Fifty years after joining Pulbrook & Gould (P&G) in 1976, Sonja Waites has fulfilled a long-term ambition and written a book about the company that was for several decades synonymous with Britain's finest floral design. From society weddings and country house celebrations to royal commissions and London events, the company built a reputation for craftsmanship, creativity and an unrivalled knowledge of flowers. We spoke to Sonja, a Market regular for half a century about her passionate, yet poignant trip down memory lane

The Amazing Lady P, named to honour Susan, Lady Pulbrook, is published today and depicts an everchanging floral industry landscape, with Covent Gardens old and New at its heart. The delightful book features incredible photographs of high-society events serviced by Pulbrook & Gould over several decades, alongside a history that frames a period many would see as the halcyon days of floristry.

It also includes profiles and recollections of members of the P&G team including the recently departed Ken Turner and Sharon Melehi, and others familiar to this parish such as Tracy Gorton, Simon Lycett and Shane Connolly, who provides a thoughtful and thought-provoking foreword.

The Market and its evolution runs parallel to the P&G story in Sonja’s words, reflecting the florist’s undying commitment that P&G showed to the traders here and the ever-changing shape of the industry. Flower and plant traders including Dave Gibbs, Barry Bethell, John Hardcastle and Bob Cooley all share their thoughts on both the old Market and New Covent Garden and expand on how the trade has changed for them and their customers.

The theme of the Market reflects the undying commitment that P&G showed to the traders here and the ever-changing shape of the industry. Flower and plant traders including Dave Gibbs, Barry Bethell, John Hardcastle, Bob Cooley all share their thoughts on both the old Market and New Covent Garden and expand on how the trade has changed for them and their customers.

When Sonja returned from six years living in Italy and joined P&G, the 20-year-old company was already a respected name in British floristry. Founded by her sister in law Lady P and Rosamond Gould, the business combined entrepreneurial flair with exceptional floristry expertise. At the time, British-grown flowers still formed the backbone of the trade. P&G sourced flowers, foliage and shrubs not only from the then literally new New Covent Garden Flower Market but also from an extraordinary network of private estates, country gardens and specialist growers across the country.

What set the company apart was its unparallelled understanding of plants and flowers. Many members of the team came from gardening backgrounds, bringing an appreciation of seasonality, cultivation and flower conditioning that became a hallmark of the business.

But whatever the source of the flowers, the daily buying routine at the Market remained central to operations. The flower industry underwent a dramatic transformation during the 1970s. During a global oil crisis, many British growers struggled vainly to cope with soaring heating costs. Many dropped out of the industry altogether and to fill the supply gaps that opened up, increasing volumes of product began arriving from the Netherlands, offering wholesalers and florists the year-round availability they required to meet demand.

By the turn of the century, buying direct from Dutch suppliers had become a more plausible proposition. However, true to its roots and its principles, P&G chose a different path. Despite witnessing the arrival of the first Dutch lorries loaded with flowers ready for immediate sale, the company remained committed to purchasing through New Covent Garden Flower Market.

The decision showed loyalty, trust and a belief in the value of the Market community and the quality of the product and the service available at the Market. As Sonja recalls, if something went wrong there was always someone at the Market prepared to help. The traders understood their customers' requirements, could source difficult products and provided a level of personal service that direct imports on the back of a lorry could never replicate.

Throughout the book, Sonja and her selected commentators illustrate beautifully is how different the flower trade once was. Seasonality defined the industry. Private growers delivered unique flowers and foliage from some of Britain's most beautiful gardens. Florists were expected to understand not only design, but also plant husbandry and flower care. Expertise was passed down through experience, and early mornings at the Market were an essential part of the job as those personal relationships shaped the trade.

As New Covent Garden Flower Market prepares for its future home within the redeveloped Market estate, Sonja’s book serves as both a celebration and a record. Many of the people who helped build both P&G and the industry in which it thrived have now retired, while many more are sadly no longer with us. Their stories, knowledge and experiences form an important part of this Market's heritage.

The story of Pulbrook & Gould is ultimately a story about people: growers, florists, traders and customers brought together by flowers. It is a special story we’re sure a lot of readers would like to be reminded of.

The Amazing Lady P – The inspiring story of Pulbrook & Gould and their English-grown flowers, by Sonja Waites, will be published on September 29^th and will be available from major booksellers and online retailers. Priced at £30, it can also be purchased by scanning this QR code