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About Us

Sarah HITC

Hiding in the City was started by Sarah Loughrey-Jennings in 2013. After a career change she started working at the bottom, gaining experience from some of the top London florists. After gaining a wealth of inspiration, Sarah created HITC to answer a demand for alternative, unstructured yet beautiful flowers for weddings and events.

Today, Hiding in the City Flowers celebrates nature in a bespoke fashion. We are in awe of what nature produces across every point of the season. There is always a new colour or variety of flower or plant to incorporate into an endless variety of designs. Our flower arrangements and installations are anything but ordinary, and most of all, we love what we do!


in sarah’s words

“Although I started small, Hiding in the City Flowers has grown to the point where I work for big brands and productions. And I no longer work by myself but get to employ some amazing florists who share the same vision, passion and naturalistic floral aesthetic, whether it be statement tropical palm installations or beautiful asymmetric British seasonal bouquets.

Hiding in the City Flowers does not have a ‘physical’ shop, so we don’t get bogged down in managing stock. Instead we concentrate fully on designing wedding flowers and event flowers. Alongside our clients, that’s our main focus. Keeping up with floral and drawing inspiration from interior and fashion trends is all part of the fun – we have a blog where you can find out more..."

HITC Founder | Sarah Loughrey-Jennings