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London's Favourite Florists On Where To Shop Small This Christmas

The Sage Flowers founders share their top independent stores and why they Shop Small with AMEX

By Rhea Cartwright

3 December 2021

ith Mariah Carey and Michael Bublé steadily defrosting as we speak, the countdown to Christmas is firmly here. With the hopeful view of some much-needed time off around the corner, nothing quite induces panic more than being innocently asked, “Have you done your Christmas shopping yet?”

If like us, you’re swamped with the final Q4 push, help is on the horizon thanks to AMEX and its annual Shop Small campaign, which encourages the nation to support small businesses by shopping at independent businesses both at Christmas and beyond. This year, they’ve worked with some of our favourite London-based female entrepreneurs and tastemakers to find out which local haunts they head to when they want to celebrate.

For Iona Mathieson, one half of the duo behind Sage Flowers, the Peckham-based florist loved by everyone from Rihanna to Richard Quinn, shopping small is synonymous with supporting community.

“When we started SAGE flowers, we found a network of incredible businesses and wholesalers who have since become the backbone of our business. Shopping small and supporting independent merchants is super-important, not only to the health of our community but also to the general wellness of our industry.”

Below, discover six of Iona's favourite independent businesses:

Forza Wine The Rooftop, 133A Rye Ln London SE15 4BQ

"Forza Wine is a rooftop bar run by our brilliant mates. They serve lots of super-delicious small plates, perfect for eating whilst trying out their natural wine list."

Wrap up warm for a natural wine on Forza's rooftop and enjoy stunning views over London.

GOODHOOD, 151 Curtain Rd London EC2A 3QE

"You can always pick up something from GOODHOOD - a candle, a cute bit of homeware or amazing clothes!"


The Camberwell Arms, 65 Camberwell Church St London SE5 8TR

"We love The Camberwell Arms for modern takes on traditional pub food and the best wines."

The Camberwell Arms is the perfect place for a Sunday roast.

Healthmatters, 47 Lordship Ln, London SE22 8EP

"Healthmatters is the best health food store, full of natural products and tonnes of vitamins, great for stocking the cupboards!"

Supplement season is here and Healthmatters has them all.

Shaun’s DIY, 21 Grove Vale London SE22 8EQ

"We always need bits and bobs for installations for clients and events, and this super-cute and independent DIY shop holds (honestly) everything you could ever need."

In the mood for some DIY? Head to Shaun's!

The Short Stack

For AMEX and Iona Mathieson, supporting independent businesses is for life not just for Christmas.

By Rhea Cartwright

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