Made in Fulham
It never fails to surprise us what a talented bunch you Fulham folks are. Each month Urban Village Ldn introduces you to THe Fulham face behind an idea, product or business and asks them what they love about being a local resident. This month we talk to Florence Moore-Ceaton, OWNER of Florence Victoria Designs
How long have you called Fulham home? I haven't been in Fulham for a long time. I moved with my now wife in 2020 and of course with the lockdown restrictions haven't been able to enjoy Fulham to its fullest, however, we are making up for that now and enjoying exploring all that the area has to offer! I grew up in Surrey and then moved to Wimbledon before we came to Fulham, so we have enjoyed both sides of the river!
Tell us a bit about yourself / your family I have worked in healthcare since finishing University and returned to study a PgDip in Nursing a few years later but had health issues which resulted in me working on a self-employed basis in private healthcare whilst also developing my business Florence Victoria Designs & Decor. I thoroughly enjoy that I work in a client-facing role with my healthcare work whilst also working solo on all the behind-the-scenes elements of running a small business (with help from my wife and friends/family when we have a high demand of orders). This style of working gives me autonomy over my time and allows me to manage and balance my health, for which I am extremely grateful. I got married in September 2021 after some disruption to our wedding plans from Covid-19. We live near Bishop's Park with our pets and love being able to escape to the beautiful park for some open space and tranquility.
What’s your favourite local haunt and why? We really love to grab a coffee from The Local SW6 and then take a long walk along the river heading past Hammersmith bridge and onto Chiswick. There are so many great pubs to stop at for a drink and soak up the atmosphere. I love the blend of modern amenities, old pubs, old and new buildings, the ebb and flow of the river, and the wildlife from the wetlands in Barnes. Equally, we love to spend some time exploring parts of Fulham and the wider area that are a little more off the beaten path and it's always great to find a little independent store or restaurant that we didn't know existed!
What's your perfect Fulham day? My perfect Fulham day would include pottering around some of the independent shops in Parson's Green and Fulham Road with a coffee in hand. Then lunch along the river at one of the many great pubs or Sam's and then a walk. I would finish the day with a film or play at Riverside Studios.
What's the best meal you've had in Fulham? When we first moved to Fulham a friend recommended two places immediately. Pappa Ciccia who have a few restaurants in the area and a little Thai BYO restaurant on Munster Road. Getting a takeaway from Cafe 209 is now a regular occurrence. The food is great and it really is one of those local gems. As an alternative, we also love to visit some of the fine food shops of which there are an abundance in the area and have a lovely meal at home with friends.
Which local shop/service/business do you rely on? There are so many! We love to pop into The Local SW6 for a coffee and some of the fresh produce from Covent Garden Market. We also tend to walk to Putney for The Source zero-waste store with our jars and containers in hand! We also love anywhere we can get a vegan-friendly brunch from at the weekend and are always on the hunt to find new places. I enjoy searching on Instagram to find local stores and restaurants and support the local area.
If you could do one thing to improve Fulham what would it be? I drive out to Surrey/Kent/Essex and beyond for my work and spend a lot of time on Putney Bridge or the high street in gridlock. I realise I am a hypocrite for complaining about the traffic when I am a contributor to it, however, It just seems that some decisions have been made that have created such congestion and heavy traffic, especially after the closure of Hammersmith Bridge. There seem to be whispers at times of plans for the Bridge but funding still does not seem to have been secured so that we can have a functional bridge on a busy and vital route.
Tell us about Florence Victoria Designs and how it came to be Florence Victoria Designs grew out of a small business that a friend of mine started in 2014. I took over in 2016 and since then have grown the business to include an array of handmade items including accessories, home decor, gifts, baby and LGBT+. ! Most recently I have also begun to supply products from other small businesses to continue development and to support handmade, ethically sourced, local, women-owned and small-batch items. The demand for these person-centric, local and sustainable products grew exponentially during the pandemic but is has been great to see that people continue to have the enthusiasm to support local and small businesses.
What advice would you give people starting a new business? I have learnt so much along the way. It has really been an on the job crash course in managing everything involved with a small business including making the products, sourcing, balancing the books, communicating with customers and managing stock. That said, I wouldn't change it for the world as I have had to jump in and adapt quickly. My advice if someone is thinking about starting a new business would be to take the plunge. Of course, seek advice, join online communities and build a support network, but all the time that you aren't starting opportunities are being missed. I have learnt so much from online networking and connecting with other similar businesses. It is overwhelming at times and it feels like I am ten steps behind especially when it comes to engaging with 'socials' but it most definitely is a driving force to keep pushing forward.
What are you working on currently? I am currently working on some new products as well as streamlining some of the most popular designs so that I am able to provide quicker dispatch times for customers. With the warm weather approaching, I am working on decor for outdoor events. https://www.instagram.com/florencevictoriadesigns/
