Ruth Lindfield’s penchant for florals came about at a young age. After studying Spatial Design in her teens, Lindfield quickly developed a name for herself within the florist industry where she specialised in weddings and events. Years later, after taking a hiatus from flowers to pursue a five-year nursing career, she came back to her roots and launched her eponymous floral brand, Ruth Fiona Floral (RFF).
Since then, she has gone on to become one of the most sought-after florists in Auckland – including styling floral arrangements for FQ’s Summer Sleepover! We sat down with Lindfield to discuss what inspires her, the team behind RFF, and what we can expect to see from the brand moving forward.
Ruth Fiona. Captured by @rubyjayne
Tell us about your career to date?
I started my creative pursuits when I was 19, and studied Spatial Design. From there, flowers quickly became a part of my life and I rather quickly established myself in the wedding and event industry by the time I was 23 years old.
At 25, I decided to turn my creative life upside down and studied Nursing, and became a Pediatric Emergency Nurse at Starship Hospital. After 5 years of ED nursing, RFF was born and here I am. A full-time creative, and I absolutely love it!
What’s your earliest memory of working with flowers?
Picking foxgloves with my Nana in her beautiful flower garden. My Nana is an amazing flower grower, and apparently it runs deep in the family tree, which is funny because I also grow flowers and this always reminds me of her.
How did your floral studio come about?
From the great support of my partner, Jackson and his parents, Janet and Dennis. Their support has been immeasurable and I feel eternally grateful. My studio is actually Janet’s parents’ family home, and is filled with so many memories, so it is a very sentimental space to work in.
What did you seek to do differently?
My aim for RFF has always been to grow into a unique and art-driven brand. Where flowers meet sculptural art, in a romantic yet dramatic way. I like to push creative boundaries, so you will often find me drafting up new concept designs for our RFF couples to ensure their special day is truly signature to them.
How would you describe your aesthetic?
Our style is best described as sculptural and contemporary with an ethereal twist. Our ideal client to work with are clients who value flowers and our unique style, allowing for full creative freedom.
Can you tell us about any particular briefs that you specifically enjoyed creating?
I actually enjoy all of our briefs so much. However, we did have a wedding this season that was just an overall lovely experience. We had the pleasure of working with a lovely LA-based couple who wed in a private location in Tamahere. Lauren and Dan trusted us immensely and allowed us to have full creative freedom, which resulted in pure magic.
Captured by: @stephenandnakita
What do you do when you hit a creative block? Where do you look for inspiration?
Oh, for me, when I’m hitting a creative block I really do just need to step away. Go for a walk in nature and just reset my mind. My creative freedom really does come from within so it’s vital that I feel centred before creating comprehensive briefs. I am constantly looking for new inspiration but my current floral muses are: Flowers by Molly Ford, Fritillerie, Muck Floral, and Cecilia Fox – to name a few. I also love Lb. Styling, who are based in Sydney.
Which flowers or colours are you gravitating towards currently?
Currently I am obsessed with moody colour palettes: burgundy, plum and dark reds. These colours make for such a sexy overall look. My flower pick of the season has to be Amaranthus, especially the Mira. I love this variety, and its unique form. It’s sexy as hell.
You were a key part in our FQ Summer Sleepover in 2022. Tell us about that experience.
Yes we were, we had so much fun styling this event. Our brief was to style the launch of FQ’s new summer cover, so we opted for a summery colour palette of pinks, blues and lilac tones. This launch party was located at Hotel Britomart, and we did a super cute table cascade of roses, bearded iris and other pretty seasonal blooms.
Do you work alone or do you lean on other creatives in your studio?
I love to work collaboratively so have spent the time building a very strong creative team of women. Being able to work with other creatives in this industry is very important to me as the director, as their input on briefs is very important and very much listened to.
Being surrounded by creative women is a powerful and empowering work dynamic to say the least, their individual creative flare has its own story which I respect immensely. My studio is a place of openness, respect, and above all sass! Hopefully one day, I will attract creative men to my team, as working in a dynamic environment is very important to me.
Do you keep arrangements in your own home? If so, what do they typically comprise of?
I do, and they are always comprised of what I am growing in my garden. At the moment I have an abundance of limelight hydrangeas and dahlias.
What do you hope to achieve this year both professionally and personally?
For RFF this year I would love to see us take on some exciting briefs overseas. It has always been my dream to travel as a brand and continue to grow alongside other inspirational creatives abroad.
On a personal note; I would love to see more travel plans for Jackson and I. So far we have Bali booked for August. Yay!
Captured by: @sapphirestudios
Quick fire Questions:
The best book I’ve read recently… Prince Harry’s new book – still processing!
My favourite place to dine… Bar Celeste, always a fav of mine.
The best coffee spot near me… Hare and Turtle. Their coffee and sandwiches are to die for!
The item at the top of my wish list… Saks Potts jacket for winter. Manifesting!
The three beauty products I can’t live without… Oh, this is tricky, but my holy grails are: Glossier Boy Brow, Doctor Dennis Gross LED mask, and my Kiehls Retinol serum.
This season I’m splurging on…Vases. I am obsessed with fun and artistic vessels and currently have a whole new collection in production.
Best current season fashion purchase… My Gucci perforated G sandal. I am obsessed!
If you weren’t working with flowers, what would you be doing? This is tricky, but I think I would lean into cosmetic medicine. Botox and flowers, wouldn’t this be a treat?
