Meet the owners

Meet Julia

Innovative, eclectic and fabulous with flowers, Julia Zimmerman and her talented team at What The Fleur exude positivity. Velvet’s Louise Cummings enjoys an uplifting visit to WTF’s cheerful Cambridge HQ

When did you discover your passion for flowers?

I’ve always been really creative and I loved art at school, then when I was 15 years old, I did work experience at my village florists in Mildenhall. I absolutely loved all the interesting colours and the different types of flowers, and so continued working there at weekends and in school holidays.

Where did you train?

When I left university I did an apprenticeship at the florist in Mildenhall, so learnt the belts and braces there, before moving to a great florist called Tudor Rose in Bury St Edmunds. One of the jobs I loved the most was working for a luxury wedding florist in The Algarve; we had a lot of footballer’s weddings with the likes of Rio Ferdinand and Wayne Rooney in attendance! I also worked at The Flower House, located
in my current premises, on and off for many years, between stints travelling, and managed the florist for about three years.

When did you launch your own florist?

I opened my first shop in Fornham All Saints, just outside Bury St Edmunds, in October 2019, but then we locked down in March 2020 so that was tricky. Thankfully I managed to continue working, doing doorstep flower deliveries, which were really popular.

You’ve always dreamed of having your own florist in Cambridge and opened What The Fleur in August 2022. What inspired the unique name?

I wanted a name that was distinctive and I admit I do have a penchant for swearing, so I thought What The Fleur sounded quirky. I’ve since ended up getting it trademarked because people tell me it’s so memorable.

We love your fun branding, from the twinkly fairy lights and bike in the window, to the shop’s bright pink and orange walls…

Yes, I wanted the shop to be colourful and inviting and reflect my fun personality. I also purposefully chose branding experts known for being edgy and authentic, who have worked with great indies including Steak & Honour and The Tivoli.

What influences your flower designs?

I don’t like flower snobbery, so I use amazing flowers which others might dismiss, such as gerberas, but I go for interesting variations. I personally like pops of colour and clashing colours though customers always get a choice because on our website we offer three colour palettes; Soft and Muted, Bright and Bold or Surprise Me.

Tell us about the services you specialise in?

We do weddings, funerals and events, and we are open Monday to Saturday for fresh flower deliveries. For city centre orders we use Zedify cycle couriers. We also run workshops, both in the shop and at Cambridge Museum, and sell What The Fleur bright branded aprons, hats and tote bags, which are really popular, as well as funky plants and cute pots.

Where do you source your flowers?

I use two Dutch wholesalers, who are brilliant, and I get my locally-grown flowers from a lady who has an allotment in Willingham. She grows gorgeous dahlias, cosmos, sweet peas, foxgloves, anything English, which usually start blooming from the end of April. I go to the allotment and pick them all, which is lovely!

How would you describe What The Fleur to a newcomer?

It’s not your average florists; if you come in to What The Fleur, you’re going to walk away with a bouquet that is unique, even down to the vibrant green or bright pink stickers we attach to our flower wrapping. We are fun, funky and all the girls that work here are super friendly and welcoming, so come in and have a chat!

What The Fleur is at 23 Magdalene Street, Cambridge, CB3 0AF whatthefleur.co.uk