New Swanage florist to blossom in 2024 opening 

SWANAGE will finally have a flower shop, with a new outlet opening on the high street in Spring 2024. 

Selina Kerley, who grew up in the town but trained at a high-end London florist, has returned with bunches of experience. 

“I initially studied illustration in the pursuit of a career in the arts,” she said. “But I ended up working in marketing. 

“I loved it, but was missing that creative part of me.”

She enrolled at Capel Manor, an environmental college in London, graduating with a Diploma of Higher Education in floristry in 2018.  

To support herself during her studies, the 35-year-old worked in the marketing department at luxury flower supplier McQueens, where she was later able to gain hands-on experience purveying petals. 

Swanage's Selina Kerley setting a floral display

Swanage’s Selina Kerley setting a floral display

With a successful career in the capital starting to blossom, work wilted when the Covid-19 Pandemic hit. 

“I was doing weddings and events but the business hit a standstill – we did lots of international work,” she said. 

“Fortunately, both me and my partner were able to work from home, but I realised how much I was missing nature, the [Purbeck] area, and my family.”

So, with her Londoner partner in tow, she packed up and returned to Swanage. 

“It’s so lovely to be back, he’s completely fallen in love with it here,” Selina said.

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Using her expertise, she has has been offering marketing support and consultation to others in the industry, ensuring their online branding matches their stylish shop fronts, as well as freelancing flowers for weddings and events. 

Selina Kerley outside her shop on Swanage High Street

Selina Kerley outside her shop on Swanage High Street

But now she’s secured a premises, it’s time to go all in on the shop. 

“It’s sad to have to stop helping others, but it’s nice to continue doing it for myself,” she added.

“I felt really nervous to announce the shop’s opening, but the response was incredible. It makes you feel even more excited.

“There’s lots of work to do – damp proofing the flooring, electric, plumbing, lots of admin tasks – but I’m trying to do it myself.” 

Located on the high street where 4Matt Framers used to be, Selina’s floral shop will open in time for Mother’s Day 2024.

One Comment

  1. Cheryl peach Reply

    Good luck Selina, you will be amazing. Swanage needs a good florist for sure. I wish you all the best. Regards Cheryl

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