Meet our alumni: Friend of Faux

Friday 28 July 2017


Sick of seeing fresh flowers go to waste in the events industry, Anna Robinson started her faux flower business Friend of Faux two and a half years ago. Based in her studio in East London, Anna produces beautiful faux flowers, plants and garlands for events and installations.

Earlier this year, Anna took part in our Creative++ business accelerator programme, and impressed our Demo Day judges with her innovative idea and passion for her business.

We chatted to Anna about imposter syndrome, celebrating success and remembering to enjoy the moment!


What made you start your business?

I worked in events and was sick of seeing so much waste. I hated how flowers were used for a matter of hours and then chucked away. I thought there had to be a better way.

Where was your business at before joining the Echo++ programme?

I was two years in and my confidence was dwindling.

What’s your focus with Friend of Faux now?

I’m focused on momentum and have renewed energy. I’m also trying hard to be in the moment and celebrate each new success, no matter how small.

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Who knew faux flowers could look this good? One of Anna’s beautiful creations, via her Instagram @FriendofFaux

What’s the most interesting connection you’ve made through Echo so far?

I’ve been introduced to an sustainable events company. We’ve already worked on a No. 10 event together and have more plans in the pipeline.

What advice would you give to a new business starting out?

Do it! But be realistic. I totally underestimated how much time it would take to grow the business and how much money I would need. Keep your job or get part time work for as long as possible – there will be tough months and you’ll need to rely on savings just to live.

What have been real ‘light bulb’ moments for you during your business journey?

Realising that customers really like what I do and I don’t need to worry 24 hours a day! I don’t need to feel like an imposter all the time. Having faith in yourself and confidence is so important. If you believe in your business/idea/product, others will too.


Applications are now open for our next Echo++ programme, the Echo++ Weekender. If you’ve got a business idea brewing or are just starting out, and are looking for the skills, network and expertise to make it happen, this is the programme for you!