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About Us

Our Story

Having completed a degree in fashion and then creating a design-led floristry and lifestyle business 15 years ago, I am naturally observant of the aesthetics in everything that I see. I’m particularly drawn to a natural colour palette, interesting textures and authentic simple design. It’s no wonder that I instantly fell in love with dried flowers. I excitedly introduced them to my customers not as an alternative to fresh flowers but as a strong design statement in their own right. They are a sustainable, permanent decoration that brings movement, sculpture and nature into your home that isn’t throwaway or ostentatious.

Dried flowers became so dominate in my product range that it felt natural to create a new business that specialised in them. This idea coincided with the timely meeting of James, a web designer, who instantly appreciated my enthusiasm for dried flowers. He was inspired to consider the idea of us partnering our complimentary skills to create “Good Roots”. James feels particularly passionate about the sustainability merits of dried flowers as well as being involved with a natural, beautiful product.

Whilst we have our own roles in the business (James website and marketing, and me product buying, design and photography) we both have a real affinity for each other’s expertise, often seeking each other’s opinion to achieve a stronger outcome. Managing every aspect of the business ourselves often in areas we have no formal training in such as photography and marketing can be challenging but very rewarding when we think we’ve got it right.


Our mutual love of music couldn’t help but sneak its way into the Good Roots vibe. Music, art, fashion and design are so closely linked, it had to be part of our Good Roots journey.

James is a life-long vinyl collector who has DJ’d intermittently most of his adult life. His love of house music as a teenager, developed into a much more sophisticated knowledge of rare 60’s soul, 70’s funk and vintage reggae as well as classics such as Bob Dylan and the Beatles, or course.

I on the other hand would describe myself as a lazy music lover, discovering sounds by chance. Building on my love of the beautiful ‘Bristol’ sound from Massive Attack, Tricky and Portishead. More recently Jazz instrumental bands such as Go Go Penguin and Portico Quartet, to the wonderful emotional intensity of Nick Cave. Check out for our playlist on Spotify.

Written by Jane about myself, James and Good Roots.

jane, founder, good roots

“Dried flowers have exploded onto the scene for good reason, not only do their aesthetics look relevant right now but they are a much more sustainable option due to their incredible longevity. Living a more sustainable life, the best we can, should be at the forefront of everyone’s mind right now and dried flowers fulfil that requirement beautifully”.