MAYFIELD MUSE // KATE CUMMING of FLORUM
Name: Kate Cumming
Label: Florum
Year founded: 2016
(Kate wears the Zoe Kratzmann Fuse Jacket)
What inspired you to create your business?
Flowers bring joy to people's lives. I get so much pleasure from working with them and sharing that joy.
Describe your brand in three words…
Fresh, pretty, timeless.
Favourite flower?
Hydrangea, they are pretty and sculptural at the same time.
Who’s your style icon?
I always learn something from Amy Smilovic (the founder of Tibi), she gives great styling advice on her instagram (@amysmilovic).
What's on your wish list?
The La Tribe Simone knee high boots from Mayfield.
First big fashion splurge you ever made?
A Mulberry handbag circa 2011. Influenced by Alexa Chung!
(Kate wears the Elka Collective Emiliano Coat Elka Collective Montilla Knit in White Marle & Friends with Frank Greta Chino Pants in Chocolate)
Best piece of advice you’ve ever received?
Trust your instincts.
Morning beverage of choice?
A long black coffee as soon as I wake up, and then an almond chai latte after school drop off.
Something you’ve read/watched/listened to that has inspired you lately?
I’m currently reading The Vanity Fair Diaries, by Tina Brown. Hearing about her career and time as the editor of Vanity Fair, is both inspiring and fascinating.
Favourite colour (or fave colour right now) and why do you love it?
I always gravitate towards blue, I find it so calming.
Any holidays booked?
The annual pilgrimage to Noosa in September, with my husband and children. I always come back so refreshed.
What’s next in the world of Florum?
I’m looking forward to Mother’s Day, and then wedding season later in the year.
(Kate wears the Friends with Frank Cleo Top in Burgandy)
How do you juggle motherhood and running a business?
It’s hard! I’m lucky to have some great support, but there are lots of late nights and early mornings involved.
Top tips for at home DIY floral styling?
Trim your flowers so they are either two thirds or one third taller than the vase.
(Kate wears the Elka Collective Montilla Knit in White Marle, Friends with Frank Greta Chino Pants in Chocolate, Elka Collective Emiliano Coat & Palarosa Basket in Rose)