“All my inspiration comes from the world of fashion, and when I tell people that they usually see where my ideas come from,” says Brattlöf, founder of Garden Glory. Indeed, the website looks more like a Gucci advert in a glossy magazine than the online shop for horticulture fans. “I might be a bit mad, but the ideas always just come to me. I might be sitting reading a book and suddenly I just see it: the idea for the lion pot or the letterbox that looks like a Chanel bag,” she explains. “But this in itself has opened a lot of doors, including to boutiques that would never have considered stocking a garden hose before; we’ve been very specific about stockists and daring to say no when it wasn’t right.”

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