Originally trained in horticulture, with some gold medals under his belt from The Royal Welsh and RHS Chelsea (helping Hippopottering Maples), Alex turned to floristry after an accident, hoping to remain in horticulture in some form without the strain on his body.

Initially, Alex opened No.21 Flowers in Aberystwyth but in 2024 rebranded and moved to the quaint town of Lampeter. Now putting more focus on locally grown flowers when in season and striving to create a lighter footprint on the environment. With the move nearer to home this will hopefully allow more time to focus on growing more flowers for the shop in the cutting patch.

With a love for the natural environment, his bouquets and arrangements reflect this with a wild and whimsical feel.