Marfa Muse

hazel gardiner

We are thrilled to introduce our latest Marfa Muse, floral designer Hazel Gardiner.

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Tell us about your background and talk us through your career journey so far.

My career is an unexpected and multifaceted journey. After studying Fashion Promotion, specialising in Journalism, at the London College of Fashion, I began my first career in live music TV production, working with internationally renowned music artists.

In 2007, life took an unexpected turn when I was diagnosed with a rare form of cancer. Thankfully, just before this happened, I had moved into my first flat in Walthamstow, which had a small but perfectly formed urban garden. During my long treatment and recovery, I discovered the therapeutic power of the soil and the grounding force of the reliable seasons. This newfound connection with nature became a pivotal part of my recovery and inspired a profound love for the outdoors and gardening.

Determined to overcome any fear or apprehension in my life choices, I launched a vintage retail and events business in 2008 after regaining my health. I ran the business for many years, but with the rise of online marketplaces and the challenges of sourcing my previously untapped market of 1980s and 1990s vintage, I decided to wind it down.

In 2016, after training professionally in floristry, I combined my passion for the earth and design to establish my eponymous studio. Since then, my studio has flourished, recognised for our signature theatrical and textural style as well as our sustainable approach to floral design. We are proud to have worked with prestigious, globally renowned clients while advocating for inclusivity, education, and the mental health benefits of horticulture. From achieving RHS Chelsea Gold to now being a TV broadcaster and writer on topics spanning gardens and floral design this career has been both challenging and rewarding, blending my love for natural beauty with creative expression.

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Hazel’s career began in the dynamic world of TV production and artist talent management, where she applied her passion for storytelling and visual arts. However, a life-altering cancer diagnosis in 2007 shifted her perspective and inspired a deeper connection to the natural world.

In 2016, Hazel retrained as a florist, combining her lifelong love of horticulture and the therapeutic power of nature with her flair for immersive design. Her namesake studio, Hazel Gardiner Design, has since become renowned for its theatrical, sustainable floral creations and Hazel herself has become a respected voice in the horticulture community, serving as a mentor, writer, broadcaster, and thought leader.

We were delighted to collaborate with Hazel for an intimate festive wreath-making masterclass at our Ledbury Road store this month. The event featured surplus Marfa Stance fabrics, transformed into bespoke festive floral designs that celebrated our shared commitment to sustainability and craftsmanship.

What led you to launch your London floral studio, Hazel Gardiner Design?

The studio was born out of a deep passion for the natural world and a desire to create something extraordinary using the gifts of the planet. My mother was a truly gifted gardener with a deep understanding of colour and garden design. Visiting gardens, watching her map out borders, or enjoying Gardeners' World were standard practices in our household. My father, a renowned academic, also had a zest for all creative disciplines—from architecture to conceptual art—and greatly influenced how I view and interpret the world.

After my cancer diagnosis, tending to plants became a source of healing and inspiration. I realised the transformative power of flowers and foliage in elevating spaces and uplifting spirits. This revelation led me to create a business that could bring joy, innovation, and beauty to others. I was particularly drawn to collaborations with industries I loved, such as fashion, interiors, skincare, and fragrance. This is why we operate as a creative design studio rather than as a bricks-and-mortar floral shop.

Our studio merges naturalism with exuberance, blending fresh, dried, and even edible materials. Sustainability is at the heart of everything we do. Our work spans events, set design, and creative projects, from intimate to large-scale. It’s been a journey of merging art with nature, driven by the belief that floral artistry can tell powerful stories and foster meaningful connections.

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Talk us through the creative concept for the Marfa Stance festive wreath masterclass you hosted for us in-store.

The masterclass celebrated individuality and craftsmanship, perfectly aligning with Marfa Stance’s ethos of modularity and self-expression. We aimed to empower participants to craft wreaths reflecting their personal style by using a mix of textures and materials. These included fresh greenery, dried elements, and unconventional accents.

To make the event unique, we introduced custom elements, such as bows crafted from remnants of fabric sourced from the Marfa Stance factory. These sustainable, bespoke touches beautifully merged our visual worlds while underscoring our shared commitment to protecting the planet and reducing waste.

It was also essential to champion British-grown varieties in line with our studio’s dedication to supporting local growers, much like Marfa Stance’s focus on overproduction in fashion.

The festive season is about creating warmth, joy, and connection. I designed the experience to feel enriching and effervescent in mood. Each participant left with a bespoke wreath embodying both timeless elegance and the innovative spirit that defines Marfa Stance—hopefully, they also left uplifted and inspired.

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What advice do you have for fellow female entrepreneurs?

Many of us start by "faking it to make it," but the goal is to cultivate genuine self-belief. When you truly trust in your talents and worth, it helps counteract the negative biases we often face. Celebrate even your smallest achievements, as these wins keep you buoyed in difficult moments.

Navigating the challenges of running a business requires resilience. Surround yourself with a network of supportive individuals, including friends, family, and vitally, likeminded people in the same industry. Never be afraid to talk about your failures; navigating challenges is where the most profound growth happens.

Balance is also essential. Creativity thrives when you prioritise your well-being. Finally, never underestimate the power of your story. Your authenticity and passion will set you apart, resonating deeply with your audience.

What are you most proud of?

Without a doubt, I am most proud of the connections I have made throughout my journey. From mentoring aspiring florists and teaching to working with charitable initiatives and serving as a Trustee of the Garden Museum, each opportunity to pass on skills and create meaningful change has been deeply fulfilling.

Achieving RHS Chelsea Gold this year was a milestone, but the real pride lies in seeing how our designs inspire joy and elevate underrepresented voices in the industry. Collaborating with incredible clients, mentoring talent, and increasing diversity within the sector have been the most rewarding aspects of my career.

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How did you discover Marfa Stance?

I discovered Marfa Stance through my brilliant writer and author friend Alice Vincent. When I first saw her quilted jacket, I was captivated by the seamless blend of utility and design—it felt like a revelation for outdoor wear.

Founder Georgia and I share a mutual appreciation for timeless design and innovation. Their modular concepts resonate with my creative sensibilities and aligns with the practicality I value in my wardrobe. As someone who wears many different hats, I need my clothing to be as versatile as my roles. Marfa Stance’s pieces feel like an extension of my work—combining functionality with beauty and always offering a fresh perspective.

How do you style your Marfa Stance, and what is your favourite combination?

I love pairing my pieces with tonal layers and bold accessories that reflect my personality. My favourite combination is their Down Cropped Aviator Jacket paired with a classic pair of jeans—it’s versatile, warm, and effortlessly chic. Whether filming outdoors, unwinding in nature, or heading out for dinner, it’s the perfect companion for both work and leisure.

M U S E

MUSE celebrates creativity, individuality, and a like minded vision for responsible design and entrepreneurship.

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