A minute with… Dennis Edwards
Managing Director
How long have you worked in the flower business?
I started working in the flower market on a one-year trial at the age of 17 and never left! In my 49 years in the market I’ve done every job from porter to MD.
What are the best things about market life?
I like the variety. No day is the same. One morning we’ll have an order for 200 boxes of white phalaenopsis orchids and the next someone wants several thousand peach avalanche roses. And then there are the customers – we have all sorts of people and characters coming in and buying flowers. Never a dull moment.
What are the worst things about market life?
Getting up at 1.30am.
Why did you set up Dennis Edwards Flowers?
After leaving John Austin Flowers on a matter of principle I worked at Alagar for a year, which I enjoyed, before deciding to give Dennis Edwards Flowers a go. I couldn’t have done it on my own so I spoke to Eddie who I’ve known since he was 15. Myself, Eddie and Sonny (Eddie’s son) – the three of us have made a good job of it. I’m pleased with how it’s gone so far. More than pleased. Delighted. Being voted Flower Market Wholesaler of the Year says it all. We have a great team working to make this one of the best firms in the market.
Market banter or fashion?
I make the jokes!
If you weren’t working with flowers what you be doing instead?
When I was younger I fancied working in advertising. The opportunity was there but I picked flowers instead.
You’re stranded on an island – what 3 things do you take with you?
My thong and two spare pairs!
Which person, living or dead, do you most admire?
In the flower trade I admire my old boss Charlie Gardiner and the founder of modern floral design Kenneth Turner. Charlie was the one who started bringing Dutch flowers to England in a big way and Kenneth is the original floral artist – I have a lot of respect for them.
Who would play you in the film of your life?
Al Pacino, Robert de Niro or that good looking fella… George Clooney!
What would your super power be?
Every time I put a bet on a horse it’d be a winner.
What are your favourite flowers?
Poppies.
What has been your greatest achievement?
There’ve been a few. I was MD of John Austin Flowers for 20 years where we took turnover from £100K to £13 million at its peak. Most recently setting up Dennis Edwards Flowers with Eddie and turning the business into a success so quickly. Our turnover has gone from nothing to £4 million in less than three years. Winning Wholesaler of the Year in 2013 and 2014 was special – it’s the market customers who voted for us and makes us very proud.
Which significant events have you supplied flowers for?
We sourced flowers for Kate Middleton’s bridal bouquet. Lily of the valley had finished in the market but I located some from a customer in Wiltshire. We will find a way if we can! When Westminster Cathedral asked, “Can you get us some roses, roughly 48,000, for the arrival of the Patron Saint of Roses?” I nearly fell over but we did it. I’m most proud of donating 3,000 flower petals for the 9/11 Remembrance Service at St Paul’s Cathedral. We got many letters from Prince Charles and others thanking us. It was very touching.
What is your go-to karaoke number?
I’m famous for Mack the Knife. I get a standing ovation!
What would you have played at your funeral?
Death of a Clown by The Kinks and Always Look on the Bright Side of Life.
Who’s the most famous person you’ve met?
Sebastian Coe, Boris Johnson, Princess Anne… When I met Joan Collins she said I reminded her of Al Pacino. I said ‘No Joan, Al Pacino reminds you of Dennis Edwards!’
Who would you invite to your dream dinner party?
Harry Hill, Jose Mourinho, Arsène Wenger, Nigella Lawson and Kenneth Turner.
How would you like to be remembered?
I don’t think I’ve done anyone a bad turn and if I can help someone I will. I’d like to think I’m honest and that people dealing with me trust me.
Tell us a secret…
I was hit by a train and survived!
A minute with… Sonny Martin
Salesman.
How long have you worked in the flower business?
My first day was the day we opened 03 September 2012! I used to come up as a kid on school holidays with Dad (Eddie) and got used to the environment. When I started work it wasn’t too overwhelming as I already knew a few of the customers.
What was intimidating was getting to know flower names and prices! Now I’m very knowledgeable – Dennis will ask me names more than ask I him but at the beginning I knew nothing! I had to put the time in studying – if a customer asks me a question I want to be able to give them the answer.
What are the best things about market life?
The busyness of the market is exciting. We all get irritable when it’s quiet! I like there to be lots going on and to be under pressure. I never sit down, at least try not to. You’re not approachable if you’re sitting. Customers come to those who are busy not those who are sitting around doing nothing.
What are the worst things about market life?
Getting up at 1am is without doubt the worst thing! Not everyone can do it. The worst invention is the snooze button on the alarm – sometimes I just can’t stop pressing it. But once I’m up I look forward to getting in.
Market banter or fashion?
I just think of myself as the good-looking one!! To be fair there’s not much to compete against!
If you weren’t working with flowers what you be doing instead?
I used to do performing arts so I’d like to think I’d be doing that. But I got an amazing opportunity at Dennis Edwards. I started here as a part-timer, fell in love with the place and decided to make it my career.
You’re stranded on an island – what 3 things do you take with you?
A football and two mates to have a game.
Which person, living or dead, do you most admire?
Not wanting to sound corny but the old man – he’s inspiring.
Who would play you in the film of your life?
Leonardo DiCaprio.
What would your super power be?
Flying – to be able to fly anywhere in half an hour would be something. Or invisibility!
What are your favourite flowers?
Peonies and, when they arrive properly, delphiniums. I love sweet peas as well.
How do you relax?
On my day off I like to go out with mates. I socialise with Dad out of work. And sometimes I’ll play golf after work or football at the weekend.
What is your go-to karaoke number?
I hate karaoke. Hate it. People always say to me go have a go and I will never get up. I like the sport of it though!
Who’s the most famous person you’ve met?
I’ve met quite a few so it’s hard to choose – Florence and the Machine, Harry Styles, Ian Wright, Eva Longoria, Hugh Grant, Leona Lewis, Gary Wilmot, Jason Donovan and Matt Lucas. In the market there’s been Jasper Conran, Martin O’Neill and Glenn Roeder.
Who would you invite to your dream dinner party?
God and the Devil for the table banter! And maybe an atheist.
Tell us a secret?
From the ages of 11 to 15 I was lucky enough to be performing in Chitty Chitty Bang Bang at London’s Palladium in the West End. After that I played the part of Gavroche in Les Miserables at the Queen’s Theatre on Shaftesbury Avenue.
A minute with… Eddie Martin
Sales Director and Babe Magnet. Can I say that?!
How long have you worked in the flower business?
34 years. I officially started work in the market in 1983 at the age of 14. Before that I used to love coming in with my Dad who worked here – that’s when I got a taste for it.
What are the best things about market life?
I love my job. At Dennis Edwards we come to work because we want to not because we have to. I have a wonderful life in the market – long may it continue!
What are the worst things about market life?
Getting up is the hardest part of the job. It could be anything between 11.30pm and 1.30am. I like to get in to the market nice and early and get organised.
Market banter or fashion?
I’m not dressed without a hat! I have 200 of them.
If you weren’t working with flowers what you be doing instead?
A footballer perhaps. I played for Tottenham, then in Sweden for two years, and after that Dagenham and Redbridge. But now I think that if I’d really wanted it I’d have done it. I didn’t want it enough. You can get anything if you really want it.
You’re stranded on an island – what 3 things do you take with you?
My golf clubs, my wife and my kids.
Which person, living or dead, do you most admire?
My grandad – he was straight to the point and taught me a lot.
Who would play you in the film of your life?
Brad Pitt because we kind of look like each other.
What would your super power be?
I would read women’s minds! Seriously. It would be a great help in life!
What are your favourite flowers?
White carnations – they’re the first flowers I ever sold.
How do you relax?
Golf, running, cycling… I never sit down.
What has been your greatest achievement?
My three kids.
What significant events have you supplied flowers for?
We supplied some of the flowers for Princess Diana’s funeral but there have been many others.
What is your go-to karaoke number?
I love karaoke! Anything by Rod Stewart. I have got every album he ever made.
What would you have played at your funeral?
Don’t Worry Be Happy by Bobby McFerrin.
Who’s the most famous person you’ve met?
George Best. I’ve got a framed poster signed by George on my bedroom wall.
Who would you invite to your dream dinner party?
George Best, Seve Ballesteros, Paul Newman and Robert Redford.
How would you like to be remembered?
He made people smile!
Dennis Edwards
Eddie Martin
Sonny Martin
We’ve quickly developed a loyal customer following and were honoured that market customers voted us Wholesaler of the Year in 2013. We were thrilled to win the award for a second year running in 2014. You can find out more about the team by clicking their profiles above. In the office Jackie, our Company Secretary, is in charge of accounts and assisted in this by her daughter Courtney.
