Behind the scenes
The name ‘Erica Berry’ has become synonymous in Yorkshire with fabulous floristry. The boutique shop in Ilkley, which has been open since December 2014, offers the finest quality blooms from classic favourites to more unusual, carefully-selected flowers.
Erica has worked in floristry all of her life and has been awarded five Chelsea Flower Show medals, including a gold. She has also represented the North-East region at national competition level.
It was Erica’s flair for the continental style that caught Petra Schouten’s eye and she took over the business in December 2019. This has enabled Erica, in her position of senior florist, to focus her attention on the design and creation of her stunning products.
Our emphasis is on individual and creative designs.
Dutch-born Petra grew up within Holland’s trailblazing floristry industry and as a very young child often accompanied her father to flower auctions. Her first job at 13 was in an Amsterdam flower shop and by the time she was 19 she had received a full floristry education.
Petra began working in export when she was 21 and put her floristry knowledge into creating and developing products, as well as advising customers on what to range. She relocated to the UK in 1999 after falling in love with the country during a business trip.
Petra had a very successful corporate career as a buyer at Tesco, Co-op and Morrison’s with her natural sense of style and gift of knowing what customers wanted, but after a decade she began to feel detached from her original passions – horticulture and floristry.
Petra’s corporate background and close relationship with growers around the world has given her invaluable and in-depth knowledge of the industry. She continues to think globally and is scaling this down to grow the business.
Together, Petra and Erica are a powerhouse of knowledge, creativity and innovation, which will ensure Erica Berry Flowers continues to blossom and thrive in the future.