In celebration of International Women’s Day, we have asked our eight most inspirational floral friends to share their most important life lessons with us.

On International Women’s Day, there are few people that deserve to be recognized more than Chrissie Rucker, OBE, who is best known as the British businesswoman who founded The White Company. When not growing her global empire, some of Chrissie’s most meaningful work has been done supporting and lifting other women. As the Founding Patron of The #ChangeAGirlsLife Campaign for Women Supporting Women at The Prince’s Trust, #ChangeAGirlsLife - encourages and unites brands and individuals to raise money to support women and give every young woman a fair chance in life. We are honoured to sit down with entrepreneur extraordinaire, flower-friend and mentor to FLOWERBX founder Whitney, and one of the most extraordinary women we know to hear about her challenges, triumphs, learnings, and why it’s important to support other women.
Chrissie Rucker, OBE

Chrissie Rucker, OBE

Advice for women starting their careers?

Really invest time when you are in school, uni or college to research what long-term career options there are. Find something you will be passionate about, take pride in and enjoy

We all do jobs at some point, that are just to earn an income, but when we do these - give them our all. Every job we do, no matter how menial it may feel, is worth doing really well. This often gets us noticed and promoted too.

A key thing I’ve learnt on my journey is to not be afraid of asking for help or sharing an idea we have. You will be surprised at how generous others can be with their time. If we don’t ask we will never know – and small, key pieces of advice or a new idea can make a huge difference.

If you want to start a business, I can’t emphasise enough how valuable it is to get some varied experience before. Wherever possible work for a brand or person you truly admire. I learnt so much from working on several magazines and a PR department before I started The White Company, and often draw on these experiences still 27 years later.

Key to success:

• Having a great product, that is worth it.

• Really put the customer and experience at the heart of everything you do

• Protecting your brand, so it stays true and is relevant.

• Building an incredible team to make happen

What would you tell your younger self now?

I was once asked to write a letter to my younger self, in it I found myself writing:

“As you grow older, you slowly realise being a member of ‘the cool gang’ isn’t that important. Find friends who have similar interests, a sense of humour, are good listeners and have a ‘can do’ attitude.

It’s good to fail – there will always be tomorrow and the chance to do something differently. You’ll also discover that it’s fine not to be academic and that your creativity means you will approach things in a fresh way.

Take care of yourself. Stay fit, eat well and work hard at getting decent sleep. I would also warn my younger self that she’s someone who will want to try and do too many things at once. Learn that it’s better to do five things brilliantly than 20 things badly.

Building a brand isn’t a race, it’s about taking the right decisions for the long-term. And, finally, always make time to have fun too. Make time for family and friends, enjoy time together, turn up the music and dance often - it’s so good for the soul.”

Favourite quote:

"I like things to happen and if they don’t, I like to find a way to make them happen!"

Chrissie Rucker, OBE

What has been your most pivotal career moment?

Once I had the idea for The White Company, I was so excited I couldn’t sleep, I had so many ideas I wanted to try and achieve and just knew it was something I believed so passionately in. When I really knew I could do it, was when I found my first factories. They were already manufacturing for some of the designer brands I loved. Yet when I saw the prices, I discovered I could offer the same fantastic quality, direct to our customers for less.

How do you balance your work and life? Is this important?

Meticulous diary planning!  My life is run off a spreadsheet with a column for each of the children, for work, for Nick and home commitments. The children’s dates go in first, then holidays and then we try to make the rest work around those. I am very aware of where I can add value and where I can't. Today, I am lucky enough to have an amazing team and building this over the years has been key to progression.

Having really reliable childcare has been crucial. We have a wonderful nanny and Nick and I made this our first priority, as we both have our own businesses.

It’s been a very exciting and rewarding journey. There are times when it is unbelievably, breathtakingly busy - and times when I can switch off, step back and enjoy having proper down time with my family.

How would your team define you in one word:


What has been your biggest challenge in being a woman in business?

I don’t think about the challenges of being a woman, but certainly, being a parent with four children and making it all work has been challenging at times. There have been many times when I’ve felt like I am doing everything badly!

I was hopelessly unacademic, I am dyslexic and so learning to navigate this and numbers is something I have had to work hard at.

I was painfully shy as a child, and still sometimes get a hot rash when I speak out on something I feel strongly about, that others may disagree on! So, finding my confidence, is something that’s been a work in progress. My husband Nick and special mentors have really helped me with this.

Your personal mantra:

“Have a clear vision for the future and work towards it together. It may change along the way, but keep building on what works and constantly seek to improve.’’ And always be someone who makes things you really believe in – happen!

“Having a united vision, making time to talk, listen and being constantly open to new ideas and perspectives is so valuable. ”
Chrissie Rucker, OBE

Chrissie Rucker, OBE

Favourite flower:

Right now white parrot tulips

What do you hope for the future of women in business?

There isn’t “one thing"...It is about giving women the tools, the opportunities, the support, and therefore the confidence to know they can achieve whatever anyone else can.

If they can see what other women are achieving and what these women do succeed through their organisations, they will know it is possible. There are some incredible women in business and the combination of both men and women working brilliantly together is extremely powerful.

In 2019 The Rose Report, highlighted that it believes that by advancing female entrepreneurship, it could represents a £250 billion opportunity for the UK economy, the equivalent of four years of economic growth. YET - RIGHT NOW - young women in the UK are still disproportionately disadvantaged to young men. This was the case pre-covid-19, and now this inequality has been exacerbated further by the pandemic. It has been a very tough, tough year for everyone and there is now a very urgent need to make change, particularly for the more young vulnerable women in our communities.

The #ChangeAGirlsLife Campaign at the Princes Trust, has inspired over 70 much loved brands to work together to raise urgently needed funds. The work is incredible and I have seen time and time again how it changes lives. So please join us and discover all the wonderful products created at #ChangeAGirlsLife or

Most inspiring woman:

I was always very inspired by Estee Lauder. She started her business with just one lipstick and it is now an incredible global brand. I also love that the company is still run by family today.

You sign off correspondence with:

Chrissie x

In a bid to support women across the UK who are struggling to find a job or losing hope for the future, we're donating £5 from every bunch of yellow flowers we sell to the Prince's Trust #ChangeAGirlsLife campaign in the lead-up to International Women's Day (February 16th - March 8th), because no woman should feel left out. They will receive vital help and support to re-build lost confidence and move forward into employment, further education or to become self-employed, working with a mentor for a fresh start and a much brighter future. The Prince's Trust (registered charity England and Wales 1079675 and Scotland SC041198).




Gucci Westman

Gucci Westman is the celebrated American makeup and recent founder of Westman Atelier, who counts Gwyneth Paltrow and Jennifer Anniston as clients and friends. We are pleased to speak with this inspiring entrepreneur and floral friend about her views on business, family, life and the importance of women supporting women.



Laura Brown

Laura Brown is the Australian-born, American-based Editor in Chief of In Style Magazine. In celebration of International Women’s Day, Laura shares her advice and learnings with her usual humour, elegance, and grace.