do you love about faux flowers and arrangements and why should people consider them over fresh in some cases?

I love fresh flowers. I enjoy the fleeting nature and watching them change throughout the days in shape and colour.

But, faux flowers are also incredible and very much have their place. They last forever and are so much more versatile with the ability to constantly swap, change and manipulate. They need almost zero maintenance, and a lot of people see this as a worthy investment rather than constantly purchasing fresh flowers.

The carbon footprint is also a massive differentiator, as well as being pet friendly and allergen free. The quality of faux flowers I put in my collections are as good as the real thing. Hand painted, handmade, hand curled and some are even real touch – I can see why people often choose faux over fresh.

Yes, we’ve moved house and we’re very settled! We reached out for help from an interior designer, which is very exciting. They’re really helping us to design some of the rooms. It’s a little tricky because it needs to be practical for us as a family as well as work as a backdrop for photography – almost like a shoot location. I will certainly be sharing this journey after all, The Suffolk Nest started as a home renovation account documenting the build and design. We’re just in the planning stages at the moment so taking some time – but hopefully we’ll be able to share things soon. Watch this space!

Any other exciting projects in the pipeline for The Suffolk Nest this year?

We’re constantly evolving. Expanding our product range, reaching international markets, and deepening our brand’s narrative. And importantly, continuing to engage and grow with our community. It’s about more than just selling products; it’s about inspiring creativity, sharing knowledge through our tutorials, and fostering a genuine connection with our audience. The journey is ongoing, and I’m excited to see where it leads.

Ashlee Jane’s favourite local places…

Where do you go for fresh air and nature?

Suffolk is a great place. We’re so fortunate to be able to commute to London in an hour, have the coastal walks and beaches of places like Southwold, Felixstowe and Aldeburgh just a short drive away, as well as the incredible Rendlesham Forest and Suffolk villages/ towns (I actually name some of my vases after!) like Lavenham, Orford, Bildeston, Framlingham, Beccles. I’m currently enjoying just walking out my front door and walking across the fields of Suffolk and exploring local villages.

Where do you go for retail therapy?

In Bury St Edmunds I head to Javelin and in Cambridge I love Free people, Whistles, Reiss & Zara.

Where do you eat out?

As a family we like Milsoms Kesgrave Hall. Good food, good seats and big open space for the girls to run riot! We also like Suffolk Food Hall for a coffee/cake and wander, as well as the Freston Boot for more traditional pub food. Date night is often Kwan Thai in Ipswich or the Marquis in Layham.

Favourite places to take your girls?

The local duck pond! Also Helmingham Hall (both the summer gardens and Christmas lights), Easton Farm Park, Banham Zoo, Southwold Beach, Walberswick for crabbing, Woodbridge for walks along the river bank and Felixstowe beach.

thesuffolknest.com

Muddy meets: Ashlee Jane of The Suffolk Nest

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